Advertising Re-imagined

Synopsis of the film - Coming this spring.

Project Re: Brief is an inspiring story about the need for creative thinking in the face of enormous technological shifts in the way we communicate. In a beautiful collision of minds and media, Project Re: Brief is a grand experiment whereby Google partnered with five of the brightest “old-school” legends from advertising to re-imagine their most iconic creative work from a half-century ago for the modern web.

Directed by Doug Pray, and the same team who joined him to make the Emmy-Award-winning film and PBS hit “Art & Copy,” Project Re: Brief is a film that aims to shake up the ad industry and inspire new ways of thinking. While shifting formats and media platforms is one thing, as we learn from our heroes of the past, the basic tenets of human storytelling haven’t changed.

The Cast

  • Harvey Gabor

    Harvey Gabor began his career as an Art Director at McCann-Erickson. It was during his time here that he created some of his most memorable and recognized work, including “Hilltop”. Over the course of his career, Harvey received numerous accolades including 4 gold medals, 5 Clios and over 100 certificate awards for both print and television, while ‘Hilltop’ was inducted into the Advertising Hall of Fame. A proud father and grandfather, he is now retired and lives with his wife, Barbara in Michigan.

  • Amil Gargano

    Amil Gargano began his advertising career in Detroit before moving to New York in 1959. It was here he joined forces with Carl Ally and formed the advertising agency Ally & Gargano. The agency had a simple credo: “Be blunt, open and honest. Find the truth, and then hit people over the head with it.” Amil is an inductee into The One Club for Art & Copy, Creative Hall of Fame, and the Art Directors Club Hall of Fame. Now retired, he lives with Elaine, his wife of 47 years, with whom he has a son and three grandchildren.

  • Paula Green

    Originally from Hollywood, Paula Green worked as a secretary at Fawcett Publications before embarking on what became a formidable career at Doyle Dane Bernbach. Working with art director Helmut Krone, she created a campaign for Avis that not only revolutionized the company but the entire industry. Paula ascended to Creative Vice President of DDB, eventually leaving to start her own agency with her husband.

    Paula continued creating groundbreaking work for clients such as the ILGWU, New York Times, Goya, Subaru and the American Cancer Society. She has won every major advertising award and was recently inducted into The One Club Hall of Fame. Paula currently lives on the Upper West Side of Manhattan, enjoying her life as both a mother and grandmother. She is also in the early stages of authoring a book.

  • Bob Pasqualina and Howie Cohen

    Bob Pasqualina and Howie Cohen began working together as a young creative team at advertising agency Wells, Rich, Greene. After creating some of the agency’s most successful work, the pair founded their own agency, Cohen, Pasqualina & Timberman, before eventually returning to Wells, Rich, Greene to serve as co-creative directors of the LA office. Howie still lives in Los Angeles with his wife and is currently CCO of The Phelps Group. Bob is happily retired and lives in Massachusetts with his partner Trisha.

  • Doug Pray

    LA-based filmmaker Doug Pray received a BA in sociology from Colorado College and an MFA from UCLA’s Graduate School of Film & Television. Known for documentaries that explore movements and subcultures, his films include 'HYPE!' (1996), 'SCRATCH' (2001) and 'SURFWISE' (2008). In 2005, Doug embarked on what would become a four-year-long journey into the world of advertising. The result was 'ART & COPY' (2009), an inspiring look into the industry, its memorable campaigns and the creative legends behind them. The film was released to wide acclaim and went on to receive numerous accolades including an Emmy Award.

  • Google

    At Google, we believe technology has the power to transform advertising. Over nearly two decades of innovation later, we've come a long way since the blinking banner ads of the early Internet. But we think the most exciting changes are still to come, as marketers and agencies increasingly embrace technology to create the next generation of ads that we will all love, remember and share. We started Project Re: Brief as an experiment to start baking technology into the creative process.

The Credits

Made by Google, with friends from Johannes Leonardo and Grow Interactive.

Directed by Doug Pray

Independent Contributors & Executive Creative Directors

Harvey Gabor, Amil Gargano, Howie Cohen, Bob Pasqualina, Paula Green
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Project Leads & Film Producers
Aman Govil
Deepak Ramanathan
Marketing Managers
Mike Glaser, Emel Mutlu, Sally
Cole, Pamela Eng
FILM PRODUCTION
Director
Doug Pray
Production Company
Oil Factory
Executive Producer
Jay Wakefield
Line Producer
Peter Murray
Director of Photography
Peter Nelson
Editor
Philip Owens
Post Producer
Iza Frank
Executive Creative Directors
Jan Jacobs, Leo Premutico
Senior Creatives
Alex Romans, Ben Clare, Steven
McElligot, Jerome Marucci
Creatives
Emmie Nostitz, Sandra Nicholas, Harv Bains, Julie Matheny
Head of Design
Andrea Gustafson
Designer
Isaac Weeber
Head of Integrated Production
Jenny Gadd
Executive Producer
Aaron Royer
Digital Producer
James Young
Producer
Floyd Russ
Account Team
Dean Rubinstein, Carter Collins, Emily Hoyle
Creative Director
Drew Ungvarsky
Senior Art Director
Matt Clack
Producers
Jarrett Beeler, Sonya Parker, Michael Rose
Design Director
Joe Branton
Developers
Ricky Williams, Chris Gammon,
Gabe Molochko, Jeff Penano,
Darius Pilapil, Zach Young, Matt Campbell
Animators/Designers
Jason Levesque, Josh Newton
Account Director
Eric Green

CAST

ICONS
Amil Gargano
Bob Pasqualina
Harvey Gabor
Howie Cohen
Paula Green
GOOGLE
Aman Govil
Andy Berndt
Brad Bender
Cecelia Wogan-Silva
Deepak Ramanathan
Emel Mutlu
Joe Sparks
Lisa Gevelber
Matt Ackley
Mike Glaser
Neal Mohan
Pamela Eng
Sally Cole
Susan Wojcicki
Wook Chung

Special ThanksAlene Latimer, Andrea Faville, Bianca Livi, Brian Zeug, Dahni Ma, David Monsees, Debbie Hagan, Erin McMahon, Izabela Hawken, Jaci Badzin, Janine Gianfredi, Jen Murphy, Jessica Igoe, Jim Lecinski, Karen Sauder, Kenneth Rubenstein, Kevin Kells, Kristen Chard, Larissa Cardenas, Lorraine Twohill, Mandy Klearman, Samantha Fink, Samantha Gould, Scott Gerwin, Seth Fast Glass, Whitney Horton

JOHANNES LEONARDO
Aaron Royer
Alex Romans
Ben Clare
Carter Collins
Dean Rubinstein
Emily Hoyle
Emmie Nostitz
Jan Jacobs
Julie Matheny
Leo Premutico
GROW
Drew Ungvarsky
Jarrett Beeler
Jeff Penano
Matt Campbell
Matt Clack
Ricky Williams
Sophie the Dog
ALKA-SELTZER
Laura Schwieterman
Odette Canton
Tracy Nunziata
Wilmette Dadzie
Special Thanks

Allyson Daly, Jessica Graf, Richard Bullitt

AVIS
Jeannine Haas
John Peebles
Special Thanks

Allyson Botto, Diane Matthews, Eric Chang, John Barrows

COCA-COLA
Jackie Jantos
Special Thanks

Angus Haig, Anthony Phillips, Bernadette Drankoski, Judith Snyder, Liz Gorski, Ted Ryan, Wendy Clark

VOLVO
Linda Gangeri
Special Thanks

Geno Effler

FAKE LOVE
Blair Neal
Caitlin Morris
Josh Horowitz
Special Thanks

Caitlin DeAngelis, Layne Braunstein

NEXUS
Johnny Kelly
Luke Youngman
Michael Kirkham
INDUSTRY CONTRIBUTORS
Emma Cookson
Gareth Kay
Keith Reinhard
Ted Royer
ADDITIONAL CAST
Eric Gabor
Irv Gordon
Milt Moss
Urszula Nicewicz

MADE POSSIBLE WITH SUPPORT FROM

RE: BRIEF WEBSITE DESIGN & DEVELOPMENT
Digital Production Company
Fantasy Interactive
Senior Designer
Simone Magurno
User Experience Designers
Adam Diehl, Jack Wright, and Yuwei Fu
Senior Digital Producer
Chris Rubin
Digital Producer
Johnny Michaelsen
Senior Technical Manager
Jeff Yamada
Senior Interactive Developer
Kris Hedstrom
Interactive Developer
Darcy Clarke
Interactive Developer
Eric Moncada
Account Director
Carol Callesano
COKE INTERACTIVE MACHINE
Interactive Production House
FakeLove
Partners/Creative Directors
Josh Horowitz & Lane Braunstein
Creative Technologists
Blair Neal and Caitlin Morris
Producer
Caitlin DeAngelis
COKE CONTENT PRODUCTION
Production Company
Rebolucion
Director
Nicolas Nubile
Executive Producer
Mariano Avellaneda
Editorial House
Cosmo Street
Editor
Davie Cea and Steve Bell
Music
Human
VOLVO CONTENT
Production Company
RSA
Director
Henrik Hansen
Executive Producer
Philip Fox-Mills
Editorial House
Rock Paper Scissors
Editor
David Brody
Music
House of Hayduk
ALKA-SELTZER CONTENT
Production Company
Radical Media
Director
Rosey
Editorial House
Cosmo Street
Editor
Steve Belle
Editor
Craig One
Editor
Tiffany Burchard
Assistant Editors
Hugo Jordan, Nikolai Johnson, and Zack Winick
Executive Producer
Maura Woodward
Producer
Stacey Piculell
Post House
Katabatic Digital
Post Producer
Seth Tabor
Artist
Emery Wells
Mix/Sound Design
Penny Lane Studios
Sound Designers
Bobby Sorentino and Dan Walsh
Sound Producer
Claudia Gaspar
Music
Beacon Street
AVIS CONTENT
Animation Company
Nexus
Director
Johnny Kelly
Illustrator
Michael Kirkham
Executive Producer
Luke Youngman
Producer
Jo Bierton
Music
Human
Voiceover Production
Studio Center