LA-based Robot Films director Rik Cordero guides viewers on a hometown journey of a real-life US Marine in the authentic new :30, “Where I’m From,” for the United States Marine Corps out of JWT, Atlanta and Uni World Group, Inc, NY. The documentary-style campaign comprises a national broadcast spot and an extended web series for the United States Marine Corps. The campaign also includes print ads and a YouTube channel that can be viewed HERE. The website features an interactive map allowing users to search by zip code and watch footage of real life marines based on their hometown location. To see the spot and web series, visit HERE.
The “Where I’m From” campaign follows the journey of Detriot-native Captain John Williams back to his hometown as he retraces his progression from maintaining a comfortable position at financial planning giant AXA Equitable to choosing a path with a greater challenge and joining the Marines. Director Rik Cordero was careful to ensure that the footage for the spots was as authentic as possible. He notes, “My style is really about stripping away the bells and whistles and amenities and getting down to the core of humanity and artistry. And to me that’s what truly inspires people. It’s all about honesty and being in the moment.” Since Williams is not a trained actor, Cordero focused on connecting with him on a level of friendship.
“Where I’m From” opens with Captain John Williams walking over Detroit’s iconic Ambassador Bridge, then being welcomed to his childhood home where his parents greet him proudly. He reflects on his formative years as we cut to shots of him visiting the Detroit Public Library and the expansive Belle Isle Park, where he studied and played baseball as a youth. As Williams’ gazes up at his former high-rise office building, his voiceover states, “Right here I realized all the opportunities and I chose the most challenging one. I’m proud to protect my home and yours.” We then cut to Williams in downtown Detroit, stating, “My name is Captain John Williams—Detroit is where I’m from, a United States Marine is who I am.” The spot closes with the USMC emblem accompanied by the super, “Marines: The few. The proud. Honoring the communities we proudly defend.”
Cordero also recently shot the Spike Lee-narrated Nike basketball documentary, “The World is Watching,” premiering at the Tribeca Film Festival this spring.
ABOUT ROBOT
Founded in 1999 by legendary director Chris Robinson, Robot Films has marshaled the creative power of its deep roots in music and sports culture to create and execute targeted campaigns for brands such as Adidas, AT&T and Motorola that have changed the field of brand marketing and integration. In addition, Robot has produced some of the most iconic commercials, music videos and features of the past decade featuring artists such as Kanye West, Lady Gaga, Usher, Nas and 50 Cent, which have garnered multiple MTV VMA Awards, BET Awards, VIBE Magazine Awards and Grammy nominations.
Credits:
Client: United States Marine Corps
Title: “Where I’m From”
Airdate: Currently Airing
Production Company: Robot Films, Los Angeles, CA
Director: Rik Cordero
DP: Crash
Exec. Producer: Rosanne Cunningham
Producer: Kim Bradshaw
Agency: JWT, Atlanta, GA
Executive Creative Director: Carl Warner
Producer: Angie Trewhitt
Agency: Uni World Group, Inc, Brookyln, NY
Executive Creative Director: Quincy Cherry
Art Director: Craig Wong
Copywriter: Denise Byrd
Account Director: Peter Brown
Editorial: CHINAGRAPHY, INC., NY
Editor: Peter Mostert
Post: Tanq, NY
Online Artist: Alex Catchpoole
Telecine: Company 3, Bicoastal
Colorist: Lez Rudge
Audio Post: audioEngine, NY
Mixer/Engineer: Tom Goldblatt