More gets a whole lot merrier in this visually vibrant Chase Sapphire Reserve campaign from Droga5 and director Oscar Hudson.
Breaking today, the work shows how Sapphire Reserve helps cardmembers get more! more! more! out of their travel and leisure experiences (and, by extension, from life).
DJ/producer Mark Ronson served as the campaign's music supervisor, and he tickles the ivories poolside in this splashy vacation-themed spot, which features some fabulously fluid shifts in perspective:
Next, a stylish spin on fine dining, with cameos from…
… baller Dwyane Wade and actress Gabrielle Union.
Finally, an ad spotlighting Sapphire's 10x-points deal with Lyft…
… and newly minted Golden Globe winner (though Oscar-snubbed) Awkwafina comes along for the ride.
"Each of the films visualizes, with a magical-realist flavor, the way using the card gets you to something much more special and unexpected than you might think," Droga5 executive creative director Juliana Cobb tells Muse.
The tag "Make more of what's yours" returns from past campaigns, while this particular flight, we're told, turns on the notion, "Same planet, more world" (though that line never actually appears).
"We wanted to flip the category trope of using celebrities as mere spokespeople, and instead have them play a more integral role," Cobb says. "It was important to use celebrities that lined up with the values and interests of our audience—not mega-stars necessarily, but culturally relevant."
In the films, their roles are minor "because we liked the idea that they should add a pop of magic and color to the hero's story, rather than taking over the story," Cobb says. "Don't we each want to be the hero of our own story?"
All four celebs will contribute to Sapphire Reserve events and experiences in the coming months.
Though specific benefits are discussed, they're secondary to the cascading images and positive vibes. A few months back, American Express sailed similar waters with its "I Got This" campaign. Both efforts portray credit cards as potent life enhancers for millennials, not just useful tools for spending, and well worth whatever fees and interest rates apply.
Last year, director Hudson won praise for Apple's "Bounce" spot, creating a world both familiar and off-kilter—in a good way. For the Chase campaign, he channels that same mojo, achieving—largely in-camera—impressive results designed to amuse and engage viewers.
Droga5 associate creative director George McQueen takes us behind the scenes of each spot:
• "Dip" was shot on location in Mexico. Working underwater always provides its own set of challenges, and the seamless nature of the film only compounded that. Surprisingly, this spot required the least amount of post, and you can put that down to careful planning. By shooting the same action in different locations, once stitched together [in the editing room], the waterline gave us the ability to create effortless transitions.
• "Sizzle" was shot on a specially designed set. Essentially, it was an entire restaurant, down to flames from the kitchen staff cooking out back, to the changing seasons out the window. The camera was mounted on top of the lazy Susan, which could spin 360-degrees to reveal each new occasion.
• "Shuffle" required a camera rig that could rove through the windshield and around the interior of a very small car. Timing was key here, as every scene had to fit within one continuous move. Not to mention the detail in stripping and re-dressing the car interior for each scenario.
Ronson helped select "an eclectic mix of songs," from electro-pop to exuberant neo-soul," that really enhance the individual charm of each spot," adds George's brother Bob McQueen, also an ACD at Droga5.
Indeed, those tracks accentuate the sophisticated visuals to create an alluring, immersive world where Chase Sapphire Reserve holds the key for those seeking more.
Agency Droga5 NY
Creative Chairman David Droga
Global Chief Creative Officer Neil Heymann
Co-Chief Creative Officer Tim Gordon
Co-Chief Creative Officer Felix Richter
Executive Creative Director Juliana Cobb
Associate Creative Director George McQueen
Associate Creative Director Tom McQueen
Art Director Tobias Lindborg
Copywriter Felix Karlsson
Art Director Jasper Yu
Copywriter Danielle Gasbarro
Design Director Chance Medder
Design Director Mark Yoon
Junior Designer Kenisha Rullan
Associate Design Director Dan Pulito
Senior Designer Lia Sfiligoj
Chief Creation Officer Sally-Ann Dale
Director of Film Production Jesse Brihn
Group Executive Producer, Film Tricia Lentini Himot
Senior Producer, Film Brandon Chen
Associate Producer, Film Andres Riveros
Associate Producer, Film Kenya Agunloye
Music Supervisor Mike Ladman
Director of Art Production Cliff Lewis
Associate Director, Art Production Bianca Escobar
Director of Print & Fabrication Rob Lugo
Associate Director, Print & Fabrication Riely Clough
Executive Producer, Print Cindy Perez
Co-Director, Interactive Production Tasha Cronin
Co-Director, Interactive Production Justin Durazzo
Executive Producer, Interactive Jenn Mann
Producer, Interactive Hannah Ades
Director of Business Affairs Dan Simonetti
Associate Director, Business Affairs Tom Vendittelli
Global Chief Strategy Officer Jonny Bauer
Group Strategy Director Ramon Jimenez
Strategy Director Emily Mulvey
Senior Strategist Matt Forster
Chief Media Officer Colleen Leddy
Communication Strategy Director Mike Pignone
Senior Communications Strategist Mark Longacre
Senior Communications Strategist Ashley Van Der Laan
Communications Strategist Molly Klein
Group Data Strategy Director Lily Ng
Senior Data Strategist Joy McKenzie
Executive Group Account Director Lauren LaValle
Account Director Annie Sherbon
Account Director Rich Bloom
Account Manager Daniel Lawrence
Associate Account Manager Miguel Atkins
Program Manager Audrey Weber
Senior Project Manager Sarah Arrillaga
Client JPMorgan Chase
JPMorgan Chase Chief Brand Officer Leanne Fremar
Chase Executive Creative Director Amee Shah
Chase Card Brand & Advertising Catherine Rose
Vice President, Sapphire Brand & Advertising Zoe Zeigler
Vice President, Sapphire Brand & Advertising Almaris Acin
Vice President, Chase Social Media Alyssa Mccallan
Chief Executive Officer,
Chase Consumer Lending Marianne Lake
President, Chase Branded Cards Catherine Hogan
Managing Director, Head of Chase Sapphire Matthew Massaua
Executive Director, Sapphire Marketing Adele Chandler
Director Oscar Hudson
DP Albert Salas
President of Commercials and Branded Davud Karbassioun
Managing Director Hillary Rogers
Executive Producer Darren Foldes
Line Producer Paul Ure
Production Designer Rob Pearson
Wardrobe Elise Velasco
Editorial Cosmo St
Editor Paul Hardcastle (Cosmo Street /Trim)
Executive Producer Maura Woodward
Senior Producer Paolo Solarte
Assistant Editor Kyle Moriarty
Post Production Framestore
Executive Producer / President James Razzall
VFX Supervisor Steve Drew, Matt Pascuzzi
Shoot Supervision Michael Ralla, Steve Drew
Senior Producer Nick Fraser
Senior Producer Maura Hurley
Producer PJ Stegall
Telecine Beau Leon
Telecine Producer Andrew McLintock
Compositing Steve Drew, Matt Pascuzzi, Karch Coon, Jose Arauz, Eric Sibley, Nick Tanner, Chris Sonia, Kieran Walsh, Zavier Mojica, Elaina Brillantes, Brianna Reynolds, Bruno de la Calva, Gretchen Capatan, Craig Tozzi
Matte Painting Ben Walant + Callum McKeveny
VFX Editor Jacob Sadowsky
Sound Design/Mix Wave Studios
Sound Designer/Mixer Aaron Reynolds
Executive Producer Vicky Ferraro
Associate Producer Eleni Giannopoulos
Production Company (Graphics/Interactive) Second Child
Managing Director Scott Chinn
Senior Retoucher Mike Vorassi
Senior Retoucher Natasha Kaser
Senior Retoucher John Clendenen
Senior Retouching Producer Michael Mockler
Lead Production Artist Donald Ong
Production Artist Joseph Barrille
Graphics Producer Nereida Valles
Quality Control Specialist Hoyu Yiu
Photographer Joao Canziani
Photographer's Agent Dana Eudy @ Giant Artists
"Dip" - "Water Flow" by Klyne
"Sizzle" - "Nothing in Return" by Monsune
"Shuffle" - "Summertime" by Billy Stewart