Never Idle 1.0 | Date: 2015 | Category: Commercial | Client: Valvoline | Agency: BIG
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We hit the ground running as Valvoline found Big as it's new agency of record. 'Never Idle' was a campaign that pushed them into new territory. Focusing on authenticity and the hard working car culture crowd. Knowing this sentiment needed to be felt on a visceral level we collaborated with Salomon Ligthelm and Kate Arizmendi to help tell this story. Their craft and aesthetics pushed this project beyond what we imagined. Add the lyrical wisdom of Alan Watts and Les Brown, topped off with the audio wizardry of Gavin Little (Echolab) and I can't think of a better combo of talent.
RUN
This version is the mantra spot of the campaign. Combining lifestyle, car culture, racing, motocross and the relentless passion to keep pushing forward. Exemplifying Valvoline's inability to settle and continued pursuit of innovation for over 150 years. Good things take time, right? They've put in the time, will you?
Alan Watts - "are we going to take time seriously?... that is the big question."
JET
Racing. The purest form of competition. Going head to head with others, or yourself, there's no room for self doubt.
Les Brown - "you can have fears, but don't surrender, don't let your fears have you..."
RIDE
Schedules. Obligations. Restrictions. Whatever happened to being spontaneous, being present. Reacting to the world like your hair blowing in the wind going 75mph on 2 wheels. Break the cycle, get out, go for a ride.
Behind the Scenes
We had 6 days to capture as much diversity in landscape and people as possible. California came to the top of the list for mild predictability of weather and the ability to have so many different environments in such close proximity.
Dirt tracks. City streets. Well worn garages. Mechanic shops.
Not shown below is the 8 months of work prior to turning on a camera. Round after round of comps to get the tone and style right. Revisiting BTS material is always a reminder of all the unseen work that goes in to it.
BTS Photography by: Todd Weaver
Director: Salomon Ligthelm, Director of Photography: Kate Arizmendi, Agency Director/Editor: Brian Curtin, Sound Design: Echolab
Music: RUN - Aaron Sapp, Voice Over: Alan Watts, Les Brown, Colorist: Greyson Welch, Client: Valvoline, Agency: Big
Music: RUN - Aaron Sapp, Voice Over: Alan Watts, Les Brown, Colorist: Greyson Welch, Client: Valvoline, Agency: Big
Chief Creative Director: Ford Wiles, Associate Creative Director: Matt Harris, Motion Creative Director: Brian Curtin
Executive Producer: Dan Atchison, Director of Account Management: Nathan Stuckey, Senior Account Executive: Mary Jane Cleage
Copywriter: Mark Ervin, Production Company: Variable, Executive Producer: Tyler Ginter, Producer: Alex Friedman
Production Supervisor: Bo Crutcher, Commercial Coordinator: Lean Bullock, 1st AD: Ryan Ramos, 1st AC: Spencer Goodall
2nd AC: Elver Hernandez, 16mm Film Camera Op: Kevin Clark, DIT: Jeff Levine, Gaffer: Kiva Knight, Best Boy Electric: Mark Farney & Tony Jou
Key Grip: Doug Sampson, Bey Boy Grip: Colton Currey, Art Director: Joe Sciacca, Set Dresser: Steven Valdez, Prop Assistant: Dave Spacone
Hair/Make Up/Wardrobe: Meredith Cross, Location Scout/Manager: Vincent Lopez
Executive Producer: Dan Atchison, Director of Account Management: Nathan Stuckey, Senior Account Executive: Mary Jane Cleage
Copywriter: Mark Ervin, Production Company: Variable, Executive Producer: Tyler Ginter, Producer: Alex Friedman
Production Supervisor: Bo Crutcher, Commercial Coordinator: Lean Bullock, 1st AD: Ryan Ramos, 1st AC: Spencer Goodall
2nd AC: Elver Hernandez, 16mm Film Camera Op: Kevin Clark, DIT: Jeff Levine, Gaffer: Kiva Knight, Best Boy Electric: Mark Farney & Tony Jou
Key Grip: Doug Sampson, Bey Boy Grip: Colton Currey, Art Director: Joe Sciacca, Set Dresser: Steven Valdez, Prop Assistant: Dave Spacone
Hair/Make Up/Wardrobe: Meredith Cross, Location Scout/Manager: Vincent Lopez
