Client: Krispy Kreme
Agency: Baldwin&
Creative Director(s): David Baldwin, Bob Ranew
Agency Producer: Liz Stovall
Art Director: Jimmie Blount
Copywriter: Britton Upchurch
Media Director: David Dykes
Digital Media Strategist: Holly Sigler
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Production Company: Remedy
Director / DP: Josh Sliffe
AD / Producer: Austin Simmons
Art Department: Ali Petre
Gaffer / Grip: Terry O'Deen
Production Assistant: Matt Carter
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Post Production: Remedy
Lead Edit: Josh Sliffe
Music Licensing: MusicBed

We teamed up with Baldwin& to shoot a series of deliverables for Krispy Kreme's Day of the Dozens campaign, a concept centered around a glazing machine that was transformed into a scannable barcode. As part of the promotion, customers visited their local store to redeem the video coupon for an additional free dozen donuts.

Hot donuts are amazing. And yes, we could eat as many of them as we wanted on set. But this project definitely had it's challenges. First there was the doughnut lab. A commercial test kitchen mostly covered in stainless steel, crowded by large pieces of equipment bolted to the ground, where we had to create multiple set-ups with various talent. Next there was the store. With large windows on almost every section of wall, we knew we had to be there at the right time.  Because we had only one short production day for these two locations, we had to carefully orchestrate everything around the 58 minutes it took a batch of donuts to go from dough to passing under the glazer.

For the test kitchen, we used a mixture of soft and hard light to help the flat, shiny surfaces have texture, depth, and interesting reflections.  For motion, we kept it mostly hand-held while carefully pushing the camera into the action to help the audience feel like they were right there.  It was important to everyone that there be a fun, gutsy, rebel feeling to the piece to help support the story of how these guys were able to re-think the way a Krispy Kreme coupon should be.

These spots were featured on Adweek, Creativity Online, and QSR, to name a few. It was also named "Best Digital Campaign of the year" by AdAge.