Ethical Nutrients has rolled out a new campaign featuring a choir of women singing “My Way.” The black and white spot was launched in collaboration with Brainheat and Friends & Allies.
The ad features a range of women all at various different points in their very different lives celebrating their strengths. While the connection to the actual product is a bit lacking, the real beauty of the piece is in the filmmaking.
In what appears to be one long sweeping and spinning shot reminiscent of Birdman, the camera latches onto a different hero every few seconds and follows through the set before finding another.
“It really does have everything that makes my heart sing: an epic track with a killer concept at its core, the opportunity for stunning visuals, and a vehicle to get badass women onscreen in an undeniably positive, life-affirming way,” said Director Kyra Bartley of FINCH.
Client: Metagenics Australia Pty Ltd
Head of Marketing: Brett Ballantine
Marketing Manager: Alissa Moes
Brand Manager: Sarah Sparks
Assistant Brand Manager: Alejandra Uribe
Consumer Insights/Strategic Planning: The New Spin in collaboration with Friends & Allies
Market Research & Strategy: Rebecca Miller, The New Spin
Strategic Planning: Katie Peacock, Friends & Allies
Creative Agency: Brainheart in collaboration with Friends & Allies
Chief Creative Officer /Copywriter: Rem Bruijn, Brainheart
Chief Creative Officer / Creative Partner: Christy Peacock, Friends & Allies
Executive Producer: Katrine Bowman, Agent K Creative + Production
Production Company: FINCH
Director: Kyra Bartley
Producer: AnnaTara Clark-Sneddon/Taryn Sullivan
DoP: Campbell Brown
Casting: Ben Parkinson Casting
Post House: Cutting Edge
Producer: Trelise Blade
Editor: Felicity Kranz
Online: Steve Leacey
Grade: Fergus Rotherham
Music/Sound production: Humjockey
Composer: Mark McDuff
Engineer: Geoff McGahan
Photographer: Christopher Ferguson
Product Photographer: Alex Buckingham
Media Agency: IKON Communications
Client Service Director: Kate Lippett
Communications Manager: Eddy Mihatov
Communication Planner: Cristina Ferrigno
Performance Manager: Johnathan Lau
Trading Manager: Brady Lyon
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