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Girls Break the Mould for Goldieblox


The Academy's Sean Pecknold shoots inventive debut spot

Girls Break the Mould for Goldieblox

The Academy, L.A./NYC/Seattle director Sean Pecknold captures a precocious girl trio’s construction of a wildly creative Rube Goldberg gadget in the 2:00 web film “Princess Machine” for GoldieBlox produced direct-to-client.  GoldieBlox’s debut commercial, “Princess Machine” features the young trio rocking out to a tune while building the contraption.       

GoldieBlox, the toy company out to inspire the next generation of female engineers and builders, wondered what they could do to showcase the inventive power that girls have.  So they recruited three young girls, The Academy's Sean Pecknold and Brett Doar, the man behind the OK Go! famous Rube Goldberg machine, to turn an average home into a massive, magical contraption.



Client: Goldieblox

Title: “Princess Machine,” 2:00

Goldieblox CEO: Debbie Sterling

Goldieblox Creative Director: Beau Lewis

Goldieblox Machine Creative Director: Brett Doar

Production Company: The Academy

Director: Sean Pecknold

Co-Director: Zia Mohajerjasbi 

Executive Producer: Harry Calbom

Production Designer: Jason Puccinelli

Editor: James Lipetzky (Foundation Content)

Asst. Editor: Jesse Richard (Foundation Content)

Post Producer: Stacy Paris (Foundation Content)

Line Producer: Mark Campbell

Production Supervisor: Sarah Archuleta

Steadicam: Ari Robbins

1st AC: Canh Nguyen

Gaffer: Osha Mattei

Key Grip: Michael Moeller

Swing: Bobby Bradshaw

Prop Master: Eric Lathrop

Art Intern: Chris Hannemann

Stylest: Alina Harden

Location Manager: John Schaunessy

Music: Pico Sound

Animation: Ed Skudder, Lynn Wang, Mike Holm

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