Jovia-itis

super bowl campaign

Five years after their rebrand and one year after their expansion to Brooklyn and Queens, Jovia was ready to introduce themselves to new markets. There was no better stage for it than the Super Bowl.

ART DIRECTION

creative direction

poster design

storyboarding

video production

printed ads

Jovia•itis Super Bowl Spots

The campaign centered around jovia•itis: a side effect of not-for-profit banking that causes you to have an inflammation of money and happiness.
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Two spots were aired in the tristate area during the Super Bowl, featuring illustations by Sebastian Curi.

Spot 1

Spot 2

During the shoot, I assumed the roles of assistant production designer and assistant script supervisor; I helped design props and coordinate scenes with the actors.

Poster

The poster became the printed version of the commercial, using stills from the video and other illustrations.

process ↓

Cover Wrap

The poster became the printed version of the commercial, using stills from the video and other illustrations.

Process: Cover Wrap

The driving force of the campaign are the illustrations; they are the centerpiece of everything.
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It started with a cover wrap for the New York Daily News. Newsprint is a medium I've been always drawn to, I'm a big fan of the pulpy texture. Knowing where it was going to be published, my mind immediately went to sensationalized headlines and "clever" wordplay as well as the Weekly World News Bat Boy covers.

Process: Comic Strip

Some additional inspiration came from the Decision comic strips from the 90s.