CLIENT: NETFLIX
ROLES: CREATIVE DIRECTOR & DIRECTOR
AMERICAN ADVERTISING AWARDS GOLD WINNER
CLIO AWARDS BRONZE WINNER
This spot for the Netflix film, Kate, disrupted the norms of typical movie promos by also serving as an advertisement for the film’s fictional drink Boom Boom Lemon.
“BOOM BOOM LEMON”
In this Netflix action thriller as Kate exacts her revenge within the criminal underworld of Tokyo she also repeatedly tries to get her hands on a bottle of Boom Boom Lemon—a fictional drink in the film. This became a great place of inspiration for a way to create a promo for the film that also acted as an ad for the drink itself. My approach from production through release in creating this ad was wholeheartedly embracing the culture and styling of many comedic Japanese food and beverage commercials. Rather than mocking them, this teaser was built from the ground up with the mindset that this was an actual Japanese energy drink ad.
To help achieve this I worked with Japanese translators, voice over artists, and cultural consultants—all of whom had extensive experience working on ads within that market. Upon completion, the teaser was purposefully released without translated subtitles. This gave our target American and English speaking audience an authentically comedic fish-out-of-water experience while viewing the ad. However, for people who are Japanese speaking, there was added fun for them in knowing the full context. Ultimately, “Boom Boom Lemon” offered audiences a fun new way to look at American action cinema by blending and contrasting two distinct styles of advertising.
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