Genius

Oct 1

Written By Phil Pinto

Dog Grooming Genius

Context

We partnered closely with New York based agency Beardwood & Co. to bring their client, Global Payments, to market with a first-ever campaign for a new point-of-sale product line: Genius.
Predominantly a branding and strategy shop, Beardwood was tasked with launching the platform through an awareness-driven campaign designed to run across a broad and varied media landscape.

Challenge

With the media buy already secured and creative still being finalized, timing was the primary challenge. From initial prep through final delivery, the full production timeline was under one month. Pre-production began without locked scripts and was completed within a compressed 1.5-week window.
All assets for a 360 brand campaign, including TVC, Radio, Photo, DOOH, and Social, needed to be delivered within two weeks.

Solution

Take Care partnered with the creative and strategy teams to develop an overall production strategy for this project, guiding final creative development and outlining an approach that enabled everyone to work across multiple workstreams simultaneously. Given the aggressive timeline, we had to be prepared to produce a TVC, a unique Stills/OOH campaign, and radio, all in parallel.
A Take Care EP joined the project in a dual-EP role, representing both the production company and Beardwood, and guiding the teams as a single, unified operation. Take Care functioned as a seamless extension of Beardwood’s internal team.
Take Care served as the production company and post house. We produced all assets for the media buy: the TVC campaign, a separate stills campaign, and radio. We worked closely with Beardwood and the GP clients’ media company to develop a media plan and rollout that maximized the value of everything captured on set.

Stills

Director: Antonio Santos
Producers: Emily Weinstein, Kris Rey-Talley
DP: Sam Wootton
Photography: Kristopher / Steven
Post House: Headed Home
Agency: Beardwood & Co.
Location: Chicago

Vizio

Nike + Foot Locker