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Y&R and Zoic Team to Develop Craftsman Crew ChiefAfter successfully creating the Mini Cooper robot for Crispin Porter & Bogusky and the design of the new Terminator T-888 for Terminator: The Sarah Connor Chronicles, Zoic Studios was the natural choice by agency Y&R to design and bring Craftsman tools to life as the ultimate NASCAR "Crew Chief."
The innovative spot opens on the intensive driving action of a NASCAR cup race.
On the sideline, the Craftsman Crew Chief pulls himself together - literally - in a calculated and calm manner, assembling the arsenal of tools, which comprise his invincible body.
Then he waits for the right time to leap into the action and save the day.
He is a single man crew, comprised of everything he needs to execute whatever the perils of the race throw his way.
And he can deliver in record time.
"This was a project that offered an amazing creative partnership between us and Y&R.
It is one of the most compelling and exciting commercials to come out of our studio," says Zoic Creative Director Loni Peristere, who also served as director of the commercial.
"The agency presented a smart brand concept that was rich in narrative and directly related to the end "tool" user in a fun and energetic way."
more: Y&R and Zoic Team to Develop Craftsman Crew Chief
design directory:
Zoic Studios > Broadcast Design Services
25/2/2008 | Viewed 25,524 time(s)
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