A new branded content piece follows a little chair from a small town traveling to the big city in hopes of saving its ailing mother.
Duarte wrote the live-action spot with his co-writer Drew Grubich to include themes based on the brand's core elements (Midwest Values, Can-do Attitude, Restless Spirit, Product Excellence.) They were able to use the product's key features as organic plot points as our hero works with an artist (Design), a fighter (Strength) and a nurturer (Comfort.) The story takes place in an odd world where a chair has a human mother and kittens hatch from eggs, but it is executed in an emotionally grounded style.
The spot was shot on a Sony F3 and on a set of Cooke S4i lenses by DP Oscar Rivera. Shooting took place over 5 days in New York, Tucson and Flagstaff.
Director/co-Writer: Nickolas Duarte
Production Company: Crown Chimp Productions
Voice Over: Jason Huggins
Ma: Lawannah Curry
The Artist: Christopher Koval
The Fighter: Fred Lux
The Nurturer: To-Ree-Nee Wolf
Dr. Mister Doctorson: Jay Kyle Petersen
Nurse: Antonella Cassia
Massage Couple: Lauren Nichols, Drew Grubich
Producer: Margoth Barrera
Director of Photography: Oscar Rivera
Editor: Matthew King
Co-Writer: Drew Grubich
Music: Adgio Hutchings
1st AC: Charity Bidegain
Production Design: Jessica Van Ravenswaay
Make Up: Sonia Campbell
Colorist: Luke Padgett
Storyboard Artist: Ridge Young
Production Design Asst: Gianni Scarpino
Production Assistant: Keith Wagner
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Nickolas' commercial work has earned him a National ADDY, 2 Silver Tellys, an ADC Young Gun finalist mention and a Museum of Modern Art nomination. His short and experimental films have been recognized consistently on the national and international levels. He has directed content for Adidas, the NBA, BMWDesignWorksUSA and the University of Arizona. He runs Crown Chimp Productions out of Arizona. Nickolas is represented by Rated Content out of NYC for national/international commercial projects.
—SHOOT Publicity Wire