Daily Planet Makes It Pop In LA
October 11, 2019 by Screenmag
Daily Planet Productions recently wrapped a visually-driven commercial for craft soda City Pop Cola. It’s a fun and colorful spot, bringing a disco-drenched feeling of fantasy to the nighttime customers of a drab laundromat, climaxing in a roller skating party. Of course there’s roller skating!
“It was like a music video with a lot of pieces to align,” said director Michael Gabriele, “with the skaters and the dancing and the camera movement and the bubbles.” Of course there are bubbles!
“I came up with a color palette early and every single element followed that direction, helping to bring the viewer into this surreal world,” Gabriele said. “It’s a brand with a strong aesthetic and I wanted to make the most of it.”
Recently moved to Los Angeles, Gabriele divides his time between Daily Planet projects in Chicago and the West Coast. “A lot of clients are asking us to shoot in L.A. and it’s great to have Michael there as our boots on the ground.” said Daily Planet Productions President Scott Marvel.
Gabriele has extensive experience in the beverage category, having previously directed content for Courvosier, Jim Beam, Corona, and a Midwest Emmy-nomiated spot for Chicago’s Lo Rez Brewing.
City Pop is a cane sugar cola from Marz Brewing, made as an homage to the era of Japanese “New Music” from the 70’s to the 80’s.
Director: Michael Gabriele
Director of Photography: Ryan French
Color Correction: Jeff Altman
Editor: Michael Gabriele
Music: Asche & Spencer
Audio Mix: Matthew Hane