ADVERTISING

Esselunga

The Carrot

Agency: SMALL

Description

Director Sune Sorensen and SMALL Agency brings us a quintessentially Italian story about a universal topic that transcends culture. Arianna wants to move away from home, which doesn't meet the approval of her dad, who struggles to cope with the transition. As part of a larger effort to brand the retail store with emotional storytelling, New York Agency SMALL, joined forces with the director in a collaboration that builds upon their already well-established market position. Director Sune Sorensen immediately connected with SMALL founders Luca and Luca: “It’s genuinely rare to find people like the “Lucas”, who are so driven and engaged in telling great stories without the usual compromise or inhibitions. Even during the early stages of production, it was a unanimous journey centered on the craftsmanship of filmmaking”.

The premise struck a special chord with the director: “I’m a director second and a dad first, so when I realize what kind of film we were about to make, it was incredibly easy to relate to the topic - a little too easy. I think most fathers dread the day their daughter wants to move away from home or get married. It may sound silly, and perhaps it is, but when someone has been dependent on you your whole life, it’s quite transformative - heartbreaking even - when you have to let them go”.

The production was shot in Genova, Italy, and includes local talent “Authenticity and local presence was incredibly important for the story, as well as to the brand. So, we spent a great deal resources and time ensuring that the film - including its mise en scène, art direction, styling, and even the local dialect - was staged accordingly”.

And rooting the story in Italy was more than a filmmaking tool, it was a cultural one as well; “Having lived in Italy, I have firsthand experience with the importance of family. And food. And whilst any father can relate to this story, I believe none more so than an Italian father. The core family is so deeply rooted in Italian culture and I wanted to ensure that we never forgot that”.

Sorensen directed the film with Cinematographer, Franz Lustig (“Perfect Days”, Wim Wenders), whose collaboration previously resulted in global viral hits such as the campaign “Take Care”.

This professional campaign titled 'The Carrot' was published in Italy and United States in February, 2024. It was created for the brand: Esselunga, by ad agency: SMALL. This Film medium campaign is related to the Retail Services industry and contains 1 media asset. It was submitted about 2 months ago.

Credits

Director - Sune Sorensen
Represented by JSA and AgentZoo
London, Paris, Berlin, Vancouver, Copenhagen.
Hey Baby Films, Los Angeles & New York.
DOP - Franz Lustig
Represented by Artistry
Gregg Dallesandro, Stacey Karp
Erin Randol, and David Silavin
AGENCY - SMALL, New York
Partner: Luca Pannese
Partner: Luca Lorenzini
PRODUCTION: Indiana Production, Milan.
Executive Producer: Karim Bartoletti
Senior Producer: Lilli Auteri
Head of R&D: Giampaolo Rossi
Set design: Gaia De Marinis
Costumes: Roberto Chiocchi
Editor: Luca Angeleri
Senior Post Producer: Alga Pastorelli
Post producer: Alice Bellini
Colorist: Danilo Vittori
VFX and Video Post-production: Proxima Milano
MUSIC: Stabbiolo Music
Original song: “Ti lascio una canzone”
Written by: Gino Paoli
Composed by: Giuseppe Vessicchio
Licensed by: quiet, please! For Universal Music
Publishing Ricordi
Production Advisory: VA Consulting

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