Every December, ABC Family’s Pop Up Santa brings network stars, sponsor giveaways, and tons of good cheer to people as they go about their holiday season business. This year, the network asked NuContext for some ideas on how they could partner with Reddi-wip for a series of holiday-themed interstitials. We took Reddi-wip’s “Share the Joy” slogan and went big: What would happen if Reddi-wip/Pop Up Santa-branded food truck went from coast to coast, delivering sweet treats topped with Reddi-wip to unsuspecting crowds? ABC Family liked the concept and our live action production team swing into action. We secured locations at New York City’s Wollman Skating Rink, Chicago’s Magnificent Mile Lights Festival, and Los Angeles’ The Americana at Brand shopping center. Food trucks in each city were wrapped in identical graphics, giving the illusion that the same truck was traveling across the entire country. $100 gift cards were prepped for a few lucky folks. And a special surprise was planned for the big finale in LA. The New York shoot happened on a clear, crisp, sunny winter day. Things could not have been more perfect. Chicago, on the other hand, decided to give us some real winter weather! Luckily, Chicagoans don’t mind a bit of rain and snow. They turned out in droves and our crew captured all of their good spirits and good humor on camera. Los Angeles, as usual, had no weather issues. Instead, there was the challenge of creating a finale worthy of this huge undertaking. After cheering the crowds with Reddi-wip giveaways, we wowed them with an evening concert by Yuletide super-group The Band of Merrymakers. Kevin Griffin (Better Than Ezra), Mark McGrath (Sugar Ray), Tyler Glenn (Neon Trees), Natasha Bedingfield, Alex & Sierra, and songwriter Sam Hollander put on a huge show for a huge crowd, taking Reddi-wip’s “Share the Joy” message to the next level. As our production team wrapped in each city, our post team back in LA immediately started constructing the spots. The deadlines were tight, but lots of scripting and planning in the pre-production phase paid off, and the first cuts were out the door in short order. After a few rounds of notes, the spots were done, color-corrected, and sent off for air. It was a fairly epic undertaking, from concept to final delivery, and NuContext is honored that ABC Family chose us for the task.
- Live Action
- HD Finishing