Tool of North America Blog

 
Director Benjamin Weinstein and Goodby, Silverstein & Partners’ newest spots for Comcast Xfinity follows around the Dish Heads, a disinclined group of people who still are stuck using satellite TV. Read more about “Discovery” (above) & “Ripped” (below) — both featured on Creativity.
 

 

 
We’re excited to announce that we are featured in Creativity’s Top Production Company A-List. (Tool is one of just nine production companies to have been selected for the A-list for each of the last four years). See the 16 companies that made it onto Creativity’s 2012 Top Production Company A-List.

 
Campbell-Ewald Detroit & Director Sean Ehringer bring to life the importance of fatherhood in this comedic spot that features The “Today” Show’s Matt Lauer hiding from his daughter in unusual places. Lauer sneaks around his house, finding new hiding places along the way, until his daughter shouts, “Ready or not here I come!”
 
Read more about the commercial as featured on Huffington Post, Creativity, Today Show, Adweek & Adweek Top 10 of the Week.

 
Two of our projects are nominated for the SXSW Interactive People’s Choice Award 2013.
Vote for your favorite website below:
 

Clouds Over Cuba
Co-Directors: Ben Tricklebank & Erich Joiner
- VOTE HERE -
 

JAM with Chrome
Interactive Director: Ben Tricklebank
- VOTE HERE -
 
Voting finishes on February 17th 2013.
The winner of the 2013 People’s Choice Award will be announced Tuesday evening, March 12 at the SXSW Interactive Awards Ceremony Presented by Bloomfire.

 
Adobe released an online spot from Goodby, Silverstein & Partners and Director Tom Routson on Monday mocking the millions of dollars spent on just 30 seconds of commercial time for the Super Bowl. A chimp and a horse on a film set converse about this ridiculous ad spend, while suggesting that online advertisement can be more effectively measured, playing into Adobe’s taglines at the end of the spot “Spend wisely…Metrics, not myths.”
 
Read more about the spot as featured on Adweek as the Ad of the Day and on it’s Top 10 Commercials of the Week.

Gildan “The Getaway”
Director: Erich Joiner
Agency: Devito/Verdi
TV :30 – National Spot
 
Read more about the Gildan campaign on The New York Times, Creativity & Adweek.
 

Under Armour”Out-Ray” Ray Lewis
Director: James Brown & Jason Nickel
Agency: Tight Shirt Productions
Interactive Booth at the Mercedes-Benz Superdome in New Orleans, Louisiana.
 
Super Bowl goers had a chance to have a verbal throwdown with NFL All-Pro and motivational speech master Ray Lewis. There will be an interactive booth where participants will be able to video record their responses to see who can perform the best motivational chant.
 
The interactive project launched in October of last year. Here’s a link to the site: outrayray.ua.com
Read more about the project as featured on Creativity, Sports Biz USA, FanFeeder, & Complex.
 

Napa “Can of Know How – Big Can”
Director: Benjamin Weinstein
Agency: Publicis – NY
TV :30 – National Spot – Post-Game
 

Hyundai
Director: Benjamin Weinstein (Co-Production with Steam Films)
Agency: Innocean Worldwide
TV :60 Spot – Canadian Market
 
Read more about the commercial on Fast Company.
 

H-E-B “Texas Myths”
Director: Tom Routson
Agency: The Richards Group
TV :60 Spot – Texas Market
 
Read more about the spot on SHOOTonline.
 

Reebok “Crossfit”
Director: James Brown (via Spy Films)
Agency: Exacto
TV :60 Spot – Pre-Game Show – Canadian Market
 

 
1. Clouds Over Cuba
Category: Educational Resource
Director: Erich Joiner & Ben Tricklebank
Visit the website >
 
2. JAM with Chrome
Category: Music
Interactive Director: Ben Tricklebank
Visit the website >
 
*We also want to congratulate Grant Skinner for his Atari Arcade project which is a finalist in the Amusement category.
 
The winners in each category will be revealed at the 16th Annual SXSW Interactive Awards Ceremony on Tuesday evening, March 12 at the Hilton Austin Downtown.
 

View all the 2013 SxSW Interactive Awards Finalists here >

Awwwards.com has nominated two of our projects to be candidates for the Site of the Year Users’ Choice award.
 
This award recognizes the best website of the year and you could win one of 20 copies of the book “Awwwards: the best 365 websites around the world” just for voting.
 
Choose your favorite nominees by clicking on the “Like” button on the nomination site.
 

Clouds Over Cuba
Co-Directors: Ben Tricklebank & Erich Joiner
- VOTE HERE -
 

JAM with Chrome
Interactive Director: Ben Tricklebank
- VOTE HERE -
 
Voting finishes this Sunday, January 20th 2013.

 
Director Alma’s Har’el’s feature-length film “Love True” was picked out of 2,000 applicants, from filmmakers based in upwards of 100 countries, among the 22 recipients from Cinereach.
 
The film takes a look into the opposing realities of the “True Love” fantasy and an inquiry into whether our view of love changes as we grow older. Through sessions of Psychodrama and Improvisation three couples explore their hopes, memories and love lives.
 
Check out the official press release and read more coverage on Filmmaker for more info.

 
Creativity featured two of our projects in ”The Year’s Most Creative Advertisers” including Google ‘JAM with Chrome’ as well as Samsung “Beckham plays Beethoven’s Ode To Joy.”
 
Watch the video featuring both projects on Creativity Online.