Mitsubishi Film, Digital MITSUBISHI: UNPRETENTIOUS APP LAUNCH FILM by 180 LA, Tool Of North America

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Industry Cars, Software & Multimedia Productions, SaaS, Mobile applications
Media Film, Digital, Interactive & Mobile
Market United States
Agency 180 LA
Agency Tool Of North America
Director Erich Joiner
Executive Creative Director William Gelner
Creative Director Steph Altman
Art Director Beth Fujiura
Copywriter Kevin Steele
Producer Josh Marcy, Linda Jackson
Editor Lance Pereira
Media Eleven Sound
Service Agency Brickyard
Released September 2012

Credits & Description

Mitsubishi wants to show that its Outlander Sport is not a pretentious brand. So together with 180 LA, it has built an app that identifies your most pretentious Facebook friends' posts, and visually destroys them.

The Unpretentious Facebook App analyzes the content from on all of your friends' Facebook pages to determine your most pretentious friend, whether it's someone who checks into expensive restaurants or just shows off about their kids. It then creates a shareable video that shows the Outlander Sport crashing through visuals of the the pretentious posts. The campaign also includes TV and point of purchase.

Client: Mitsubishi
Campaign: Unpretentious Facebook Application
Agency: 180LA
Executive Creative Director: William Gelner
Creative Directors: Grant Holland and Gavin Milner
Copywriter: Kevin Steele
Art Director: Beth Fujiura
Head of Production/Managing Partner: Peter Cline
Senior Broadcast Producer: David Emery
Senior Interactive Producer: Christopher Neff
Account Director: Sandy Song
Account Manager: Cassie Jackson
Live Action/Digital Production Co.: TOOL of North America
Director: Erich Joiner
DP: Mark Plummer
Executive Producers: Brian Latt, Dustin Callif, Oliver Fuselier
Line Producer: Kelly Christensen
Digital Producer/Creative: Sasha Koehn
ACD/Art Director – Renato Braga
Shoot Location: Ridgecrest, CA
Shoot Date: 8/1 & 8/2/2012
Editorial Company: Brickyard VFX, Santa Monica
Editor: Lance Pereira
Executive Producer: Jeff Blodgett
Producer: Linda Jackson
Assistant Editor: Jeff Hayford
Completion/Special Effects
Lead VFX Artist / Colorist: Mandy Sorenson
Transfer Facility: Brickyard VFX, Santa Monica
Online: Brickyard VFX, Santa Monica
Recording Mix
Recording Studio: Eleven Sound
Date: 8/21/12
Final Mix: Eleven Sound
Mixer: Scott Burns
Asst Mixer: AJ Murillo
Executive Producer: DJ Fox
Music Co: Mophonics
Creative Director: Steph Altman
Executive Producer: Michael Frick
Producer: Josh Marcy
Client Credits
EVP, EV OP, Sales Strategy & Corporate Planning: Masatoshi Hasegawa
Director, Advertising: Francine Harsini
Budget Manager: Kathy Seshiki
Sr. Procurement Specialist: Emi Clark
Manager, Interactive Marketing: Emily Yamamoto