"The Perfectionist" - George Lawrence for Coca-Cola
There is no question that Coca-Cola is a successful & iconic beverage, one which many believe to be the “perfect” product. Our goal with this spot is tell a true & timeless story of substance in order to humanize the concept of "perfection."
The first step was to find a real person who solely embodies the true spirit of “perfection” within their craft. Fortunately, this was easy for us. The main subject, George Lawrence, is the father of one of the creators/directors of the spot, Joey L. Joey knew there was no better person to portray this truthful message than the person responsible for raising him to be so detail oriented. It's always a great relief to know that there are people out there just like us who are very passionate about their craft.
This piece holds a very special place in our hearts because it further instilled in us what we already believe: If you do what truly makes you happy, and do the best job you can, then success & happiness are inevitable.
In collaboration with Coca-Cola for Father's Day 2012, we wanted to share a deeper look into the motivation behind this film. Please check out "The Perfectionist" - Behind The Story: vimeo.com/43847168
Lastly, after viewing the above, there should be no need to hype-up George's work, his restorations speak for themselves. Support the good man: georgescustompaint.com
Production Company/Creative Collective: Variable
Directors: Joey L & Jonathan Bregel
Cinematographer: Khalid Mohtaseb
Producer: Tyler Ginter
Editorial: GoodPenny - goodpenny.tv
Post Production Producer: Rasha Clark
Editor: Bruce Ashley
Commissioned by the Morgans Hotel Group
for the opening of the Mondrian Soho
Starring Jeremy Strong, Maya Kazan and
Joan Copeland, March 2011
Written by: Simon Van Booy
Special thanks to the Perkins School for the Blind
Official Selection for 'New Directors 2011' at the Directors Guild of America by SHOOT Magazine