How the Farmer's Dog took the lead with an Emmy-nominated commercial
Staff at the company Farmer's Dog, the objective of their initial Super Bowl ad was simple to cause people to cry. "There was a phrase in the brief which was essentially like, if it fails to cause the viewer to cry, you'll fail," says filmmaker Goh Iromoto, who was instrumental in bringing The Farmer's Dog iconic (and Emmy nominated!) commercial "Forever" into the realm of. "I'll never forget that line. This was an extremely powerful motivational factor, both in terms of creative thinking, for me."
We wanted to learn more about the Staff-Picked spot which was the most rated commercial in the 2023 Super Bowl and has received an Emmy nomination (!) We sat down with Goh as well as The Farmer's Dog's design team at The Farmer's Dog to find out more about their fantastic collaboration process, their detailed shortlist, and the dog who inspired their ad campaign. Check out the show's most important takeaways or watch the entire conversation below.
| The name of project | "Forever""Forever" Farmer's Dog |
| HTML1 Stakeholders |
Teressa Iezzi, Director of Creative and Content
Sophie Forman, Director of Brand Design |
| The goals for the campaign |
Teressa and Sophie were looking to develop advertisements that would reflect the company's slogan "Long Live Dogs."
The company concentrated its marketing on the nitty-gritty details of its product. But, Teressa and Sophie realized that their Q1 campaign needed to be more precise on how to put the purpose of the campaign -- helping pets live longer, more joyful, healthier lives -- into focus in a unique method. |
| Goals |
* Recreate the Farmer's Dog's goal and rallying cry in an innovative, effective way
* Tell an emotional tale that goes beyond the specifics of the item. |
| Timeline |
The entire campaign took four month from top to tail to complete and it was a breakdown that looked something like this:
October | Short stage November | Goh is sharing his field with his teammates. December | Shoot January | Post-production February |
| Resource | The Farmer's Dog team worked incredibly closely with Goh when it came to the development of this final piece. Goh was the creative director as well as project director and Teressa as well as Sophie had a major role in shaping the concept. Three of them worked closely together throughout the entire project, from start to finish. |
| Principal takeaways |
* Make sure you invest in your brief
• Focus on the story, not on the items * Great work deserves great promotion |
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