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Sockwell
Sockwell is a sock brand that prides itself on making compression socks that don't suck. Since most of the current options on the market are one of two categories, ugly and uglier, they wanted to change the stigma that compression socks are boring and only made for old people with diabetes. From this mission, they created the "Lifestyle Compression" sock. With a variety of fun colors and patterns, these socks will make you "Feel Better In Style" TM.
Given this mission, Sockwell reached out to Verken with the brief to create a somewhat comedic commercial that would tell the story and mission of the brand in a fun way. We presented 7 different, unique concepts to them all ranging with different levels of humor and edginess. Because of the widely recognizable pop-culture reference to The Anchorman-like character, they really fell in love with this concept and chose it for production.
A few things we did to push the authenticity of the visual style was to increase the contrast between the old, stuffy anchorman character and the fresh, young caller character by using different lighting packages for them. With the anchor setup, we used period-accurate lights which were all tungsten. These would be the same lights (or very similar) to the ones that they would've used back in the day to light him. On the contrary, we used all modern, LED RGB lights for the caller. This allowed us to not only create a vibrant, highly-saturated environment, but also to leave the lights in the exact same spot for each different "location" that she was in and only have to switch the color of those lights. In the end, this seemingly small detail subconsciously worked very well to differentiate these two characters.
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HomeTown Pharmacy
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55 Ottawa Avenue SW, #908,
Grand Rapids, MI 49503
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