Meet Maurices Judger In Law
Golden and director Ashley Armitage serve up a slice of holiday comedy for Maurices in Judger In Law.
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For its holiday campaign, Maurices teamed up with Golden, director Ashley Armitage and Art of Something on Judger In Law. Golden handled two :30s spots, social cutdowns and stills, from production through post.
"The holidays can be a hectic time, but also a sort of chaotic joy forms with friends and family. We thought we’d lean into that, and have some fun with the help of Ashley’s comedic sensibilities." said Rob Kurfehs, Creative Director, Founder at Art of Something. "Maurices point of differentiation is personal styling in-store, and this was all about feeling good about how you look during this time of year. Ashley nailed the fine balance between the human interactions and the confidence in style, and created something really special," added Kurfehs.
"Ashley has a real gift for comedy and for getting performances that feel both lived-in and stylish," said Managing Director, Matthew Marquis. "Art of Something’s scripts were full of personality, and she found every wink in them while building a world that feels like your vibey Aunt’s holidays."
Credits
View on- Agency Art Of Something
- Production Company Golden LA
- Director Ashley Armitage
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Credits
View on- Agency Art Of Something
- Production Company Golden LA
- Director Ashley Armitage
- Post Production Golden LA
- Creative Director/Founder Rob Kurfehs
- Executive Producer/Managing Director Matthew Marquis
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Art Of Something
- Production Company Golden LA
- Director Ashley Armitage
- Post Production Golden LA
- Creative Director/Founder Rob Kurfehs
- Executive Producer/Managing Director Matthew Marquis
For Armitage, the draw was the comedy. "Who doesn't love a holiday campaign?" she said. "Both commercials were dialogue-heavy, comedy-driven spots, which was such a treat for me as a director. I love working with talent to find those little comedic moments, whether it's a perfectly timed line delivery, an awkward glance, or something completely unexpected that happens between takes. It felt like we got to make two little holiday comedy movie scenes."
The team built that vibrant, festive world in Atlanta in the middle of summer storm season. On day three, a massive thunderstorm rolled in. Because the production ran on generator power, every lightning strike within a set radius meant a 30-minute safety hold from the last strike, and the strikes kept coming. "We lost a few hours of our shoot day to the storm, which was definitely a first for me," Armitage said.
"There's something hilarious and surreal about having this enormous production, with an entire crew and cast ready to go, and everyone is just standing around staring at a weather radar, waiting for Mother Nature to give us the green light."
