Ethan Pines shot this humorous, conceptual campaign with Wunderman Thompson for the flu medication Xofluza. Tagline: The Flu Sucks … Everything Out of You. “This was a challenging one,” Ethan says. “We needed a winter city in August, realistic ‘deflated’ characters, talent that could represent U.S. diversity, and an authentically American classroom, basketball court and bus stop.”
The solutions? He and his crew shot in Cape Town, South Africa. Their stylist created practical frames that could wear the clothing like deflated people. They scouted dozens of locations and built a bus stop from scratch. They created custom basketball pennants and uniforms. And they transformed a South African classroom to a quintessentially American one, from flooring to set dressing to desks.
Represented by Randy Cole Represents.
