Xerox Film Pulling Back the Covers on Gary Shteyngart’s Writing Process by Y&R New York

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Pulling Back the Covers on Gary Shteyngart’s Writing Process

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Industry Website
Media Film
Market United States
Agency Y&R New York
Chief Creative Officer Leslie Sims
Executive Creative Director Joao Coutinho
Creative Director Margot Owett, Fern Cohen
Production Ghost Robot
Director Benjamin Dickinson, Alex Markman, Christina Wadsworth
Released September 2017

Credits & Description

Author photos:
Lee Child
Gary Shteyngart
Joshua Ferris
Roxane Gay
Client: Xerox
CMO – Toni Clayton-Hine
Vice President, Global Brand, Advertising and Media - Barbara Basney
Director, Global Advertising and Media - John Fredette
Manager, Digital Advertising - Linda Bandith
Marketing Coordinator - Kirsten Foulke

Agency: Y&R New York
Chief Creative Officer: Leslie Sims
Executive Creative Director: Joao Coutinho
Creative Director: Fern Cohen
Creative Director: Margot Owett
Head of Integrated Production – Greg Lotus
Executive Producer - Mathieu Shrontz
Associate Producer – Brit Hager
Executive Producer/ Head of Music – Lauriana Zuluaga
VP, Account Managing Director - Britta Dahl
Account Director, VML- Seth Galena
Account Supervisor - Arantza Urruchua

Production Company – Ghost Robot
Executive Producer(s) – Mark DePace, Zachary Mortensen
Head of Production - Kacie Barton
Director(s): Benjamin Dickinson, Alex Markman, Christina Wadsworth
Producers: Zachary Kislevitz, Judy Craig, Amber Schaefer
DP(s) – Matthew J. Santo, Milos Jacimovic, Justin Kane, Jon Peter
Production Managers - Allegra Isenberg, Caroline Conrad, Richard Theisen
Post Producers - Jill Ferraro, Katie Meyer
Editors - Alex Amoling, Jae Lee, Liz Bilinsky
Design - Griffin Frazen
Animation & Compositing - Chris Mennuto, Kim Dulaney
Assistant Editors - John Mattia, Emmett Ashton
Sound Design / Mix - One Thousand Birds
Color Grade - The Mill
Colorist - Damien Van Der Cruyssen
Xerox unveiled the first installment of its ambitious new book project, Set the Page Free. Developed by Y&R New York, Set the Page Free is a book collaboration of 14 celebrated and award-winning international writers and creative talents. The book will feature chapters by each of the contributors, which together tell the ultimate story of the modern workplace.
Available on the Set the Page Free website,, the first installment features video documentaries, exclusive photos, book excerpts and podcasts from the first four contributors. Lee Child unlocks the secrets of creating suspense, Joshua Ferris becomes invisible, Roxane Gay talks about architecture and affairs, and Gary Shteyngart shares the fundamentals of great writing: “You gotta have a soft robe...a lot of people don’t know how to use their bathrobe belts, and that’s why they are not good writers.”
“Project Set the Page Free brings together a remarkable group of acclaimed writers and artists to tell the story of the ever-evolving modern workplace,” said Leslie Sims, Chief Creative Officer, Y&R North America. “What better way for Xerox to celebrate their commitment to fueling creativity and setting the page free.”
The campaign, which spans September to December, will include additional content from a cavalcade of famed artists like singer-songwriter Aimee Mann, award winning novelist Joyce Carol Oates, former poet laureate Billy Collins and others.