LBB gets the inside scoop on HONE’s crucial role in the innovative production of an entirely computer-generated campaign.
To capture audience attention in the modern marketing landscape, bold and innovative creative is essential. Leveraging their deep experience of the food and beverage sector, Atlanta-based production agency, HONE went all-out for the latest Schlotzsky’s campaign, with an intuitive, production-first approach. HONE was brought into a video concept and script idea fully-baked by Devour, GoTo Foods in-house agency. HONE elevated paid media executions and helped ideate digital video specific versions with world-class creative input and flawless post production.
Looking to showcase the uniquely diverse offerings available at Schlotzsky’s drive-thru, the Devour team took inspiration from the traditional advertising tropes seen in luxury car commercials.
Kyle Lewis, Devour executive creative director, tells LBB about tackling the execution of the initial concept. “We had an idea we felt was very special and could be executed in a number of different ways. We needed a production partner who could deliver on our extremely high expectations for the final product.”
This is where HONE impressed on the pitch. Citing their previous experience with food and beverage brands such as Coca-Cola, Denny’s and Edible, the team put together a realistic pitch that would expertly execute the client’s vision. “After seeing the brief, we knew that the creative required heavy VFX or fully realised CG,” said Kevin Wilson, co-head of production at HONE. “The knowledge that we could use still-food assets alleviated the need for a full food shoot, and we could put that money toward a fully CG solution.”
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