Morgan & Morgan, America’s largest injury law firm, reveals their latest campaign that offers a humorous and refreshing approach to typical law firm advertising. Behind the scenes, the project was equally unique: with a collaboration between production company ArtClass and creatives turned newly minted directors Aron Fried and Carlos Wigle, in their debut as The Dynamic Jewo.
Showcasing all the ways Morgan & Morgan offers easy access to filing a claim, the campaign kicks off with various relatable scenarios that can be difficult in comparison. The three spots capture the everyday challenges we’ve all faced: the struggle of discretely opening a snack amidst a sea of silence, enduring a mind-numbing ten minute video or attempting to cancel a gym membership. The campaign wraps with a reminder that hiring Morgan & Morgan for your legal needs can be as effortless as tapping a button.
This is the third campaign for Morgan & Morgan produced by ArtClass, with the previous productions helmed by roster directors. The latest collaboration fully integrated the creative and production process with a partnership that included consulting agency producer Matt Sausmer, agency creatives/directors The Dynamic Jewo, and the production team at ArtClass.
The Dynamic Jewo AKA Carlos Wigle and Aron Fried met way back as kids at Jew camp. With a penchant for unbridled creativity and ballyhoo, they hit it off immediately. Later, they became a multi-awarded agency creative team, concepting projects that other people got hired to direct. With the trust of longtime client, Morgan & Morgan, and a trusted production partner in ArtClass, they moved behind the camera and launched into their dream of becoming a directing duo.
“During filming, everyone (crew included) kept laughing and telling us what a great time they were having, so we knew we must've been doing something right,” Aron says. “Getting what was scripted, but also trying tons of alt scenarios and lines on the fly – and without having to harass a director to get ‘em. Bottom line: we got a scrumtrulescent taste of directing and we’re hungry for more.”
”This whole journey has been a long time coming,” adds Carlos. “It’s fitting that it’s led to being behind the camera together giggling and punching each other. Feels natural, effortless and more importantly fun.”
Client: Morgan & Morgan
Campaign: Hard & Easy
Agency: Purple Cow (In-House @ Morgan & Morgan)
CEO: Reuven Moskowitz
Head of Operations: Yehuda Apfelbaum
CCO: Carlos Wigle
Creative Consultant: Aron Fried
ACD’s: Natalia Cade, Marco Vides
Creative Media Director: Dov Drelich
EP: Matt Sausmer
Directors: The Dynamic Jewo
Production Company: ArtClass
Managing Partner: Geno Imbriale
MD/EP: Rebecca Niles
EP: Kat Garelli
DP: Jay Feather
PD: Tom Hartman
Talent & Business Affairs: Lauren Valentin @ Ingenium, Sandy Nelson
Editorial Company: In-House @ Morgan & Morgan
Lead Editor: John Piccolo
Additional Artists: Mark Phillips, Graham Hutchings, Paolo Garcia
Colorist: Jenny Montgomery @ Company 3
Audio: Jeff Payne @ Eleven Sound
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