Mrs. Hayes

The holidays usher in a sense of giving, sentimentality, family, and festivities. And to help Chevrolet celebrate the season and drive home this narrative, creative content studio AFX Creative has helped illuminate the automaker’s heartwarming campaign dubbed “Mrs. Hayes.”

Centered around the charming namesake character, her ‘57 Chevy Nomad, her family, and neighborhood, and the wealth of memories they all trigger, “Mrs. Hayes” imbues a cinematic scope and flair all within a :60 spot (additionally, you can view the five-minute short film here.) Working with Chevy agency McCann/Commonwealth, acclaimed director/photographer Joshua Kissi, and cinematographer Patrick Golan, AFX Creative was tasked with bringing color, VFX & finishing to a campaign that spans decades — which presented a challenge from a creative perspective. “[We were] dealing with the different eras and the concept of what memories look like,” AFX Creative Colorist Derek Hansen explains. “We wanted to have some warmth that delineated the memories from the present but wanted to avoid an obvious sepia tone trope. The look for the present-day was modern and clean, so we wanted to maintain that sense of tone but with a patina of the warmth of nostalgia.”