Musical brand

Brand Film Awards US 2022: Craft Categories

back to top

The art of storytelling is on full display in this section, as writers and other artists command the screen with their direction and focus on perfection.

Animation

WINNER: A future begins

Chipotle Mexican Grill and Observatory

In 2011, director Johnny Kelly and Chipotle introduced the world to Pa, a farmer who has just embraced responsible farming, in his animated film back to top place. Ten years later, we revisit the farm as Pa’s son decides to return home and continue his father’s legacy. All of this is portrayed by 82 resin puppets (of human and animal figures) in continuous motion through 10 different sets representing the four seasons of the year.

Kelly’s work rewards repeat viewing as details emerge, such as solar panels that provided shade for farm animals while generating clean energy, additional plots of land dedicated to regeneration and polytunnels to cover a pepper crop. The film only aired once on TV – during the NFL Raiders vs Cowboys Thanksgiving game – but has since racked up more than 50.1 million views on social media with over 11 million views on YouTube. and nearly 28 million on TikTok.

HONORABLE MENTION:

Taco Bell and Deutsch LA

Watch the movie here.


Artistic direction

WINNER: A future begins

Chipotle Mexican Grill and Observatory

Chipotles 2011 back to top film centered on Pa, a farmer who rejects factory farming practices in favor of humane and sustainable practices. The serious message of the ad was charmingly conveyed by toy-like resin figures in a small spot hosted by director Johnny Kelly; Willie Nelson’s version of Coldplay’s “The Scientist” provided the soundtrack.

Kelly returns to this farm a decade later with another equally epic location. Again using resin animated characters and another Coldplay classic (the Kacey Musgraves cover of “Fix You”), A future begins follows Son on his journey to the big city and then back home to run the family farm – with help from the Cultivate Foundation. The spot was shot in one continuous motion over 10 different sets. Kelly and her team also provided a behind-the-scenes look at the spot’s creation and its animation and art direction challenges.


Cinematography

WINNER: Rhythm forward

Google and Google BrandStudio

In 2012, it emerged that an electrical accident would end the musical ambitions of Jason Barnes, a songwriter and drummer from Atlanta, after he lost his right arm. Rhythm forward, a six-and-a-half-minute marquee film directed by April Hayes and Kristen Lewis, tells the story of Barnes’ recovery, working with engineers from Google and Georgia State to create a prosthetic arm that would allow him to play drum as naturally and expressively as he had before the accident. Google’s TensorFlow technology and AI-enabled learning processes have created a prosthetic with a new level of sensitivity and control – lessons that will benefit millions of other Americans, even those without ambition to become drummers. Following its premiere at Google’s annual I/O event, the full movie and editorial launch of Rhythm forward coincided with Global Accessibility Awareness Day on May 20.

HONORABLE MENTION:

Yeti

Watch the movie here.


Direction

WINNER: Year in Research 2021

Google and Google BrandStudio

For the past 21 years, Google’s annual release of its trend data has shed light on the moments, people, and ideas that shaped the previous year, based on the frequency of queries. One search term that rose in frequency was “how to heal,” an understandable concern as the world cautiously began to return to “normal” life.

Capturing a year in two minutes is a difficult task, and Google Brand Studio has done it with words and images related to several main themes – loss and grief around the pandemic, rebuilding communities and healing – to both individually and as a world. The video is poignant and uplifting, filled with familiar faces and names that viewers will want to, well, google. In 2021, Google’s annual trend data generated more than 2,000 articles on the first day of publication in outlets in more than 70 countries.

HONORABLE MENTION:

Pepsi Beverages North America and PepsiCo with The Content Studio at PepsiCo Beverages North America

Watch the movie here.


Music and audio

WINNER: Start Up — 45 years of Apple sounds

Apple and TBWAMedia Arts Lab

The clicks and tones emitted by Apple products when we start them up or open and close apps form an ever-present soundtrack that most of us rarely think about, at least consciously. However, in preparation for Apple’s Unleashed event in October, the company created a movie inspired by the two biggest keynote announcements of the year: Mac and Music.

In the just under two minute film directed by Rohan Blair-Mangat, producer and musician AG Cook combines various Apple sounds from the 45-year-old catalog to create an original composition. All of the work was grabbed and built on a Mac with no overhead or mixing studio. The visuals — of Cook in his garage creating the song — let the score steal the show. The end result is a lively, contemporary piece, built on the nostalgia that the sounds of Apple evoke. The video was a powerful start for the annual event.

HONORABLE MENTION:

Google and Google BrandStudio

Watch the movie here.

Visual effects

Meta, Creative X and Droga5

Consumers are struggling to understand what the metaverse will look like. A metaphor – that it will be like stepping into a painting – comes alive vividly in Meta’s one-minute film The tiger and the buffalo, directed by Andrew Thomas Huang, who worked with screenwriter Benjamin Hinamanu. The video begins with a group of art students admiring Henri Rousseau’s 1908 painting Combat Between a Tiger and a Buffalo. As they admire the colorful scene, the tiger comes to life and they enter a fantastical CGI jungle, with toucans and flamingos moving to the beat of a rave soundtrack. The video offers a fantastic view of what happens when a two-dimensional world becomes a three-dimensional world, which is exactly the transformation promised by the Metaverse and where Meta hopes to lead us.