University Mall needed a timeless anchor for their holiday campaign—a story that portrayed the love of the holiday season while still address the needs of retail sales.

Our solution focuses on the joy of giving.

The big picture

Our 30 second and 15 second spots highlight a family: the story follows a little girl, her mother, and her grandfather as each family member wraps his/her present in an intimate and personal way. The ad culminates with the loving act of presenting the gift to someone special, often just as exciting for the giver as the receiver.

Our simple overarching message turns each touchpoint into a holiday greeting. This stands in contrast to the traditional hard sell and encourages viewers to take a moment and enjoy all the season has the offer.

Devoid of dialogue, our story focused on the care and love behind both giving and receiving a present at the holiday.

With focus on a single family, the viewer watches as the young daughter, her mother, and her grandfather each ritualize wrapping a present with love and creativity.

From page to screen

We began with the initial concept, storyboarding each frame, then worked with Micah Dudesh and Josh Bernales to bring this story to life over a condensed production schedule of two weeks.

The director’s cut

As part of our solution, we planned to shoot additional footage that allowed us to create two more :15 second spots, each featuring a single story line, increasing the shelf life of the campaign to multiple years.

That’s a wrap!

The result? A series of video spots that come to life each season, complete with secondary spots as well as a extended digital campaign using the same assets.

Creative Direction and Storyboard: Pluck
Director/Editor: Micah Dudash
DP: Will Stevenson
PA: Josh Bernales
Styling: Lizzy Williams

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