A branded content piece follows a chair's journey traveling from a small town to the big city in hopes of saving its ailing mother. Director Nickolas Duarte wrote the live-action spot with his co-writer Drew Grubich to include themes based on the brand's core elements and product's key features.
The story unfolds for the 'hero' as it crafts its design from an artist, strength from a fighter, and comfort from a nurturer, all in hope of providing the right support back home. Rather than label and list its features, the commercial seeks to portray through its visual storytelling the unique assets consumers can come to expect from the brand's newest product.
Duarte is represented by Rated Content out of NYC for national/international commercial projects and runs Crown Chimp Productions out of Arizona. His commercial work has earned a National ADDY, 2 Silver Tellys, an ADC Young Gun finalist mention and a Museum of Modern Art nomination.
Credits:
Director/Co-Writer: Nickolas Duarte http://nickolasduarte.com/
Production Company: Crown Chimp Productions
Voice Over: Jason Huggins
Talent: Ma: Lawannah Curry; The Artist: Christopher Koval; The Fighter: Fred Lux; The Nurturer: To-Ree-Nee Wolf; Dr. Mister Doctorson: Jay Kyle Petersen; Nurse: Antonella Cassia; Massage Couple: Lauren Nichols, Drew Grubich
Producer: Margoth Barrera
Director of Photography: Oscar Rivera
Editor: Matthew King
Co-Writer: Drew Grubich
Music: Adgio Hutchings
1st AC: Charity Bidegain
Production Design: Jessica Van Ravenswaay
Make Up: Sonia Campbell
Colorist: Luke Padgett
Storyboard Artist: Ridge Young
Production Design Asst: Gianni Scarpino
Production Assistant: Keith Wagner
Special Thanks: Chezale Rodriguez, David Horn, Mike Marsh, Monica Coulter, Cliff Lowpriest, John Sears, Grace Baumgartner, Adam Ray, Love Smack Studios, The Adobe Guest House, A Day 'N Nite Salon & Spa, Rise Combat Sports