Sears ‘Sears Book’

Y&R CHICAGO

Motion Theory’s Grady Hall and Mark Kudsi direct a campaign for Y&R that returns Sears to the roots of its iconic catalogue.

The iconic Sears catalogue starts a dynamic new life in this Y&R Chicago branding campaign. “Chapters,” the :60 anthem of the campaign, delves into a living and moving Sears Book to see many chapters of one young couple’s life as they acquire their first home, and start a family together. The :30 “Pages” builds on the campaign’s book theme, starting off inside of a dimensional Sears Book, where the woman's hand effortlessly changes the appliances as if they are the pages of a book. The magic continues as the camera pulls out of the book, and the woman “turns the page” on the appliances in her own kitchen until she’s created her dream look. Motion Theory’s design and visual effects teams created the campaign’s look and visual effects, led by art director John Fan.