Mar 20, 2012

QuietMan recently wrapped a two-spot Crayola campaign via mcgarrybowen. The charming spots, enhanced by QuietMan's subtle use of CG, explore new products from Crayola designed to fit children's specialized needs and unlock their imaginations.

Watch My First here.

My First portrays three babies who grow into adventurous, creative adults thanks to the childhood influence of Crayola. A tyke drawing her first line in one frame is prepping models for a runway contest in the next. A baby conjuring paint imprints of her hands grows up to manipulate complicated graphical displays. A little boy drawing mountains under his bed fort is next seen opening his tent on a snowy and picturesque wilderness. “When you ignite the spark of originality early in life, children go on to do magnificent things,” the narrator says, describing the benefits of My First Crayola products, “specialty tools designed for little hands.”

Elephant opens on a real-life pachyderm dipping its trunk into buckets of different-colored paints and spraying them across a canvas. As the elephant morphs into a toddler’s hand-painted masterpiece, a narrator tells us that there’s a, “wild and untamed creativity in every child,” and that they can now unlock it without the concomitant mess, thanks to Crayola Mess-Free Color Wonder, which is only visible on specially designed paper.

“Crayola is an iconic brand, so it was great to work on one of their campaigns,” noted CD Johnnie Semerad. “We liked the challenge of representing the magical world of children by incorporating practical footage with elements of fantasy.”

 

Credits:

Client: Crayola
Spot Title: My First
Air Date: March 2012

Agency: mcgarrybowen
Chief Creative Officer: Gordon Bowen
GCD: Tom Pratt
ACD: Whitney Clark
Copy: Jen Stocksmith
EP: Suzanne Crowe
Producer: Maria Real

Prod Co: Backyard
Director(s): Chace Strickland
DP: Zubin Mistry
EP(s): Eric Bonniot
Producer(s): Mike Gill

Editorial Co: Bikini Edit
Editor: Laura Bermudez
EP: Gina Pagano
Producer: Brad Wood
Assistant Editor(s): Gustavo Roman
Audio Post Co: Big Yellow Duck
Mixer: Ryan Heiferman
Producer: Matt Pedone

Post/Effects Co: QuietMan
VFX Artist: Johnnie Semerad, Nic Seresin
Executive Producer: Carey Gattyan
Producer: Jess Pierik