What’s Your Juice?
Toms Juice
This is Toms Juice. What’s your juice?
Toms Juice, a New York-based cold-pressed juice company, proudly debuts a new video-led marketing campaign highlighting the brand’s and founder Tom Wright’s extended community built around the company’s East Village storefront.
The campaign features store regulars and friends of the brand under the title ‘What’s Your Juice?’ showcases the diverse range of Toms customers.
Through vignettes and asides we meet a rotating cast of characters, including Tom himself, prompted by the question: “What’s your juice?” What keeps this network of New Yorkers moving?
From the skaters and musicians to the artists and stylists, neighborhood fixtures to more recent transplants, the Juice, the impetus to do what they do, is what makes this community special.
The blend of personalities so uniquely New York has helped Toms Juice become a staple of the neighborhood, and has allowed Tom in turn to keep them fueled to go about their days.
On the campaign, Toms Juice Founder and Owner Tom Wright says “I want this campaign to be a reminder to everyone that watches that they are awesome! I want people to feel that they have the "it" factor, and it's just a matter of finding that inner thing that drives them to get warm fuzzy feelings, a smile on their face, and hopefully a positive outlook on life.”
As to what has endeared the brand, the juice, and Tom himself to the neighborhood, “I think it's just a case of me being genuine. An underdog. I think people love an underdog story and really appreciate the hustle, from where I have come from and what I have gone through to get the brand to where it is today. Even without me making the hustle and grind too public, people can see it and feel it. And obviously, the Juice speaks for itself.”
Created/Directed By: Everett Ravens
Brand: Toms Juice
Production Company: Daydream
Executive Producer: Gabriel Molton
Producer: Mikey Errante
Line Producer: Kaylin Skye Mirel
Creative Strategy: Mitch Goldstein
Cinematographer: Lorenzo Pac
Assistant Camera: Rodrigo Valencia
Sound: IJ Maksom
PA: Darius James Alexander
Stylist: Zoey Radford Scott
Wardrobe: Supreme
Editor: Nicola Rios
Sound Design: Ayo Dougson
Sound Mix: Matt Maltese
Graphics: Johnny Mabie
Music: Finn Falcon
Colorist: Andrew Ceen
Talent:
Tom
Susann Dalton
Tony Duke
Caleb Barnett
Hugo Mendoza
Efron Danzig
Liim Lasalle
Zoey Radford Scott
Zara Mirkin
Pippi Nola