Tool and Sears Dare Us to Dream this Holiday Season

Publish date:
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The Brief:

Gifts aren't just gifts, they are the stuff of dreams. That's the theme this holiday season for retail giant Sears and they are showcasing it in a series of inspiring web films vibrantly directed by Tool's Sam Jones via Y&R Chicago.

The series, currently featured on the website, profiles celebrities and loyal customers alike as they share their "wishtories" reflecting on the moment they received that seminal gift that helped in unlocking their potential.

From Larry Dickinson, a man who spent a year in a debilitating coma receiving his first red bicycle and learning to ride again, to rapper LL Cool J talking about the importance of his first set of turn tables, to actress Vanessa Hudgens reminiscing on her first pair of ballet shoes or professional skate boarder/entrepreneur Steve Rodriguez remembering his first skateboard at age 15, one thing is certain; these were more than just gifts, they were wishes that were granted to change their lives for the better. Sears has been a part and granting wishes and helping to make dreams come true for over 80 years.

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The Creds:

Client: Sears
Spots Title: "Wishtory"
Launch Date: November 2008

Agency: Y&R Chicago
CCO: Ken Erkea
GCD: Chris Hunter
AD: Dan Case
Copywriter: Michelle Nam
Dir. Integrated Production: Brian Smego
Producer: Ashley Geisheker
Bravo Producer: Jorge Arana

Prod Company: Tool
Director: Sam Jones
DP: Mark Williams
EP(s): Jennifer Siegel, Brian Latt
Line Producer: Carol Cohen
Production Designer: Chris Gaskill, Mary Fredericksin

Editorial: Optimus Chicago
Producer: Amy Marinanri
Editor: Katherine Pryor, Glorily Velez
Colorist: Craig Leffel
VFX Artist: Jason Oberg

Audio Post: Optimus Chicago
Mixer: Joel Anderson

Shoot Location: LA/NYC/CHI

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About Tool:

Tool of North America is known for its mastery of "very, very short films, with blatant product placement." The aptly-named production company serves as an implement, enabling directors to discover-and then endlessly rediscover-what they do best. Tool's talented roster and knack for delivering laugh-out-loud comedy and arresting visual style engenders advertising's top honors. Well-established in the integrated media arena, Tool serves as a resource for agencies, collaborating with creatives to develop compelling content.

Tool's directors hail from diverse disciplines, including still photography, Academy Award-winning cinematography, documentary filmmaking, British TV comedy, and top agency creative posts. This diverse pool allows Tool to approach every project with a spirit of handcrafted excellence.

More info: TRUST 646 452 3388 (NY) 310 451 5153 (LA)