ADC Awards
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Poppy & The City
Agency CRUISE / San Francisco + Avocados & Coconuts / San Francisco + One Union / San Francisco + Mission Film & Design / San Francisco
Category
Motion / Film Craft / Editing
Annual ID
ADC101_INH042M
About the Work
PROBLEM: Human error is the cause of nearly every car accident. Cruise self-driving cars (AKA “robotaxis”) are safer than human drivers. Yet many people in our first market, San Francisco, don't trust them. We needed to increase trust before asking people to take a ride.
INSIGHT: People will assume Terminator intentions unless shown R2D2 behavior.
STRATEGY: Infuse our self-driving cars with humanity and personality - show they are cautious, likeable, have perfected their driving skills, and are already contributing to the well-being of the city.
IDEA/SUMMARY: The story of Poppy, the self-driving car, as she learns to drive and gets to know the streets and residents of San Francisco over the years.
REQUIREMENTS:
Acknowledge the distrust
Show our dedication to perfecting self-driving technology over many years
Express our love for the city, its culture, and its people
Create optimism about our upcoming ride-hail service
FILMMAKING CHALLENGES:
No talking (our cars are intelligent but can’t speak)
No CGI
No unrealistic driving behavior
INSIGHT: People will assume Terminator intentions unless shown R2D2 behavior.
STRATEGY: Infuse our self-driving cars with humanity and personality - show they are cautious, likeable, have perfected their driving skills, and are already contributing to the well-being of the city.
IDEA/SUMMARY: The story of Poppy, the self-driving car, as she learns to drive and gets to know the streets and residents of San Francisco over the years.
REQUIREMENTS:
Acknowledge the distrust
Show our dedication to perfecting self-driving technology over many years
Express our love for the city, its culture, and its people
Create optimism about our upcoming ride-hail service
FILMMAKING CHALLENGES:
No talking (our cars are intelligent but can’t speak)
No CGI
No unrealistic driving behavior
2022 Awards
Total Points: 3
Merit Honor
Credits
Internal / In-House Agency
CRUISE / San Francisco
Production Company
Avocados & Coconuts / San Francisco
Post Production Company
One Union / San Francisco
Mission Film & Design / San Francisco
Art Director
Andrew Wallace
Chief Marketing Officer
Kristine Boyden
Composer
Kyle Rodriguez
Director
Spencer MacDonald
Director of Photography
Mike Reyes
Editor
Andy Berner
Executive Creative Director
Amani King
Executive Producer
Dalia Burde
Music Supervisor
Todd Porter
Assistant Editor
Hanna Moradi
Colorist
Chris Martin
Line Producer
Audrey Gloeckner-Kalousek
Motion Graphics
Kyle Davidson
Senior Art Director
Madeleine Maguire
Sound Mixer
Andy Greenberg
Michael Clifford
1st AC
Dean Snodgrass
2nd AC
Gabe De Cuba
Brand Marketing Manager
Peter Martin
Drone Operator
Andrew Kass
Gaffer
Tej Virdi
Head of Brand Marketing
Stephanie Bevegni
Head of Creative & Content
Tom Parker
Head of Creative Operations
Zach Loker
Post Producer
Jessica Kenney
Production Coordinator
Gabby Occhipinti
Laura Haynes
Senior Director, Marketing
Amy Kepler
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