GoldieBlox Wins Intuit Small Business Big Game

This Sunday, more than 100 million people saw the first-ever small business commercial on the big game courtesy of Intuit Small Business Big Game, sponsored by Intuit QuickBooks. After tens of thousands of entries and millions of votes, GoldieBlox – an innovative toy company inspiring girls to push the limits and think outside the box through storytelling and basic engineering concepts – is the grand-prize winner. Its reward: an all expenses-paid commercial for the company that aired during the third quarter of the championship.

The 30-second television spot for GoldieBlox was produced by RPA, an independent fully integrated advertising agency based in Santa Monica, Calif. The concept brings the GoldieBlox mission to life, showing that girls can disrupt the status quo and envision their toys in a new way. The ad will serve as a rallying cry that all girls are more than just princesses. Carbon VFX joined in on the effort to give the piece its final look, handling clean up, sky replacement, and other finishing touches.



Client: Intuit/GoldieBlox

Advertising Agency: RPA
Chief Creative Officer: Joe Baratelli
Group Creative Director: Pat Mendelson
Creative Directors: Nathan Crow, Adam Lowrey
Copywriter: Chris Juhas
Art Director: Ben Tolbert
HOP: Gary Paticoff
Senior Freelance Producer: Carolyn Casey

Production Co: Smuggler
Founding Partner: Patrick Milling Smith, Brian Camody
COO: Lisa Rich
Director: Filip Engstrom
Bidding Producer: Shannon Jones
Line Producer: Donald Taylor
Production Supervisor: Daria Tarlow
DP: Erik Sohlstrom
Production Designer: Jason Dawes

Edit: Arcade Edit
Managing Partner/EP: Damian Stevens
Executive Producer: Nicole Visram
Editor: Kim Bica
Assistant: Trevor Schulte
Sr. Producer: Kirsten Thon-Webb

Color: MPC/LA
Colorist: Mark Gethin

Music for “Come On Bring The Toyz” SuperBowl :30 spot: Hum Music
Creative Director: Scott Glenn
Associate Creative Director: Kristin Dyrud
Executive Producer: Debbi Landon
Arranger: Josh Loucka
President: Jeff Koz

Musical arrangement of “Also sprach Zarathustra” for :15 Teaser: Beacon Street Studios
Composers: Andrew Feltenstein, John Nau
Executive Producer: Leslie DiLullo

Finishing Co: Carbon VFX
EP/Partner: Frank Devlin
CD/VFX Sup/Lead Flame: Chris Noellert
Assoc. Producer: Nick Vassil
Flame Asst: Jim Gomez

About Carbon VFX:

Carbon is a full-service creative studio specializing in visual effects, motion graphics, and design. We are big enough to handle complex projects, yet small enough to provide personalized attention. We have the experience to collaborate at every level, from supervision and workflow to design and finish. Most importantly, we are driven by a desire to create, and to get our name on really great work.