Anonymous Content Director Daniel Benmayor, via JWT, recently directed two smooth, varied spots introducing the new Schick Hydro razor.
Press Release from Anonymous Content
Anonymous Content Director Daniel Benmayor, via JWT, recently directed two smooth, varied spots introducing the new Schick Hydro razor. Both :30s are organized around a series of micro-vignettes that culminate with a geyser of water shooting dramatically from a man's face—a symbol of the unexpected blast of hydration that the razor delivers via first to market technologies. These technologies include an advanced hydrating gel reservoir that delivers hydration directly to men's skin as they shave; and Skin Guards, innovative skin protectors that smooth skin out between blades to deliver a more comfortable shave.
In Boxing, the dramatic splashes emanate from a boxer absorbing a powerful blow in the ring, from a girlfriend playfully tossing a pillow at her boyfriend's face in bed, from a soccer player diving head-first into the ball, and finally from a man standing before his bathroom mirror, taking the revolutionary new Schick Hydro to his face. Kendo upholds the water motif, using combat between two, sword-fighting martial artists, an innocent striptease between girlfriend and boyfriend, and a game of outdoor hockey to bring home the hydrating effects of Schick Hydro in the most unlikely of circumstances.Credits:
Client: SchickSpots Title: Boxing, KendoAir Date: April 2010
Agency: JWTCo-President/CCO (North America): Ty MontagueCCO (NY): Harvey MarcoExecutive CD: Sarah BarclayCD/Art Director: Billy FarautCD/Copywriter: Howard LennDirector of Integrated Production: Clair GruppPlanner: Jason De TurrisSenior Producer: Kirsten LarsonAccount Team: Claire Capeci, Ariel SternMusic Producer: Dan Burt
Prod Company: Anonymous ContentDirector: Daniel BenmayorEP: Jeff BaronEP/Head of Commercials: Dave MorrisonHead of Production: Sue Ellen Clair
Editorial: Lost Planet, NYEditor: Saar Klein
Post/Effects: MPC, LACG Artist: Duncan McWilliamFlame Artist: Franck Lambertz
Music: Amber MusicMusic: South
Audio Post: Andy Green, Mike Janssen @ JWTwo
About Anonymous Content:
Anonymous Content is an industry-leading production and management firm that leverages its unrivaled reach and access to talent to create and produce innovative content across all its divisions: Film, Integrated, Commercials, Music Video, Television, and Talent.
Anonymous Content was formed in 1999 by a collaboration of business and creative minds responsible for developing some of the industry's most respected entertainment and branded content. In launching the firm, the founders combined their unique talents, distinct vision for the future of content creation, and unmatched industry access. Since then, Anonymous has been able to extend its reach across entertainment, exercising its capacity to package talent and mine literary material from deep and powerful resources.
Company principals have developed longstanding direct relationships with talent, talent agencies, advertising agencies, domestic and international distributors, and broadcasters, reinforcing their ability to assemble the right team for any project. They create compelling and entertaining content while facilitating the development, production, and distribution of programming through both traditional and emerging media channels. Anonymous is responsible for producing such features as 44 Inch Chest, 50 First Dates, Babel, Case 39, Eternal Sunshine of the Spotless Mind, Smiley Face and Rendition to name a few. Its commercial arm has been part of many of the industry's most successful campaigns, as well being at the forefront of the evolution of brand integration campaigns such as BMW Films. The Anonymous team now consists of more than 100 full-time employees at its Culver City, New York, and London offices.
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