Sorry Bunny on his public apology tour© Craig Orsini
Sorry Bunny with Tom Brady and shooting crew© Craig Orsini
Sorry Bunny with John Legend © Craig Orsini
Craig Orsini Helps the Easter Bunny Apologize
Over the last four years, photographer Craig Orsini has been working to incorporate more and more video into his workflow. He knows that clients love the ease of having a director and a photographer on set – and that they appreciate the economic benefits, too.
Craig’s diligence ended up paying off big time when he was offered a job by a longtime client, creative director Ted Schlueter at Crunch Brands. What initially started as a quick studio shoot led to twelve days of travel across the United States, punctuated by fun shoots with several different celebrities.
The campaign was designed to promote Unreal, a new (and healthier) alternative to big-name candy. The concept was that the Easter Bunny finally learns exactly how many unhealthy and artificial ingredients are in the treats he leaves behind every year and decides to make amends. First the regretful rabbit apologizes. Then, realizing he needs to go public with his message, he embarks on a national publicity tour.
The project called mostly for video, although a handful of stills were needed as well. Always eager to work with the latest and greatest equipment, Craig used a service called LensProToGo.com to rent a new Canon C-100 alongside his usual lens kit of primes. He was also involved with the concept for the campaign, working with creative director Amelie Loyot and copywriter Mark Nardi—“It made for an amazing team and experience,” he says.
Because of the celebrity endorsers’ busy schedules, the crew would have to be small – making Craig’s range of skills especially useful – and would have to work quickly. Over the course of almost two weeks, the crew visited Tom Brady in Boston, John Legend in New York City, Maria Shriver on the west coast, and then looped back to New York to film with Jillian Michaels.
There were some challenges with all the travel, like an unexpected major snowstorm, but despite the complications everything ultimately worked out for Craig and his crew. The video content was produced by Craig’s partner Element Productions with Executive Producer Eran Lobel. Element Productions finished post-production and the site went live within four days. See the fruits of Craig’s labor here, www.sorrybunny.com.
See more of Craig’s work here.
