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Mighty Starts Strong with Porsche Campaign

Following a much-heralded

launch

by industry mainstay Blair Stribley, Mighty Film Co. is officially open for business with a six-spot Porsche campaign. Director Rob Sanders establishes the studio’s creative credentials by teaming up with Cramer-Krasselt to further establish Porsche as the only brand in the world that combines true sports car exhilaration and the drivability for daily use.

The flagship spot of the “Engineered for Magic. Everyday” campaign is

Versatile

, a :30 journey across varied landscapes showing how Porsche fits into everyday life. A mother clears snow from the windows before driving off with her infant down a snowy neighborhood street as the word “snowmobile” flashes across the screen. “Pickup truck” appears as a man tosses several large bags from a big-box store into the front cargo area of his Cayman. A businessman ends an exasperating day at the office by revving the tachometer in his Carrera GTS, or, as the spot re-labels it, his “getaway car.” Finally, a mother picks two young children up in a yellow Porsche, or “school bus.” The remaining spots, all :15s, focus on and expand upon these individual vignettes.

“Porsche is a brand with a very strong name and a well-established image, but at times that image restricted the vehicle’s market,” noted Sanders. “Your traditional sports car spot shows super fast vehicles zooming down twisty mountain roads far from civilization, but how often does anyone actually get to do that? But practically everyone commutes to work, carts their children around, hauls things back and forth, and I think we did a nice job showing that Porsche is as good for those tasks as any brand out there.”

“This campaign is a fantastic collaboration with Cramer-Krasselt and a legendary brand, and acts as a showcase for why we started Mighty,” stated Mighty EP Kris Mathur. “We want our directors to go well beyond their traditional role of acting out an agency’s briefs by establishing true creative partnerships that create memorable campaigns. And what better way to start than by totally recasting one of the most established brands on the automotive landscape?”

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Credits

Client: Porsche Cars North America

Spot Titles:

Versatile

:30 (featured),

School Bus

:15,

Pick-Up Truck

:15,

Pet Carrier

:15,

Getaway Car

:15,

Snowmobile

:15

Air Date: April 2011

Agency: Cramer-Krasselt/Chicago

EVP/CCO: Marshall Ross

VP/CD: Gary Doyle

Art Director: Luke Partridge

Agency Producer: Ben Latimer

Prod Company: Mighty Film Co.

Director: Rob Sanders

UPM: Anton Maillie

DP: Gyula Pados

EP: Kris N. Mathur

Production Supervisor: Brendan King

Editorial: Cut + Run

Editor: Dan Swietlik

Producer(s): Chris Girard, Kendra Scott

Color: CO3

Colorist: Dave Hussy

Post/Effects: Cut + Run

Lead VFX/Inferno Artist: Mitch Gardiner

Asst. Designer/Animator: Louis Schachte

Music: Wool & Tusk

Sound Design: Another Country

Sound Designer: John Binder

About Mighty

Mighty Film Co., a boutique production company, is home to a diverse roster of creative specialists focused on high-end commercial filmmaking. Led by Partner Blair Stribley, Mighty’s talent includes directors Phil Brown, Jesper Ericstam, Kim Nguyen, Alexander Paul, Rob Pritts, Rob Sanders, and Executive Producers Kris Mathur, Eric Bonniot and Head of Production Cori Cooperider. The sales team consists of The Family: Chris Zander, Diane Patrone, and Anna Rotholz (East Coast), Them Reps: Jimmy Waldron and Wendy Morrow (Midwest), and Compadre: Brad Grubaugh and Mark Andrews (West Coast).

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

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