Homemade Brand gets CHUNKSISTENT
Bayonet Director Joe Vella brings precision, playfulness, and a one-take approach to Homemade Brand’s latest campaign.
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Homemade Brand Incredibly Generous Ice Creams is putting even more into its latest campaign, with a series of new spots directed by Bayonet’s Joe Vella.
Created with Indianapolis agency Young & Laramore, the work builds on Homemade Brand’s We Put More In It platform, turning the brand’s longstanding promise of generosity into a new vocabulary of oversized words including TUBSTANTIAL, CHUNKSISTENT, SCOOPERIOR, DENSATIONAL, CHUNKCENTRATED, CHURNVICTION and CREAMARKABLE.
“The brand has always been about substantial generosity and over delivery,” says Young & Laramore Creative Director Zac Neulieb. “We put more in the tub, more chunks, more butterfat, more ice cream, more of everything people want, so it made sense to put more in the name and even put more in the words themselves.”
Credits
View on- Agency Young & Laramore/Indianapolis
- Production Company Bayonet
- Director Joe Vella
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Credits
View on- Agency Young & Laramore/Indianapolis
- Production Company Bayonet
- Director Joe Vella
- Executive Producer Kevin Grazioli
- Senior Producer Jake Foster
- Post Producer Hannah Lindgren
- Colorist Dan Edwards
- Editor Amelia Kremer
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Young & Laramore/Indianapolis
- Production Company Bayonet
- Director Joe Vella
- Executive Producer Kevin Grazioli
- Senior Producer Jake Foster
- Post Producer Hannah Lindgren
- Colorist Dan Edwards
- Editor Amelia Kremer
That same spirit of overdelivery carried into the production.
Each spot was designed and executed as a single continuous take, using a motion-control robot to move the camera through a sequence of tightly choreographed product moments.
“With a one-take approach, there’s nowhere to hide,” says Vella. “Motion control gives you incredible precision and repeatability, but everything still has to come together perfectly in camera.”
Vella and the Bayonet team balanced that technical precision with the challenge of making every frame appetizing.
The result is a series of deceptively simple films built around Homemade Brand’s core promise: We Put More In It.
