How The Farmer's Dog was able to take the lead due to its Emmy-nominated commercial
For the team at the Farmer's Dog, the goal of their first Super Bowl ad was simple to get people crying. "There was a sentence in the brief that was basically, if we don't make the audience cry that's a failure," said filmmaker Goh Iromoto who brought The Farmer's Dog now-iconic (and Emmy-nominated!) advertisement "Forever" to come to. "I'll forever be able to remember that phrase. This was a huge motivational factor, both creatively and to me."
We wanted to learn more about the commercial Staff-Picked- which was the most rated commercial of the 2023 Super Bowl and has received the Emmy nod (!) So we talked to Goh as well as the team of creatives of The Farmer's dog to find out the details of their incredible collaborative process, their super-detailed brief, and the dogs which were the inspiration behind the spot. Discover more information about the major lessons learned from this episode. Or, you can watch the entire conversation below.
| Name of project | "Forever" The Farmer's Dog |
| Participants |
Teressa Iezzi Director of Content and Creative
Sophie Forman, Director of Brand Design |
| Objectives of the Campaign |
Teressa and Sophie were looking to develop ads that would embody the company's rallying call to action, "Long Live Dogs."
The business has focused its advertising on the small specifics of its products. But Teressa and Sophie realized that the Q1 campaign should be more specific about how it will bring its mission that is to help dogs live longer, more joyful and healthier lives with a distinct approach. |
| Goals |
Recreate the Farmer's Dog goal and rallying call in an artistic, effective technique
Create an emotional narrative that is more than the specifications of the item. |
| Timeline |
The entire campaign took four months from start to finish to complete The structure of the campaign resembling to this:
October November | Goh is sharing his field with the team. December | Shoot January | Post-production February |
| Resources | The Farmer's Dog team worked incredibly together with Goh when it came to the development of the final product. Goh was the creator and the director of the entire project, and Teressa as well as Sophie played a key role in the development of the project. They worked together throughout the entire process from the beginning until the end. |
| The most crucial lessons |
* Put money into your short
The tale is the main thing to focus on, not the products. * Great work deserves great promotion |
Article was posted on here