CENTURY 21
Smarter, Bolder, Faster
Ad agency Red Tettemer + Partners called on BEEF FILMS Director Joe Schaak to shoot Century 21s lively campaign for the 2012 Super Bowl XLVI. The new, high-energy spot, part of an overall multimedia campaign, boasts the creative wits of Century 21 Realtors through big deals with major players such as NFL Superstar Deon Sanders, American Olympic speed skater Apolo Ohno, and business mogul Donald Trump. The star-studded, New York-based shoot for Century 21 was the most complicated and challenging for BEEF Films to date, with the pre-pro happening in the midst of the holiday season. Getting everything prepped and ready for January was quite a feat, pulled off under the leadership of BEEF EPs Ashley Adams, Stephen Hens and EP/Line Producer John Malina. Notes Malina: "The best part of this project was watching how professional and in tune with himself Donald Trump is on-camera. It was a real pleasure working with such pros on the shoot." For BEEF Director Joe Schaak, the chance to work with the ad agency creatives at Red Tettemer + Partners again, and for their new client Century 21, was exciting. Add to the mix directing a series of celebrities, a talent the Director has mastered in recent years. I knew that this was a big chance to help the agency creatives re-brand Century 21 and I was thrilled to be part of it, says Schaak. I have a long-standing relationship with the agency, and was excited to see them land Century 21 as a client. When I saw their plans for this spot and knew they were unveiling it at the Super Bowl, I thought it was a bold departure. Working with celebrities is a unique challenge because celebrities understand very clearly that they are their own brand. As a Director, my role is to be sensitive to that and balance the advertisers brand with that of the celebrity. We had a great time making this spot on our shoot in New York. Its validating to see it get so much attention.
Client: Century 21 VP National Advertising: Chris McGeary Sr. Director, National Advertising: Steve Gregersen, Sr. CMO: Bev Thorne Agency: Red Tettemer + Partners Chief Creative Officer: Steve Red Executive Creative Director: Steve OConnell VP Creative Director: Bryon Lomas Copywriter: Mark Garman Senior Producer: Joe Mosca Managing Partner: Carla Mote Account Manager: Cate Mahoney Production Company: BEEF Films Director: Joe Schaak DP: Doug Koch Art Director: Robert de Vico Executive Producers: Ashley Adams, Stephen Hens EP/Line Producer: John Malina Production Manager: Breigh Kenley Wardrobe Stylist: Anne Madden
