Utopic Tapped by Digitas For Jenn-Air Master Class Series
July 1, 2012 by Screenmag
Top global integrated brand agency, Digitas chose Utopic to help create a series of Web films for Benton Harbor, Michigan-based luxury appliance manufacturer Jenn-Air®. Six videos were created for the Master Class Series developed to help Jenn-Air customers take their knowledge of everything about the kitchen—design, cooking, entertaining and innovation—to impressive new levels. With every aspect of Master Class expert insights give customers an unprecedented edge, whether they’re looking to elevate their next dinner party, learn about the latest trends, or design a beautiful new kitchen. Production, editorial and motion design were provided by Chicago-based, integrated production studio Utopic. The Master Class campaign also includes DesignVision, a campaign element and first-of-its-kind iPhone application that lets users instantly visualize a kitchen equipped with the brand’s luxury appliances, providing a unique perspective on how a kitchen should look, feel and function in a home. With DesignVision, users can select a Jenn-Air appliance, position it over their current appliance and snap a photo. The finished image shows the selected appliance in place of the existing one. They can also choose from different finishes, share the photos, get product specifications and find Jenn-Air showrooms.
In the Master Class Series, Utopic’s team along with Executive Chef Brendan McHale and Designers Loren Daye and Mary Jo Peterson demonstrated and shared their ideas for customizing and designing a kitchen space to reflect form and function. McHale is executive chef of the Tasting Table Test Kitchen & Dining Room in New York, where he wows stylish crowds with party-perfect dishes. Daye is a Brooklyn-based designer and owner of creative design studio, Love Is Enough. Her projects include 35 Crosby, Steven Alan Tribeca and residential design. Peterson, CKD, CBD, CAPS, is an award-winning designer and president of her own Connecticut-based design firm.
View the Jenn-Air Master Class Series: http://www.jennair.com/masterclass/sessions.html
DesignVision can be downloaded for free at the iTunes App Store: http://itunes.apple.com/us/app/designvision/id487932771?mt=8
Client: Jenn-Air
Marketing Director: Brian Maynard
Sr. Marketing Manager: Amy Brooks
Marketing Manager: Marci Wark
Agency: Digitas
VP Group Creative Director: Lawrence Lee
Lead Creative: Lauren Brooks
Sr. Copy Writer: Miguel Barron
Associate Director, Marketing: Carey Stephenson
VP Executive Producer/Managing Director of Production: Michael Rafayko
Production/Post: Utopic
Executive Producer: Michael Antonucci
Executive Producer Post: Heather Mitchell
Editor: Tim Kloehn
Audio, Mix & Sound Design: Brian Leitner