| Titre | Morning Routine |
| Agence | Sterling-Rice Group |
| Campagne | Own Your Prime |
| Annonceur | Almond Board of California |
| Marque | California Almonds |
| Date de première diffusion/publication | 2023 / 9 |
| Secteur d'activité | Agriculture, élevage, pêche, forêt |
| Philosophie | California Almonds and sporting legend Deion Sanders demand you ‘Own Your Prime’ in a playful new campaign produced by Bob Industries and directed by Tim K. Comically on brand, the hero spot sees Deion donning a large almond-shaped jewel around his neck in a mansion decked out with nut paraphernalia, from pillow cases to paintings. As a play on his ‘Coach Prime’ nickname, the star motivates viewers to own their prime with California Almonds, touting the exercise recovery benefits of the superfood. Agency Sterling-Rice Group (SRG) found a seasoned brand ambassador in Deion, the star of numerous commercials over the years whose charm radiates off the screen. Jumping at the opportunity to direct the athlete turned coach, Tim K of Bob Industries joined the team to help them fine tune their vision for the campaign. Presenting Tim with a witty script, the agency wanted to lean towards over the top visuals while allowing Deion to inject his own personality into the spot - music to Tim’s ears. An actual visual feast, the exaggerated set sees Deion lounge lavishly in a mansion where almonds rain down at the pull of a cord. Production designer Richard Lasalle’s custom nut props also pack each frame with visual gags: ranging from the obvious (a bright almond ruby glaring out from around Deion’s neck) to the subtle (the demure glint of an almond trophy), the Easter eggs demand a rewatch. By the end, even footballs themselves seem suspiciously shaped. Tim collaborated closely with SRG to prepare the various elements of the shoot prior to Deion’s arrival, allowing the star to focus on conveying his famous charisma and comedic sensibility on screen. A full pre-light day and an extensive tech scout locking in every frame and camera move also meant they were raring to go when they arrived at each set, wasting no precious time with Coach Prime. Luckily, they found a location in Boulder with flexible homeowners that allowed them to move and mould the house to their nutty needs. |
| Type de média | Télévision |
| Longueur | |
| Maison de production | Bob Industries |
| Directeur de création groupe | Chad Walker |
| Senior Art Director | Andy Mason |
| Senior Copywriter | Anna Senn |
| Director of Integrated Production | Annie Turlay |
| Chef de projet | McKennah Robinson |
| Réalisateur | Tim K |
| Directeur de la photo | Tom Banks |
| Executive Producer / Managing Partner | TK Knowles |
| Executive Producer / Managing Partner | John O’Grady |
| Responsable de la production | Kathleen Custer |
| Producteur | Nathaniel Greene |
| Production Supervisor | Dana Eudaily |
| Chef décorateur | Richard Lassalle |
| 1st AD | Marvin Faith |
| Montage | Whitehouse Post |
| Monteur | Josh Bodner |
| Assistant Monteur | Joe Carugati |
| Assistant Monteur | Mel Newton |
| Editorial Producer | Lucia Villalta |
| Editorial Company Executive Producer | Joanna Manning |
| Post production | Trafik |
| Managing Partner, Post Production | Robert Owens |
| Coloriste | Ricky Gausis |
| Color Producer | Phoebe Torsileri |
| Executive Producer Color | Karena Ajamian |
| Senior Color Producer | Ciaran Birks |
| Flame Lead | Josh James |
| Musique | Butter Music |
| Executive Music Producer | Annick Mayer |
| Senior Music Producer | Stone Irr |
| Mix Company | Lime Studios |
| Mixer | Tom Paolantonio |
| Audio Assistant | Ally Hustings |
| Executive Sound Producer | Susie Boyajan |
| Managing Director/Partner, Audio | Laurel Muir |
| Managing Director/Partner, Audio | Jen Sterling |
| Account Director, Audio | Laurie Tewksbury |
| Assistant Account Manager, Audio | Camryn Calus |
| Group Media Director | Susan Peck |
| Associate Media Director | Hagen Kristen |
| Associate Media Director | Marissa Spainhour |
| Acteur / vedette | Deion Sanders |
Plus de réalisations
VOIR TOUSCoach
- MARQUE:
- California Almonds
- AGENCE:
- Sterling-Rice Group