Partners in Crime, the flex business model agency launched in San Francisco last year by DDB, Mullen and West creative vet Stephen Goldblatt, has been busy.
Its latest work is the debut campaign for GolfBook, the only digital platform you need to manage your time on the course. In order to explain what this sort-of-new product does, PIC lampoons some deliciously low-hanging fruit: Ted Talks. In this case, the title character is Fred, a guy who might remind you a lot of someone’s dad or boss.
“Fred is a guy who loves golf over everything else,” said Goldblatt. “He has a knack for explaining anything golf-related in a simple and humorous way.”
So he does!
The campaign is all about Fred, his passion for golf, and his tendency to reduce everything to a comparison between straight talk and however The Kids are communicating these days.
“As long as golf continues to grow with innovative technology, there will be Fred,” Goldblatt added, noting that Partners In Crime will further develop the character through social media and IRL appearances.
We don’t personally know much about mortgages or kids, but gluten is indeed hard.
Fred keeps going in a way that is not too different from some of the lower quality Ted Talks. And he does succeed in explaining how to use a product that’s completely new to us.
Regarding the agency/client relationship, GolfBook president and CEO Gene Pizzolato (who has worked with Goldblatt in the past) said, “With Partners in Crime, we were able to get real bang for our buck in addition to great creative. The platform they created is unique for the market and will allow us to show up in endless ways, from app communication to marketing activities and events.”
Goldblatt explains the model as such: “By keeping overhead low and aligning with strategic and production partners, Partners in Crime is able to deliver world class creative without requiring traditional staffing models, production budgets or extensive timelines.”
So they probably won’t be pitching for Miller Lite anytime soon, but they get the work done.
CREDITS
Client: GolfBook
President, CEO: Gene Pizzolato
Director of Marketing: Joe DiFiore
Agency: Partners in Crime
Creative Director / Founder: Stephen Goldblatt
Art Director: Stephen Goldblatt
Writer: Brian Perkins
Agency Producer: Greg Speck
Production Company: Where The Buffalo Roam
Executive Producer: PJ Koll
Line Producer / Executive Producer: Chris Whitney
Production Coordinator: Phil Tang
Post Producer: Taraneh Golozar
Director: Brian Perkins
Director of Photography: Brett Simms
2nd Camera DP: Will Nail
Animator: Ryan Luse
Animator: Jess Gibson
Editor: Marco Svizzero
Post Production: MFDsf
Colorist: Ayumi Ashley
Producer: Nick Castillo
Sound Engineer: Joel Rabe