Moen Incorporated: Brushing Teeth by The Martin Agency Richmond for Moen

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Moen Incorporated: Brushing Teeth

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Industry Household maintenance & pet products
Media Film
Market United States
Agency The Martin Agency Richmond
Creative Director John Norman
Editor Charlie Johnston
Production The Directors Bureau
Director Geoff Mcfetridge Executive Producer
Producer Barbara Kontarovich, Emily Skinner
Photographer Dan Tobin Smith
Released February 2011

Credits & Description

Advertised brand: Moen Incorporated
Advertising Agency: The Martin Agency, Richmond VA, USA
Agency website:
Creative Director: John Norman
ACD/Art Director: Amy Elkin
ACD/Copywriter: Anne Marie Hite
Senior Strategic Planner: Rad Tollet
Account Director: Carey Ely
Account Executive: Mary McGraw
Agency Broadcast Producer: Darbi Fretwell
Production Company: The Directors Bureau
Director: Geoff McFetridge
Director of Photography: Eric Treml
Executive Producer: Casey Cole
Producer: Emily Skinner
Where were the spots shot?: Hollywood
Editorial Company: Lost Planet
Editor: Charlie Johnston
Assistant Editor: Patrick Fabrini
Visual Effects Company: Smoke & Mirrors NY
Lead Flame Artist: Brian Benson
Flame Assistants: Sophia Avgousti, Ross Vincent
CG: Mike Donovan, Steve Parish,
Wei Louie, Wei-Ting Duo
Producer: Barbara Kontarovich
Color Grading: Smoke & Mirrors NY
Colorist: Ben Eagleton
Audio Post Company: Rainmaker
Engineer: Jeff McManus
Music: PullPullPull
Principal Actors in spot: Garbriella Johansson “Brushing Teeth”
Hedi Tappis “Washing Dishes”
Voiceover talent: Navi Rawat
Creative Director: John Norman
ACD/ Copywriter: Anne Marie Hite
ACD/ Art Director: Amy Elkin
Senior Strategic Planner: Rad Tollet
Account Director: Carey Ely
Account Executive: Mary McGraw
Photographer: Dan Tobin Smith
Print Producer: Jenny Schoenherr
Studio Artist: Midori Batton
Art Producer: Wylie Moran
Project Manager: Courtney Faudree
Short rationale (optional):
We began working with Moen last year, and this is the first campaign launch
for the brand from Martin. This is also one of the first major campaigns
John Norman is launching as CCO, so he was very involved with the creative
from the start.
The campaign focuses on Moen’s trusted performance, coupled with artful
products. The work encourages consumers to consider the everyday nature of
their faucets – more specifically, the number of times each day you use your
faucets for routine tasks.

The spots were directed by director/graphic designer Geoff McFetridge, who
created a reflective world using the surfaces of the faucet, literally
making it the hero of the spots. He truly designed *every *aspect of the
spots. From the beautiful dresses and the art in the “Brushing Teeth” spot
to the graphic dish-print wallpaper and even the googly eyed cups in the
“Washing Dishes” spot.

For the print campaign, British photographer Dan Tobin Smith designed
installations out of dishes, alarm clocks and other everyday objects to
resemble the natural flow of water.