RABBIT DIRECTOR BRENT HARRIS CREATES POETRY IN MOTION FOR MAYFLOWER

Bicoastal Rabbit director Brent Harris brings humanity to the moving process in the new visually poetic “Big Move” :70 for Mayflower, out of Grey Worldwide, NY. The first broadcast campaign for the brand out of Grey, the cinematic spot features a 35-ft animatronic puppet, showing us the care and attention to detail paid by Mayflower, whether moving across the country or down the street.

The life-like puppet, guided by professional puppeteers, was specially designed and built by award-winning puppet master Rick Lazzarini of The Character Shop; all effects in the spot were created in-camera, with no CG used.

Grey ECD Noel Cottrell explains, “This was a true collaboration between the agency, Brent [Harris] and Douglas [Howell, EP] at Rabbit and Rick [Lazzarini] at The Character Shop. From the day the job was awarded, Brent worked tirelessly with Rick to create the look of the doll, the dress, the hair; together over the space of about 3 months, they brought our marionette to life.”

Notes Harris, “Despite her quite literally ‘King Kong’ size, I felt our heroine should bring a certain grace, beauty and even a lightness to the proceedings.” In terms of his cinematic interpretation, “Noel charged us with finding the ‘poetry’ in the puppet’s journey, Tor [Myhren, Grey CCO] recommended we ‘keep it real’. And therein lay the challenge.” In response, “JoZ [Joseph Zizzo, DP] and I decided on a feature documentary approach: we planned our days around the sun’s path to best harness the natural light and embraced an observational camera style.”

“Big Move” opens on a close up of a young woman’s face. The camera pans out to reveal a larger-than-life marionette endowed with delicate features. As she strides confidently across a rural highway followed by a large Mayflower truck, a team of moving men attend to her gestures with anthropomorphic precision. The puppet blinks to acknowledge the passersby as she ventures into a city street, while she and her attendants stroll past apartments on par with her height. The entourage then arrives at a manicured suburban neighborhood and the scene cuts to a shot of an inviting 2-story house. With her feet firmly planted in front of the house, the puppet smiles as the movers unload a large box from the back of the truck. They set up an oversized lawn chair, and she settles in, resting her feet courtesy of one of her helpers. We then cut to a black screen with the Mayflower logo and tag, “Every step of the way,” closing out the spot.

About Rabbit

Throughout literature, folklore and pop culture, the Rabbit is famed as a trickster, an upstart, a lovable rogue. It is also a new model for a production company. With a talent pool extending from Manhattan to Hollywood to Silicon Valley, Rabbit defies easy categorization. Except for its mischievous nature, of course.

Credits:
Client: Unigroup/Mayflower
Title: “Big Move” :70/:30/:15, “Container” :30
Airdate: Currently airing
Production Company: Rabbit, Bicoastal
Director: Brent Harris
DP: Joe Zizzo
Producer: Gary Romano
Exec. Producers: Douglas Howell, Joby Barnhart
Advertising Agency: Grey Worldwide, NY, NY
Chief Creative Officer: Tor Myhren
Exec. Creative Director: Noel Cottrell
Art Director: Steven Rosenthal
Agency Producer: Kim Kietz
Editorial Company: Rabbit Post
Post Producer: Anura Idupuganti
Flame: Company 3
Telecine: Tim Masick
Audio Post Company: Big Yellow Duck, NY, NY
Mixer: Ryan Heiferman
Music Company: Siblings Music, NY/LA
Composer/Arranger: David Baron
Vocals: Lettie
Puppet Design/Construction: The Character Shop, Simi Valley, CA
Puppet Master: Rick Lazzarini

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10 thoughts on “RABBIT DIRECTOR BRENT HARRIS CREATES POETRY IN MOTION FOR MAYFLOWER

  1. loretta stilwell

    I really love this ad! very innovative,and bold. I have looked for places to vote on this ad, but sadly, run into spots where people comment that they don’t like it. I think it deserves some kind of award!!!!!! thank you for allowing my comment.

    Reply
  2. Jack Ross

    I agree Loretta … this Ad deserves an Award it certainly deserves. It’s a pure work of Art, being fully aware of all the creative work that went into it. What a lovable creature Audrey is. Mayflower now has a great representative to get attention to their Moving capabilities. Smart Move.

    Reply
  3. rightthingtodo

    Audrey has stolen our hearts! She is the most charming, graceful and beautiful creature that has come into our homes – lately. The artistry and detail that have gone into the creation of this now familiar creature deserves notice.

    There should be some type of recognition given to all who worked to bring Audrey alive. I think someone should submit the story of her journey to the Academy of Arts and Sciences. She is by far – the most elegant creature to grace our television these days.

    Please give us more of Audrey. We are quite interested in the rest of her journey.

    Bravo!

    Reply
  4. Pingback: Meet ‘Audrey’! The 20 Ft Marionette Of The Mayflower Moving Co. Commercial « we are judeo-christian, period!

  5. rightthingtodo

    I add my compliments to the other comments. I love the commercial. I even put Audrey on my blog. Unfortunately, the video has been removed by the user. However, the entire commercial can be found randomly on some sites.

    I would love to keep the video on my blog. You should be so proud of her beauty and grace, I did compliment Mr. Lazzarini as well.

    Good job! Hope to see the commercial on television again.

    Reply
  6. Jay Henson

    I TOO must agree that this is one of the most creative commercials I’ve seen in a while and my 7 yr old daughter LOVES it. Its amazing how many negative people feel the need to voice their opinions on Y**TUBE. If you dont like it go on to the next vid. TWO THUMBS UP MAYFLOWER!!!

    Reply
  7. Emilie Cross

    Hope we get to see her in the future. Maybe representing Mayflower in the Macy’s T-day parade??

    Reply
  8. Pete & Betty Brenenstuhl

    This was the greatest commercial we have ever seen,,Great theme, The Big Move.. The handlers made her seem so real..what happened ?? where did she go.. why no more new commercials? What a shock for people caught unawares.
    to have that giant walking into town un anounced..
    new commercials should feartre supprise apperances in towns across the country with a convoy of Matflower turcks in front of or behind Audry.. Mayflower would stick in peoples minds when they have to look for a mover…More Audry,, more business..

    .

    Reply
  9. Joe Gee

    This commercial has all of the elements of greatness! The soundtrack is perfectly matched to the visuals, creating that fantastical mood that moves you into the concept of the “Big Move.” Audrey is superb!! Why in the world would anyone be “creeped out” by it?? It’s my opinion that these are people who may generally have a freaky morbid mindset and instead of seeing creativity and beauty, they see something else. Everyone I know is in love with this commercial.

    Reply

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