The Bigger Picture and director Michael Bernard explore what drives people, both emotionally and literally, in the document series “Land Rover: Well Storied” via agency Spark44. Traversing the country over a five-month period, Spark44 and The Bigger Picture unearthed authentic human stories, lovingly told, that relate perspectives on passion. “Hidden In Plain Sight,” “Maker of Champions,” and “Reel Life” are the latest installations of the five-part series featuring Land Rover owners who find a deep appreciation for their vehicles’ ability to take them where they need and want to be.
The campaign has five spots: “The Night Club,” “Branching Out,” “Hidden In Plain Sight,” “Reel Life,” “Maker of Champions.”
Director Michael Bernard evokes skill for blending striking imagery rendered with a photographer’s eye and an approachable mastery of narrative. To help accomplish this sense of intimacy blended with an aesthetic of style and grace, Bernard employed a Canon 1DX MK2
for both the films and accompanying the print campaign. At ease with a small team of agency and production, the interview subjects opened their doors and hearts to reveal how interests connect to something bigger – deeply connected family, a bold legacy, or quiet reverence.
The first wave of films began with “The Night Club,” in which we are transported, along with a giant telescope and a sense of discovery, to dark nights and a wondrous cosmos that Dr. Joel Moskowitz shares with his granddaughter. “Branching Out” finds purpose in repurposing reclaimed natural beauty in bespoke woodwork in the hands of a master creator. The just-released pieces include “Hidden In Plain Sight,” where planning prestidigitation reveals the magic behind the performance curtain. “Reel Life” travels to Aspen where Juan Grobler finds deep meaning in the majesty of mountain streams, and “Maker of Champions” is a portrait of the matriarch behind one of America’s most accomplished families in Polo and Dressage.
“We all feel honored to have worked with such an incredible team,” concludes Spark44 Creative Director Peter Buck, “and want to extend our gratitude to The Bigger Picture along with Michael Bernard for being such an amazing director, DP, and photographer all at once. Jaguar Land Rover gave us the trust and support to make such inspiring stories, and everyone involved demonstrated a passion for filmmaking with laughter along the way.”
Credits:
Client: Jaguar Land Rover
Vice President, Marketing Kim McCullough
Manager, Digital, Social & CRM Joseph Barbagallo
CRM Communications Specialist Rachel Brotsky
Digital Communications Specialist Christopher Jeyes
Agency: Spark44
Managing Director, NA Tony Hobley
Business Director, USA Sabina Sebastian
Senior Account Director Michelle Guzman
Account Supervisor Alexandra Arroliga
Account Executive, Roxanne Alberts
Executive Creative Director, NA Matt Page
Executive Creative Director, NA Peter Buck
Creative Director, NA Brendan Moran
Copywriter, NA Bec Couche
Art Director, Peter Cooper
Film Producer, Erik Press
Stills Producer, Deb Grisham
CRM Strategist, Heba Elghobashy
Production Company: The Bigger Picture
Director/DP: Michael Bernard
EP: Tracy Mays
Producer: Darrin Ball
Editorial/Post Company: Moondog
Editor: Brendan DeLoach
Colorist: Marcello Amati
Music:
The Night Club: “Life’s Wonder” by Steven Gutheinz
Branching Out: “Windy City” by David Westlake
Hidden In Plain Sight: Music- “Clair De Lune” by Claude Debussy, Matthew Naylor, Oliver Spencer
Reel Life: “Pretty Lie” by Kinski Gallo
Maker of Champions: “Gunplay” by Luke Richards
Audio Post: One Thousand Birds
