1stAveMachine Directing Duo Mathery Snaps Out of Reality in Surreal “Just Like That” Spots for Orbitz

1stAveMachine directing duo Mathery, aka Erika Zorzi and Matteo Sangalli, partner with global advertising agency Havas to bring their offbeat sense of humor and visual flair to the “Just Like That” campaign for online travel company Orbitz. Featuring a nostalgic 70s vibe, the campaign’s pastel aesthetic and eccentric tone strongly speak to the brand’s audience of digital natives.





Fully embracing their surreal, tongue-in-cheek set pieces, each spot showcases that, at the snap of a finger, Orbitz members can earn instant rewards on travel. The scenes range from a commercial director breaking the fourth wall in “Suite Snap” to mounted upper limbs functioning as beer taps in “Tap Snap” to an app user sporting six arms in “Mirror Snap” to squealing hands sticking out of cactuses in “Shrub Snap” to a gigantic hand triggering an earthquake in “Big Snap.”





When coming up with their approach, Mathery’s creative wheels started turning when Orbitz explained that they wanted to venture out of their comfort zone. “Orbitz trusted our vision in executing something really weird, but in a sleek and refined way,” says Mathery. “It was important to strike the right balance between surrealness and composition.”

Comedy also played a huge role in the campaign, including the deadpan but catchy delivery of the dialogue. Mathery instantly fell in love with the snappy patter of the scripts, reminiscent of their favorite 1940’s comedies. According to Mathery, “We worked with a talented cast that had a great rapport and could have kept the scenes running forever!”





Mathery’s Orbitz spots follow the directors’ similarly styled recent work on OFFF’s film to promote their design and innovation festival. According to 1stAveMachine, this campaign is just another example of the duo’s unique creative vision. “The humor in Mathery’s work comes from their attention to every detail, including performances, locations, art direction, wardrobe, nail polish, and even what vegetables are on the plate on a room service tray,” said EP, Peter Repplier.

Credits:

Client: Orbitz
General Manager: Ramses Meijer
Director Brand Marketing: Carey Malloy
Social Media Manager: Anna Curtis
Sr. Manager PR & Communications: Mel Dohmen
Brand Marketing Manager: Sabrina Harrigan

Agency: Havas
Group Creative Director: Lewis McVey
Creative Director: Chelsea Berger
Senior Copywriter: Kiley Saunders
Senior Account Director: Adam Burtaine
Senior Account Executive: Katelyn Lilly
Senior Producer: Deja von Ende
Art Director: Miles Beauseigneur
Content Creator: Kevin Oh

Production Company: 1stAveMachine
Director: Mathery
Partner/Executive Producer: Sam Penfield
Executive Producer: Peter Repplier
Executive Producer: Lisanne McDonald
Executive Producer: Michaela McKee
Director of Photography: Barry Parrell

Service Production Company: Someplace Nice
Executive Producer: Estelle Weir
Producer: Jennifer Walker
Production Manager: Roman Hul
Production Coordinator: Elizabeth George

Location Manager: Jen Newman

1st AD: Marc Guspie
2nd AD: Ron Parrell
1st AC: Marc Pierce
2nd AC: Jacques Branch
Gaffer: Nathan Monk
BB Electric: Tenzin Woeser
Generator Op: Neil Diceman
DIT: Randy Perry
VTR: Bryan Law
Key Grip: Blake Ballentine
Art Director: Andrew Morton
Prop Buyer: Joshua Leonard
On Set Props: Daria Savic
Stylist: Prayag Menon
Script Supervisor: Patricia Homonyio

Downloads:

About 1stAveMachine:

1stAveMachine is a mixed media production company and storytelling outfit. They create video,
digital, narrative and experimental content for Film, TV, print, web, and mobile, all with a unified
singular vision. They have won numerous awards since their formation, including Gold, Silver, and
Bronze Cannes Lions, AICP, One Show, and ANDY awards, and many others. Their work has been
featured across the globe and most recently during the Super Bowl.