Don’t put the client in the advert. It will never go well. Director, Kiran Koshy, has disproved one of adland’s most enduring maxims.
AmericanEagle.com is a family-owned company that believes in its people. So Koshy, production company, Sash Dynamic, and agency, The Richards Group, attempted the improbable – to create a humorous commercial that would feature natural performances using only the company’s staff.
The spots feature real AmericanEagle.Com employees and were filmed in the company’s Chicago headquarters. The commercials depict the masterful ways in which AmericanEagle.com employees assist their clients with web design, development, and digital marketing strategy needs. Even this idea, which has resulted in so many uncomfortably awkward ad scenarios throughout ad history, has been turned into an entertaining series of comedic ads.
Koshy commented, “I knew working with real employees who weren’t actors was going to be a challenge I’d relish, and they didn’t disappoint. Honestly, I couldn’t have cast a more perfect ensemble of fresh faces any other way. They really plussed the comedy, and I was in awe of how they were able to handle performances that demanded subtlety. This made the campaign even more special to the client, and their employees.”
Slash Dynamic managing director, Tanya Cohen, added, “Kiran has been unstoppable lately, working on multiple campaigns for a diverse range of clients. Once again, he brings his cool signature style of performance driven comedy, to a fun and engaging campaign that really captures the essence of who these clients are and their company messaging. It was a dream project to work on, and I was equally impressed with our spokesperson who nailed every take as did the real American Eagle employees who were all amazing.”
Watch all the commercials here.
Chief Executive Officer: Tony Svanascini
President: Mike Svanascini
Regional Director: Shawn Griffin
Director of Marketing Operations: Renee Nelson
VP Strategic Initiatives: Tim Ahlenius
Production Company: Slash Dynamic
Director: Kiran Koshy
Executive Producer: Tanya Cohen
Line Producer: Adam Kaiser
Producer: Caitlin Cohen
Creative Agency: The Richards Group
Creative Director & Art Director: Andy Coulston
Creative Director & Writer: Dustin Ballard
Broadcast & Content Producer: Sheri Cartwright
Broadcast Business Manager: Sara Sax
Principal: Zac Pritchett
Brand Management: Preston Barrett
Editing: Charlie Uniform Tango
Editor: Adam Henderson
Assistant Editor: Jose Michalena
Executive Producer: Mary Alice Butler
DOP: Chris Soos
Production Designer: Bret Tanzer
Colourist: Tyler Roth @ CO3 LA