Scales focuses on the Special K Challenge and stresses the tagline, “What Will You Gain When You Lose?” With the ultimate goal of changing the conversation on weight loss, Scales aims to inspire women to participate by using visuals of women celebrating after seeing their results on the scale. The spot opens with shots of individual pairs of feet nervously preparing to step onto their respective scales before hesitantly doing so. As the numbers waver on the scale, they settle on, not a number, but positive, uplifting words such as “joy.” “drive,” “pride” and “laughter.”T he faces of the women then appear for the first time as they excitedly rejoice after receiving inspiration.
The fact that Sepanik and the Leo Burnett Chicago team have worked together in the past really helped simplify the process. “I’ve worked with Katy (Walker), Julie (Karnes) and Mylene (Pollock) several times before so it was nice going into the project with the knowledge that we’re all comfortable with each other and could focus on making a great spot,” says Sepanik. “The group is always an enjoyable one to collaborate with and I know that I can rely on them for a free exchange of ideas.”
“It’s nice to edit a piece that’s both fun and inspiring,” explains Sepanik. “It was a fun challenge working to depict the right about of trepidation, excitement and enthusiasm the spot gives off. The goal was to inspire viewers to participate.”
The Colonie is located at 610 N. Fairbanks, Chicago IL 60611. For more information, call 312.255.1234 or visit www.thecolonie.com.
Client: Special K
Production: HSI. Director, Diane Martel. Producer, John Winter.
Agency: Leo Burnett. Creative Director, Mylene Pollock. Executive Producer, Tony Wallace. Senior Art Director, Katy Walker. Senior Copywriter, Julie Karnes.
Editorial: The Colonie. Editor, Brian Sepanik. Assistant Editor, Lauren Malis. VFX/Finish, Tom Dernulc.
Color: Nolo Digital. Mike Matusek.
Audio: Particle. Katy Mindeman.
Graphics: Brand New School.