Pizza Rat makes a cameo in this anthemic homage to the real NYC.
Seamless collaborates with Andy Baker from Hornet and BBH NY to pay homage to New York City, with an iconic sound track and an array of recognizable moments for every New Yorker.
A TAILOR-MADE DIRECTOR
To pay homage to a city as revered as New York is a daunting endeavor. Thankfully, Andy's style is almost uncannily reflective of the great city itself: both burst with tireless energy, both are colorful and diverse and chaotic, and both are filled with a kaleidoscopic cast of characters that come and go almost as quickly as eye contact with a stranger on a New York City subway.
A "SEAMLESS" BLEND OF IDEAS
The spot flourishes in a number of ways: The theme song is a pun-filled hit. The concept of a two-decade bike ride down memory lane drips with NYC nostalgia. And the animation ties it all together. Specifically, the animation thrives in a couple major ways: through breathtaking character design and through a beautiful expression of “being in on the joke." To celebrate a city like New York requires both an accurate representation of New Yorkers, as well as a knowing wink to New Yorkers that suggests a shared sense of community; a subtle pronouncement that "we are, and always have been, in this together."
EXPERT CHARACTER DESIGN
Hundreds of unique characters were created to capture the chaotic cohesion of a typical day in New York.
Every scene is chock-full of details that are quintessentially "New York." The scenes last mere seconds. And yet, each could stand alone as an individual ode to the city. Drunken Santas are passed out on the sidewalk during the loved and loathed SantaCon Festival. Nathan's Hot Dogs and Joe's Pizza duke it out over who's more "famous." Youtube sensation "Pizza Rat" gets a call-out, as does the tiger and the crocodile that were found in a Harlem apartment in 2003. And who's there at the heart of it, cycling headstrong through the headwinds of a snow-swirled NYC winter? Ye olde faithful Seamless deliverer.
In sum, this film is very much a sum of its parts. There's so much going on in every scene—so many hidden messages and intricate characters—and yet the story remains straightforward and clear. Watching it once is enough to understand and appreciate it. But watching it over and over and over again? Well, that's the real joy.
Director Andy Baker Agency BBH Executive Producer Hana Shimizu Head of Production Sang-Jin Bae Development Producer Kristin Labriola Producer Dez Stavracos, Lucia Davies Editor Stephanie Andreou Production Coordinator Riley Spencer
Pre Production: Storyboard Artist Barry Reynolds Art Direction Guy Field, Andy Baker Character Designer Guy Field Background Designers Pete Sharp, Guy Field Background Artists Ivan Aguirre, Andres Padilla, Kathleen Gleeson, Greg Wilson
2D: Animators Jared Deal, Tyler Dibiasio, Krystal Downs, Sami Healy, Hyo Bin Kang, Natalie Labarre, Sara Litzenberger, Harry Teitelman, Hazel Zheng Cleanup Animation Andy Kennedy, Caitlin Fogarty, Jon Yellowhair Compositors Tavet Gillson, John Harrison, Janelle Miau
Audio: Sound Design/Mix Sound Lounge Mixer Rob DiFondi
Music Walker Music Executive Producer Stephanie Pigott, Sara Matarazzo Music Coordinator Danielle Soury
Agency: Chief Creative Officer Gerard Caputo Creative Directors Diego Fonseca, Scott Cooney, Jackie Anzaldi Associate Creative Directors Liz Loudy, Casey Schweikert Design Director Bruno Borges Designer Rachel Hess Business Director Alex Monger Account Supervisor Shana Honig Associate Account Manager Becky Tanner Head of Production Ed Zazzera Executive Producer Abbie Noon Strategy Director Alex Beerden Communications Strategy Director Zack Green Business Affairs Librado Sanchez, Cristina Chouza
Client: VP, Brand Marketing and Creative Jessica Burns Manager, Brand Marketing Laura Ferguson Creative Director Sean Donohue Senior Associate, Brand Marketing Katie Greenbaum Coordinator, Brand Marketing Marie Meadows