Blue Buffalo “Another Morning”
Directed by Mark Littman
BODEGA Studios partnered with Blue Buffalo’s internal marketing team to create the nationally-airing “Another Morning” campaign which shares an optimistic and hopeful look into many of our experiences during the COVID-19 pandemic.
We wanted to depart from the somewhat over-used “we’re in this together” messaging. And look at how families — and pet families — are staying together and looking ahead.
BODEGA Director Mark Littman conceived the idea and wrote the script, which included a descriptive list of shots and moments that would be needed. We suggested that the message come “from our family to yours”, meaning all the footage would be shot at home by Blue Buffalo employees and their families. The concept required genuine, non-staged family/pet moments to tie into the brand’s existing “Love them like family. Feed them like Family” positioning.
From Mark’s design and action descriptions, the Blue Buffalo team began shooting with a variety of consumer-level phones and cameras in either landscape or portrait mode.
We constantly monitored our secure FTP as they uploaded their shots, and editor Anthony Marinelli assembled a rough cut as the footage arrived. Collaborating back-and-forth, Mark requested additional shots and different set-ups as needed to create just the right tone and emotion.
The work was conceived, written, and remotely produced from shoot through edit and finishing in less than two weeks. The final spots began airing nationally and were released on social at the end of April and offer a warm and positive reflection and look ahead during a very challenging time.
Wishing everyone many more healthy mornings together!