Graco: For Every Moment
Overview
We teamed up with our friends at Off-Screen Romance to create broadcast spots for Graco, the prolific seller of car seats and child safety products that you have certainly interacted with at some point in your life, especially if you’re a parent. We had the additional challenge of creating footage that could play in all four seasons, within two shooting days, and representing a wide range of talent demographics.
Process
As parents ourselves, we had a personal connection to the material that drove the creative approach. We wanted to focus on creating honest, personal, heartfelt moments that captured the bond between parent and child, creating an emotional narrative that pulls at the heartstrings of current or future parents.
This led to developing a look and feel that was very observational and simple, determined not to distract from the performances that form the core of the story. A gentle handheld feel permeates the spot, giving it an observational and intimate quality. We wanted to paint a dreamy, subjective feeling, almost as if a memory, so we choose very shallow custom lenses that brought in a very beautiful and cinematic look.
As the final piece shows, we also had quite a lot of story to tell. We captured moments at all times of day, with diverse talent, sometimes in four different seasonal looks. The final creative impact is that Graco products are there for you in some of the most vulnerable and magical moments in your life, and they endure everywhere, and stand the test of time
Our outstanding art department is what made this logistically possible. In order to make our days, it allhad to be set on one property. Not only did the team make every setup seem like its own personal andlived-in space, but they also convincingly created winter and fall looks in tropical Miami.
Results
The results are beautiful, but we’re just as proud of creating value for our partners and clients. Given our expert logistical game plan and our nimble production apparatus, we were able to do much more with the budget than the client expected.
This project produced 4x broadcast spots for Graco, to be used throughout 2023 and into 2024.
Artex was responsible for the production of the spot. And we’re always excited to team up with Off-Screen Romance, our warm friends from the cold north of the border.
