Johnny Kelly's emotional baggage

Allied Irish Bank – The Power Of Doing

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Agency ROTHCO/Dublin
Production Company Antidote Films
Director Johnny Kelly

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Credits

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Agency ROTHCO/Dublin
Production Company Antidote Films
Director Johnny Kelly
Post Production Screen Scene
Sound Design Factory
Music Woodwork Music
Producer Andrew Freedman
Production Designer Joe Fallover

DP Matt Fox / (DP)
Editor Jake Walshe
Colourist Gary Curran
Post Production Supervisor Anne-Marie Downs
VFX Supervisor Allen Sillery
Composer Philip Kay
Creative Director Stephen Rogers
Executive Creative Director Alan Kelly

Executive Producer Jessica Derby
Finished Artist Mickey Hughes
Head of Production Margaret Levingstone
Producer Jen Wu
Senior Copywriter James Pash

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The ad world isn't short of anthropomorphised creatures or objects, but this adorable offering from award-winning director Johnny Kelly has some lovely creative touches to mark it out from the rest.

The ad follows the story of Casey, a ruby red suitcase who has spent her life unused at the back of a wardrobe. Realising that life’s precious moments aren’t to be wasted, she bursts free of her plastic wrapping and rolls off into the sunset to seek her destiny - travelling the world.

Endearingly crafted, with the luggage being puppeteered in-camera rather than relying on post, The Power Of Doing's charming tale and loving direction from the ever-dependable Kelly (shooting through Antidote) ensures that this little case is packed full of heart.

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Above: Some behind the scenes snaps showcasing the practical effects

Stephen Rogers, Creative Director at agency ROTHCO comments: “Whether it’s in the back of your wardrobe or the back of your mind, we all have that one thing we really want to do but never manage to get done. Life, unfortunately, just gets in the way. For us, we wanted to find a way of highlighting this truth that didn’t feel overly literal, cliched or preachy. So, using a travel suitcase that was bought with the best intentions, but never made it out of its plastic wrapping, felt like the perfect metaphor for dreams going unfulfilled until you do something about them. And when we decided that we needed to bring emotion, character and empathy to an inanimate object, we immediately knew Johnny Kelly was the man we wanted on board to direct.”