For this holiday campaign, The Salvation Army enlists Dolly Parton to encourage donations in a festive, winter-themed commercial. The spot, directed and produced by Camp Lucky, features a soft, theatrical lighting setup that creates an intimate connection with the viewer.
Developed by agency LERMA/, the commercial utilizes a live-action technique to highlight the organization's traditional red kettle and seasonal appeal. Post-production and VFX work by Camp Lucky maintain a consistent, warm tone throughout the horizontal video format.
