DoorDash Delivers a Delightful Story in 3 Acts

It's easy to order from DoorDash but so much that occurs behind the scenes. Now, Hard Work Club tells one delivery tale from three perspectives in a whimsical campaign for DoorDash Canada.

The three-act campaign, directed by Henry Scholfield, begins with a birthday cake ruined by bad aim from a slingshot. An order placed through DoorDash gets the narrative ball rolling:

Act two shows a team of bakers working in synch to create tasty treats, like a fresh birthday cake, for DoorDash to deliver:

The final act follows the Dasher as he picks up the cake and saves the party:

"We knew early on that we wanted to show one story from three different perspectives," says Meghan Kraemer, co-founder and ECD of Hard Work Club. "The category norm is to show only the customer, as if the food arrived by magic. We saw a fresh opportunity to hero each person impacted by a single order—from the customer to the merchant to the Dasher."

Each routine is set to updates of Sam & Dave's '60s song "Hold On, I'm Coming," mixed by SNDWRx in Toronto. The first two ads are currently running, with the third ad debuting during the NBA All-Star Game in February.

"Our production designer, Jay Pooley, and his team of builders stayed close at hand, making adjustments as needed and even fixing a broken wheel on a giant set piece midway through the shoot," Kraemer tells Muse. "This campaign really is a 50/50 split between CGI magic and practical muscle."

CREDITS

Campaign: One Delivery in Three Acts
"Act 1: The Party"
"Act 2: The Order"
"Act 3: The Dash"

Client: DoorDash Canada
Head of Brand & Creative, Canada: Heather Cameron
Senior Manager, Consumer Brand Marketing: Delly Dyer
Senior Manager, Dasher Brand Marketing: Sarah Jue
Senior Manager, Merchant Brand Marketing: Martine English
Graphic Designer: Dustin Cordeiro

Agency: Hard Work Club
Co-Founder & Executive Creative Director: Meghan Kraemer
Head of Integrated Production: Monika Ghobrial
Director of Client Success: Emma Pratt
Director, Project Management: Cecilia Hui
Strategist: Sarah Phillips
Senior Designer: Priya Mistry
Senior Designer: Dameon Neath

Production Company: Spy Films
Director: Henry Scholfield
Executive Producer: Marcus Trulli
Director of Photography: Xiaolong Liu
UK Line Producer: Ash Lockmun
1st Assistant Director: Oleksii Smoliar
Production Designer: Jay Pooley
Choreographers: Keone and Mari Madrid
Line Producer: Chris Boddy
Producer: Aasttha Khajuria

Editing House: School Editing
Editor: Izzy Ehrlich
Assistant Editor: Zhenya Dolzikov
Executive Producer: Yumi Suyama

Colour & VFX: Feather
Colourist: Tricia Hagoriles
Online Artist: Julian van Mil
Compositors: Diego Dutra, Sergej Liamin, Mike Morley
Head of VFX: Colin Cunningham
Studio Manager: Evan Spicer
CG: Karol Kisiel
Motion Graphics: Justin Wotherspoon
Online Assistant: Huan Le Vu Cong
Executive Producers: Sara Windrim & Emily Goldberg
VFX Set Supervision: Colin Cunningham, Dequiera Atherton

Music & Sound: SNDWRX
Song Production: Didier Tovel
Sound Design: Didier Tovel, Alex Gluch, Colin Brown, Michael Henley
Mix: Alex Gluch, Colin Brown
English Voice Over: Brita Badour
French Voice Over: Melanie Paiment

Act 1:
Strings: Brendan Rogers
Vocals: Londa Larmond, Jennifer Lewin

Act 2:
Vocals: Jennifer Lewin, Londa Larmond

Act 3:
Vocals: Michael Henley
Music Licensing and Supervision: Creative License

Media: Wavemaker
Managing Director, Client Leadership: Sandra Cardoso
Director, Media: Laura DeGrace
Associate Director, Media: Anthony Visconti
Senior Media Planner: Emma Lasagna
Media Planner: Anastasiia Nikolaeva
Assistant Media Planner: Kerina McMorris