INSTACART
It’s All in the Phone
There are bananas in your phone. There are paper towels. Rib-eye steaks. Canned cling peaches. All in your phone. In fact, ever since ShopRite and Instacart teamed up, everything you love from the grocery store is now in your phone, on the app Instacart.
Practical Effects
People aren’t amazed by CG anymore. So, the challenge was to pull this off in camera with old-timey prop-master approaches. So much of the credit goes to the director Mike Long: his treatment was “let’s go practical; the reward will be better.” He even suggested casting magicians who were great at sleight of hand. He also stressed the importance of getting amazing prop master Matt Dayton and starting tests weeks in advance.
Listen up, ribeye.
The very simple idea we landed on hit directly on “how Instacart works,” with an emphasis on the ease and immediacy of using the app. The campaign also included non-broadcast, streaming radio to continue the simple message that all you need from your local grocery store is in your phone. You can hear the streaming radio spots here:
The Team
Director
Executive Producer
Director of Photography
Production Co
Editor
Editor Assist
Post Producer
VFX
Color
VFX Producer
VFX Production Co
Sound
Music
Mike Long
Greg Schultz
Ivy Chu
Rumpus + Make
Andrea Mendoza
James Kracht
Jacklyn Sandoval-Roman
Andy Brown
Adolfo Martinelli
Joel Paisner
Jogger Studios
Dusty Albertz
Marmoset
McGarrah Jessee
Tim Roan
Adrien Bindi
Page Kastner
Bryson Schmidt
Abby Hinojosa
Jon Buss
Nick Schulte
Nick Carr
Agency
CCO
Senior Art Director
Senior Art Director
Senior Copywriter
Executive Producer
Senior Producer
Brand Director
Senior Strategist
Instacart / Shoprite
Brian Button
Erin Sloan
Brand
Creative Director
Senior Co-Marketing Manager