Prestone Film DEFY the Elements by Schiefer Chopshop

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DEFY the Elements

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Industry Automotive products, services and accessories
Media Film
Market United States
Agency Schiefer Chopshop
Director Zach Lyons
Chief Creative Officer Zach Lyons
Executive Creative Director John Zegowitz
Released October 2017

Credits & Description

Client: Prestone
Agency: Schiefer ChopShop
Chief Creative Officer/Director: Zach Lyons
Chief Strategy Officer: Jeff Roach
Executive Creative Director: John Zegowitz
Executive Producer: Catherine Gudvangen
Director of Photography: Chris Zamoscianyk
2nd Camera Operator: Tim Logan
Project Manager: Breesa Herrera
Account Manager: Kristina Wade
Editor: Jacek Kropinski
Synopsis:
In the latest campaign from Prestone, the brand collaborated with agency-of-record, content and media agency Schiefer ChopShop, to deepen Prestone’s relationship with its audience and attract more millennials and women to the brand.
Schiefer Chopshop brought their creative and media departments together to create “Prestone Defy,” as an integrated campaign across social and digital platforms. The effort highlights Prestone’s commitment to creating products that innovate the way drivers take on mother nature to get where they need to go in life.
Content Series: Schiefer Chopshop also partnered with The Enthusiast network to package a content series entitled “Defying the Elements.” In addition to independently developing novel media executions such as using the defy message across weather apps and weather-triggered media placements.
Mini-documentaries: Schiefer Chopshop created a multi-platform experience for consumers including “how-to” videos and “Prestone Diaries,” a series of mini-documentaries on social media that demonstrate how drivers and mechanics overcome the seemingly insurmountable. The shop crafted a special effects-based visual approach that combined shots from Prestone Labs and stock footage with the agencies own visuals.
Photography: To communicate the core idea that Prestone ‘defies’ the elements, the agency tasked their production team with immersing themselves in brutal environments ranging from the sweltering desert summer to harsh Northern New England to capture visuals of the products in action battling extreme weather conditions.

“Being able to help a brand like Prestone with such a long and rich history of constantly defining, challenging, and improving its category, is one of those rare opportunities that gets us fired up,” comments Jeff Roach president and chief strategy officer at Schiefer Chopshop. “To successfully bring a fresh and effective take on a brand with Prestone’s kind of heritage is a gift.”