Akkomplice launches new Grove Juice campaign, taps The Producers to direct
Creative agency Akkomplice has launched a new campaign for its client Grove Juice, tapping Olivia Altavilla, director at The Producers, to assist across every step of the process.
The brand’s platform, ‘Get Up To Some Good’, aims to playfully, but simply, capture real-life moments.
Glenn Dalton, chief creative officer at Akkomplice, said throughout the ideation and execution phases, he and Altavilla agreed the ad had to have a “looseness” to it.
“‘Glossy perfection was to be avoided at all costs,” he said. “We wanted to be amongst the chaos of life rather than curating it too much.
“Understanding that it’s easy to overcook slice-of-life ads, we wanted to focus less on the icing and more on the crumbs. The messy, but just as tasty bits. Oly [Olivia] delivered in spades,” he added.
Altavilla said she loved having the freedom to explore and craft scenes that “captured the authenticity” of Grove Juice.
“We wanted the scenes to be genuine – kids with dirty clothes and fingernails,” she said.
“We needed every moment to feel truthful to the Grove Juice family, and lucky for us, we had the time.
“As a director, it felt more like working on a documentary than a commercial. So many detailed gems came from having the time to get to know the places and the people that shaped this brand,” she continued.
Grove Juice’s general manager of marketing, Liz Brookes, said: “In developing this campaign, it was important that we assembled a like-minded team that understood our strong family values, and could work alongside our people to bring those values to life.
“Olivia immediately stood out as someone who could make us shine in front of the camera. During production, she embraced the haphazard nature of working with non-professional actors and made it fun for everyone on set, which brought out the best in their performances.”
Akkomplice’s founder, Kenny Hill, added: “It was impossible not to get caught up in everyone’s passion for this project, from the agency, to our production partners and most importantly our client Grove Juice.
“What we captured on film is a direct result of the close collaboration that began with a very real, trusting client.”
“This project was a journey I will never forget,” Altavilla concluded. “I loved being invited into the campaign much earlier than I’m used to. As a young director I learned so much from the process and working with Glenn Dalton. He listened to my vision as we built on his. I hope you enjoy this as much as I loved directing it.”
Credits:
Client: Grove Juice
Product: Get Up to Some Good
Agency: Akkomplice
Chief creative officer: Glenn Dalton
Agency: The Producers
Director: Olivia Altavilla
Executive producer: Noelle Jones
DOP: Jason Hargreaves ACS
Colourist: Matt Fezz
Offline editor: Raechel Harding
Sound cesign: Windmill Audio
Voice over: Warwick Moss ex. RMK Voices
Music: Ack Kinmonth
Stills: Jon Webb
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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