Seamless ‘We Fueled This City’
TVC, outdoor and social campaign celebrating Seamless' 20th anniversary and past two decades in the iconic city it serves.
Agency: BBH NYC
Press: thedrum.com
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Director: Andy Baker
Creative Director: Lucia Davies
Production Company: Hornet
Producer: Dez Stavracos, Lucia Davies
Editor: Stephanie Andreou
Production Coordinator: Riley Spencer
Art Director: Guy Field, Andy Baker
Character Designer: Guy Field
Background Designer: Pete Sharp, Guy Field
Background Artists: Ivan Aguirre, Andres Padilla, Kathleen Gleeson, Greg Wilson
Storyboard Artist: Barry Reynolds
Animators: Jared Deal, Tyler Dibiasio, Krystal Downs, Sami Healy, Hyo Bin Kang, Natalie Labarre, Sara Litzenberger, Harry Teitelman, Hazel Zheng
Clean up & Colour: Andy Kennedy, Caitlin Fogarty, Jon Yellowhair
Compositors: Tavet Gillson, John Harrison
Sound Design: Sound Lounge
The film tells the story of Seamless’ role in fueling New Yorkers through it all – starting from 1999 all the way to the present day. Hero'ing Seamless' dedicated delivery riders, the viewer is taken on a journey through time, seasons and New York’s five boroughs with hidden “only in New York” details from the last 20 years.
The film was also brought to life with a special rewritten rendition of Starship’s 'We Built This City', aptly renamed, 'We Fueled This City'. Seamless took an integrated approach with this campaign: taking over the city with new OOH creative, a logo takeover within the brand's various properties, and new TV and digital video creative (the first TV ad launched since 2017). Supported by a print campaign, Seamless evolved its design to convey the “We’ve delivered through it all” message on subway and out of home ads.
