Posts tagged Lucky 21
Lucky 21’s Andrew Ryan Shepherd Directs “It Breaks You In”

Lucky 21’s Andrew Ryan Shepherd presents the cinematic look at a young man’s life shaped and changed over time, like his Nokona baseball glove. “It Breaks You In” is an ode to baseball that wields quietly powerful emotion, where moments of heartbreak and defeat yield to small joys and earned triumphs. The Texas-made glove is a constant companion throughout this journey.

Since 1934, in Nocona, Texas, premium ball gloves have been handcrafted by skilled American workers using the world’s highest quality leathers. Nokona gloves are individually cut, stamped, stitched, laced, and embroidered, which gives each one its own unique identity and feel. That spirit of individual identity and personality within a collective effort is ever-present in Shepherd’s piece and a reflection of baseball itself. 

To create this passion project, Shepherd collaborated with the team at Lucky Post. Having worked together on other projects made this labor of love an act of friendship, one that ushered forth a filmic narrative that strikes a chord no matter what moves you forward through strikeouts and home runs.

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Many Seeds Of Change Bring Awareness To Bonton Farms

Bonton Farms is redefining community in its neighborhood in South Dallas in unique ways. Among them, utilizing the wider community of supporters, including the Dallas advertising community, to help make an impact. Over the past year, Element Ad 2 and AICP member companies, including Lucky 21 and Lucky Post, came together on a journey of discovery that would ultimately result in a pro-bono 360 awareness campaign for the organization. The campaign underscores “Redefining Community” to show that Bonton Farms isn’t just about food. It’s a collective effort to highlight and address systemic inequity.

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Bonton is located in a South Dallas neighborhood where poverty is rampant, jobs are scarce, and access to what many people take for granted is limited; a school, for instance, or a place to purchase groceries. A mere seven minute drive from downtown Dallas, Bonton residents have a 58% higher risk of cancer and a 61% higher risk of stroke than the rest of the metroplex.  Still, it is a place of hope where residents and transplants have come together to help make meaningful change.

Photographer: Christina Childress

At the heart of this movement is Bonton Farms. Since its establishment, Bonton Farms has expanded from a hands-on place of sustenance and education to a 40-acre center with a market and resources that help residents pursue job opportunities, open businesses, maintain housing stability, and provide education to their families.

Photographer: Christina Childress

Element Ad 2 - a consortium of advertising professionals who work on an annual pro-bono campaign as part of their Ad 2 membership - took up the challenge to communicate the multifaceted ways in which Bonton Farms and neighborhood locals are making change.  The goal is to provide viewers with a greater understanding of the socioeconomic inequalities present in Dallas, and to drive support for Bonton Farms. 

Photographer: Christina Childress

“I’ve always said that once you are exposed to an issue, you have two choices: pretend it doesn’t exist - which is very hard to do - or help,” says neighborhood resident and Bonton Farms founder Daron Babcock. “The more people really see, the greater the involvement. So to have this investment of energy and talent in telling our bigger story is really vital to being a catalyst for change.”

For the people involved in making the campaign, the process began with firsthand experience at Bonton Farms, absorbing, listening, volunteering, and understanding. From there, the team at Element Ad 2 developed a digital and broadcast campaign, including spots produced in partnership with production company Lucky 21 and Lucky Post.

“Bonton Farms touches so many lives, and is helping to turn around a largely ignored neighborhood with hard work and hope,” comments Creative Director McKenzie Teng. “Our goal was to provide Bonton Farms with 360 branding to help communicate their mission and story. It’s a life-changing organization, ours included.”

“Working on this campaign was electric - you could feel the energy and passion from everyone involved,” says Lucky Post Editor Sai Selvarajan. “Having volunteered at Bonton Farms, I understood how they are working holistically to address change - and am excited to contribute to a campaign that further amplifies the message and the importance of what they do.”

Director Richard Krause Joins Lucky 21
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Lucky 21 is excited to welcome Richard Krause to its directing roster. Krause is an award-winning director of commercials, music videos, and brand films for such clients as AT&T, Cisco, Duralast, Mercedes, Nvidia, and Orkin.

A longtime admirer of Richard Krause’s work, Lucky 21 EP Brandon Tapp explains, “Richard’s work is elevated, cinematic, and genuinely connects with audiences. Having honed all areas of filmmaking, from concept development to visual effects, he has a global understanding and directs from that perspective. It’s a value that makes him such a strong filmmaker and partner to the other creatives in the process.”

Krause studied film and visual arts at the University of North Texas where he developed a body of work that showcased his eye for visual storytelling. After graduating, Krause directed content for Dallas Cowboys before moving to the Bay Area in 2007. There, Kause was a freelance director for companies, including Dolby, crafting brand-driven projects that marry striking style and compelling narrative. The ability to infuse high production value in everything he creates has been a hallmark of the filmmaker, whose understanding of visual effects, editing and post, adds depth and dimension to each collaborative endeavor.

Now based in Utah, where Snowboarding and nationwide flights are plentiful, Krause is excited to join forces with Lucky 21 for work in branded content and advertising. He relays, “I’ve known of Lucky 21 for many years and have worked with the guys in Sailor Bear (David Lowery, Toby Halbrooks, James M. Johnston) who are part of the Lucky 21 director roster -- so it just feels right. Cool people, great work, and a little bit of home.”

Hype WorldLucky 21
“If you’ve got what it takes, prove it.” — The U.S. Air Force Academy Launches New Campaign
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Grit, intelligence, skill, strength and patriotism are just a few of the many qualities exemplified by the Cadets of the U.S. Air Force Academy as seen in a new spot aimed at students who have what it takes to become a part of this prestigious institution. The project was directed by Jeff Bednarz for agency GSD&M and filmed on location at the campus of the Academy, a National Historic Landmark where over 4,000 students participate in military training, academics across 32 disciplines, as well as athletic and character development programs. The campaign includes a :30 for broadcast, as well as social media companion pieces.

Click here to view the spot.

Hype WorldLucky 21
BY THE COAST Sees “Ghost” In Haunting New Video Directed by Andrew Ryan Shepherd

Otherworldly longing permeates the new video “Ghost” directed by Andrew Ryan Shepherd for BY THE COAST. The video introduces BY THE COAST’s inaugural track, which debuts on Spotify December 14th. BY THE COAST is a new project by accomplished musicians Nick Box and Adam Fischer who united with Director/Photographer Shepherd to design the band’s visual identity, from key art and photography through the haunting and mysterious journey in “Ghost.”

BY THE COAST (photo by Andrew Ryan Shepperd)

BY THE COAST (photo by Andrew Ryan Shepperd)

BY THE COAST came to fruition by fate and Instagram, when Fischer posted the early stages of a song in development. Fischer very nearly deleted the post, but not before it caught the ears of Box who is known for incorporating subtle piano into emotive, sweeping arrangements. From the digital space to the real world, a collaboration between the two artists came about organically and effortlessly, transforming from one song to many.

With the collaboration sparked via Instagram, it seems fitting that visuals were always an essential part of the expression of BY THE COAST, who found a co-conspirator in Lucky 21’s Andrew Ryan Shepherd. Working with Box and Fischer was a welcome opportunity for Shepherd, a musician-turned-director for whom audio and image are inseparable.  To create the dreamlike atmosphere in “Ghost,” Shepherd turned to his friends at Lucky Post to shape the video’s edit, color, and visual effects.

Hype WorldLucky 21, Lucky Post