March 2009
Brand New School, the bicoastal directing collective serving all fields of commercial art, recently teamed with ad agency The Escape Pod to create a vibrant, optimistic theatrical advertisement for OfficeMax.
The spot will air only in theaters and is stunning when viewed on the silver screen.
Directed by Brand New School's Ben Go, the sixty seconds comprising "Life is Beautiful" are just that.
In a verdant field, a woman casually approaches what appears to be a heavily-laden fruit tree.
As a curious raccoon rises to his hindlegs, the woman lifts her hand and plucks not an apple, but a single ball of multi-colored rubber bands.
Walking from the field to an all-too-typical low-rise office building filled with non-descript gray cubicles, the woman smiles knowingly as she places the colorful rubber band ball on one of the desks.
Extending its stretchy tendrils, the ball gradually accessorizes the office space with colorful graphics, images, and office supplies.
A stylized version of the animals and plants from the field richly adorn the office and its Snow White-like savior.
As design elements from the newly revitalized office make their way to the office supplies, elegant text tells us: "Life is beautiful. Work can be too."
As the spot closes, the rubber band ball rolls to its rightful place in the OfficeMax logo.
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