Diet Coke

Information / Credits

Bicoastal/London-based Park Pictures’ director Ellen Kuras pays tribute to the all the hard work that goes on behind the magic of the movies in the new :60 “Credit” for Diet Coke out of Wieden+Kennedy, Portland. The spot features a medley of individuals collaborating to create a film: from writers, actors, cameramen, grips, and stunt men, to the man applying the advertisements to a billboard. Diet Coke inspires all of these individuals to “Stay Extraordinary.” The spot debuted on last Sunday’s 84th Annual Academy Awards. “Credit” opens on a shot of the Hollywood sign before cutting to a screenwriter putting the finishing touches on a script. The vision is quickly realized as we cut a shot of a young man rehearsing lines while anxiously awaiting his audition. The project moves further along the pipeline as we see it evolve through design concepts, to lighting and technical tests on set, and the shoot. After the billboards go up, their dedication culminates in the theatrical release of the movie. Finally, we see a live audience comfortably settling in to experience the nostalgia of the cinema with their popcorn and Diet Coke. Wide doors of a studio set close as we see the super, “Not all stars appear on-screen. Stay Extraordinary.”

Advertising Agency: Wieden+Kennedy Portland, USA Executive Creative Directors: Mark Fitzloff, Susan Hoffman Creative Directors: Hal Curtis, Jeff Gillette Art Director: Monica Taylor Project Manager: Laurie Holtz Account Director: Gene Willis Account Supervisor: Emily Jackson Executive Agency Producer: Ben Grylewicz Agency Producer: Chris Capretto Business Affairs: Cindy Lewellen Broadcast Traffic: Tara Allender Production Company: Park Pictures Director/DP: Ellen Kuras Executive Producer/Owner: Jackie Kelman Bisbee Executive Producer / Head of Production: Dinah Rodriguez Line Producer: Kelli Abraham Production Designer: Kevin Bird Post Production: Rock Paper Scissors LA Editor: Biff Butler Editorial Producer: Angela Dorian VFX: A52 VFX Supervisor: Jesse Monsour VFX Executive Producer: Jennifer Sofio Hall VFX Producer: Matt Olman