Jennifer Aniston, as chief creative officer for Vital Proteins were talking about the brand perfect a new line of protein bars by spending a year consulting on the right formulas to land on Peanut Butter Fudge, Cold Brew Coffee and Dark Chocolate Coconut. And when it came time to direct the commercial ad of the product, she tapped an auteur, someone she dreamed of working with.
She was talking to The Hollywood Reporter over Zoom recently of recruiting La La Land‘s Damien Chazelle and composer Justin Hurwitz for the “Every Moment Is Vital” spot. She told “It was a pinch-me moment: Is this actually happening. Why not aim high?” “It all moved so fast and we had so much fun. It was two days and it went like that [snaps fingers]. It was so easy. He’s this young kid, 37 years old, and here he is with this body of work. I’m sitting here lucky enough that he would do my Vital Proteins commercial.”
When asking about the commercial was directed by Damien Chazelle with Justin Hurwitz as the composer, the team from La La Land, How did that happen? Were you a fan of the film?
She told, My gosh. Well, it was a pinch-me moment: Is this actually happening? Why not aim high? Directors are doing all sorts of things now because it’s fun to veer off and do something that is a smaller commitment. With Damien, I’ve always loved him and we’ve wanted to do something together for a long time. So, I asked him, “Do we do a commercial together? Do you think you could do our commercial?” Instantly, he said, “Yes, I’d love it. I love the idea, I love the concept. It’ll be beautiful and I know how to do it.” He used something like 12 cameras, all of these different awesome cameras, and he shot with his incredible DP. It all moved so fast and we had so much fun. It was two days and it went like that [snaps fingers]. It was so easy. He’s this young kid, 37 years old, and here he is with this body of work. I’m sitting here lucky enough that he would do my Vital Proteins commercial.
