| Title | Battle of the Beans |
| Agency | RPA |
| Campaign | SOYJOY |
| Advertiser | Pharmavite LLC |
| Brand | SOYJOY |
| Posted | January 2009 |
| Business Sector | Food |
| Tagline | Whole Soy. Real Fruit. Longer Lasting Energy. |
| Story | No human being has ever witnessed this, but in offices all around the world every day at 3pm armies of healthy foods battle it out with armies of sugar snacks. Watch the Jellies go medieval on the Soys, and see how the Soys eventually win the battle with Zen-like determination in this ad for Soyjoy via RPA. |
| Philosophy | Seemingly fed up with actors' antics and pyrotechnics problems, "Independence Day" and "Prince Caspian" DOP Karl Walter Lindenlaub was surprisingly stoked about filming an empty white table for a day. |
| Problem | After choreographing fights between cars and cans of sardines, stuffed dolls and bags of chips, it was a breeze to animate a bunch of beans with no arms and legs. With the same counter-intuitive dynamic that works so well in Apple's "Mac vs PC" campaign as well as countless super-hero movies, the baddies are much more fun than the heroes: They're more colorful in the first place, and they start the fight as crazy and amped-up as a bunch of Scottish warriors straight out of Braveheart. Only when the sugar crush wanes does the way of the Samurai Soys win the day. |
| Media Type | Television |
| Length | |
| Telecine | MPC LA |
| Creative Director | Mark Erwin |
| Art Director | Brian Farkas |
| Copywriter | Lauren Smith |
| Agency Producer | Monika Prince |
| Director of Photography (DOP) | Karl Walter Lindenlaub |
| Editor | Erik Barnes |
| Editing Company | Brand New School |
| Production Company | Brand New School |
| Animation | Brand New School |
| Sound Production | Margarita Mix |
| Sound Design Company | Nathan Dubin |
| Colorist | Mark Geffen |
| Post Supervisor | Darren Jaffe |
| Sound Design Company | Human Worldwide |
| Music Company / Composer | Human Worldwide |
| Director | Ben Go |
| Director | Jens Gehlharr |
| Designer | Benji Bamps |
| Stylist | Christine Wada |
| Production Company | Third Floor Editing |
| Art Director | Robert Bisi |
| CG Supervisor | Steve Sloan |
| Graphic Designer | Tina St. Claire |
| Executive Producer | Jennifer Sofio-Hall |
| Line Producer | David Wolfson |
| Performer | Sarah McMaster |
More Work
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- BRAND:
- California Horse Racing
- AGENCY:
- RPA
Tattoo
- BRAND:
- California Horse Racing
- AGENCY:
- RPA