What sets Partizan apart from the competition is its capacity to produce a reel that always feels contemporary and inspired. Traktor has moved into mainstream big-budget work over the years, but that hasn't put a damper on the directing collective's ability to deliver surprising hits. It continued to put its unique stamp on Virgin Atlantic, for RKCR/Y&R, this time, with a blockbuster James Bond-inspired extravaganza. The directors' ongoing partnership with BBDO, New York, yielded more gems such as GE's "Snow Monkey" and AT&T's The Gates-reminiscent spot, "Blanket."
Traktor also teamed with TBWA/Chiat/Day, New York, on the '70s-inspired action campaign "Lemon Drop," starring Ali Larter. Michael Gracey applied his choreographic sensibility to a Hugh Jackman number for Lipton, and a celeb-filled production illustrating the world of Macy's. Memorable creatures also populated the Partizan reel, thanks to Antoine Bardou-Jacquet, who brought rodent-flavored hip-hop to Kia's "This or That," and Nima Nourizadeh, who recreated the Star Wars Cantina for Adidas. Jeremy Konner, the man behind the "Drunk History" series, broke out a comic blockbuster for Orange, featuring Jack Black in a "Gulliver's Travels"-inspired scenario, and the hilarious yet moving "The Majestic Plastic Bag" short for Heal the Bay. Nontraditional highlights came from Chris Cairns, who turned his "Neurosonics Audiomedical Labs" short into a live event and created a 360-degree interactive music video for Doritos U.K., starring Mr. Green, and from Evolution Bureau Creative Director Stephen Goldblatt, whose online serenading unicorn delivered '80s love ballads for Wrigley.