ANGELES— A Common Thread director, Sheldon Candis,
profiles the “greatness” of Chicago entrepreneurs, Autumn and Brian Merritt, in
a new national campaign for Honda.
uplifting piece describes how the couple channeled their personal passion into their
boutique fashion line, Sir & Madame, and now are giving back by mentoring
young artists and designers. The story is wrapped around scenes of the Merritts
driving a Civic through their historic Hyde Park neighborhood and past familiar
Chicago landmarks. “For us, greatness is about loving what you do,” says
Autumn, “and taking risks to do what you love.”
directs the campaign with a light touch and a discerning eye that brings out
the personalities of his subjects. The Merritts are likeable and real. The car
is integrated into the story in the best way possible, naturally. “Honda wanted
a real-life experience,” the director notes. “They wanted to tell the story of
an exceptional family who are the embodiment of the American Dream.”
Candis assumes a documentary approach, he applies a unique and inventive visual
style combined with a sense of fun that lifts the campaign above simple
slice-of-life representation. He calls the results “cinematic-documentary.” “I
pair real emotions with cinematic influences,” he explains. “I wanted this
piece to feel cinematic and stylish, while capturing the genuine emotion of the
human condition. My ultimate goal is to bring visceral emotion to
advertising… What you feel in my films… What you feel in my
rose to notoriety when his debut feature LUV
premiered to glowing reviews at the 2012 Sundance Film Festival (where it
was nominated for a Grand Jury Prize). A coming-of-age drama about a boy
growing up in an atmosphere of gun violence, LUV has been followed by a string of impressive episodic television
and documentary projects, all centered on deeply personal and emotional
storytelling. “I’m fortunate that my work in advertising has allowed me to
continue to do what I love,” Candis says. “I’m a storyteller.”
Titles:              Greatness
Client:              American Honda Motor Co.
Agency:           Muse, Culver City, Ca. Jo Muse, Chief
Creative Officer; Shelley Yamane, President; Michael James McCallum,
V.P./Creative Director; Will Campbell, President/Quantasy; Vanessa MacAdam,
Executive Producer.
Production:     A Common Thread. Sheldon Candis, Director.
J.P. McMahon and Tristan Drew, Executive Producers; Leornardo Veras, Line
Producer; Michelle Tocase, Production Manager; Michael Fitzmaurice, Director of
Editorial:         Muse

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