WIGGLY & GIGGLY
Since inception, Jell-O has focused on their band first, the key to their present success. Through innovative and groundbreaking advertising and merchandising methods, upon a horse drawn carriage Jell-O has rolled into the homes of America. With 6 delicious flavors of their simple gelatin that became known as “America’s Most Famous Desert,” the brand lived by their slogan:
"There’s Always Room for Jell-O.”
For years Jell-O has propelled themselves into the soul of families. Embracing sweetness for your taste buds and a playful indulgence of fun, they remind us that life is about smiles. In my eyes, Jell-O’s identity is affixed to the inimitable comedian Bill Cosby. I recall the fun music-video-like ads that ran through out the 90’s that claimed, “you could have your fun and eat it too!” Not since then have I seen gelatin do “the wiggles and the giggles all over the place.” I wanted to approach this concept with that same infectious tone, exhibiting a variety of kids and families complimenting joyful moments with the celebrated desert.
KIDS WILL BE KIDS
They say to “never work with animals or children” and while I empathize with the merits in such fear, the upside is magical. Effectively capturing a child’s innocence, curiosity, and creativity can sell just about any product. The #1 rule to success = preparation for the unexpected! It’s a seemingly impossible feat, where just about anything can throw you off your game and absolutely everything has the potential to go wrong. Directing over 25 unique and unpredictable kids (all below 8yrs) was an invaluable experience and with unyielding energy & joy we’re able to capture everything we needed. Kids will be kids and for that reason its important to adapt to them.
As a storyteller first and a creative director second, I see infinite possibilities when I look at a body of visuals. Creating a compelling narrative is always my primary intent; however, this incongruent look presented a unique opportunity in the footage we captured. My creative core was built in the edit bay – a dark room filled with silent images that require a unique combination of sound design, music, and stylistic cutting to bring life to stills. With this project, I challenged myself to create an assortment of unique edits with the limited content.
Creative Director: Aaron Robinson | Producer: Andrew Baron-Vartian | Cinematographer: Josh Park
Editor: Aaron Robinson | Talent: Rae Andrada, Michelle Sherrill, Leo Arakelian, Richie Mora, Kellen Harvey, Blake Schweitzer, Kai Henderson, Natalie Weissman, Boriana Williams, Ashley Wolfley, Carlie Grace, Landry Kirk, Ella Ryan, Scarlett La Zelle, Jayde Somerville, Desiree Perez, Gregory Baron, Eva Baron, Kevin Harvey, Catherine Harvey