June 13, 2023

Watch: Picture North, Voyager, and SMUGGLER

Loring Weisenberger
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Wrapbook provides powerful payroll management tools to high caliber producers and production companies operating throughout the professional media spectrum. Our clients are the real deal, and they’re turning in the work to prove it. 

In this post, we’ll spotlight recent work from three of Wrapbook’s outstanding commercial clients. Follow along below, as Picture North charts a cutting-edge path to Happy Meal nostalgia, Voyager crafts a rallying cry for mental health support, and Smuggler uses the internet to make too many Adam Drivers.

Picture North

For McDonald’s

In partnership with McDonald’s and Karen X. Cheng, Picture North produced this spot to celebrate the Lunar New Year. The commercial subtly intertwines the McDonald’s brand with fond family memories and futuristic technology. 

It’s a well-known fact that commercial production companies love tech, and this campaign takes full advantage of their passion. Picture North used AI-powered Neural Radiance Fields to explore Karen X. Cheng’s memory of a past Lunar New Year in a brand-new way. 

The resulting spot draws a direct line from the past to the future straight through the golden arches. The McDonald’s Lunar New Year campaign combines nostalgia and innovation to conjure a unique experience for audiences everywhere. It’s a very modern celebration of long-standing tradition and warm family connection. 



With their mission to bring human-centered narrative to commissioned storytelling, Voyager was a natural fit to produce “No One Left Behind.” The spot kicks off a massive fundraising campaign for CAMH, the Canadian Centre for Addiction and Mental Health.

“No one left behind” was designed as a rallying cry. The commercial foregoes celebrity spokespersons in favor of a call to action for individuals everywhere. Together, we can move forward in the fight for mental health. 

With this production, Voyager lends their creative chops to CAMH in pursuit of a much higher goal than your typical ad. The spot is a pivotal part of the largest fundraising campaign ever in support of hospital-based mental health research. 


For Squarespace

SMUGGLER paired with Squarespace to produce “The Singularity,” one of this year’s most memorable Super Bowl commercials

The spot is a masterclass in combining simplicity with high production value. It uses polished sci-fi imagery to exaggerate a single, surreal idea: that Squarespace is “a website that makes websites.” 

The simple premise uses the dead serious performance of Adam Driver to mine consistent laughs, particularly as the Oscar-nominated performer is cloned to infinite variation.  

SMUGGLER director Aoife McArdle was tapped to bring the spot to life. Her previous work on the AppleTV series Severance was the ideal in-road to the sideways sci-fi humor that Squarespace had in mind. With “The Singularity,” SMUGGLER proves yet again that it’s one of the top production companies in the ad industry

Wrapping up

Congratulations to Picture North, Voyager, and SMUGGLER for their latest achievements in advertising. These production companies are at the top of their game, and we can’t wait to see what they dream up next. 

If you’re prepping your own commercial production, be sure to visit Wrapbook for all the resources you need. Check out our guide to running commercial payroll, our tips for effective communication with clients, or our free collection of Essential Forms for Commercial Production.

Last Updated 
June 13, 2023


At Wrapbook, we pride ourselves on providing outstanding free resources to producers and their crews, but this post is for informational purposes only as of the date above. The content on our website is not intended to provide and should not be relied on for legal, accounting, or tax advice.  You should consult with your own legal, accounting, or tax advisors to determine how this general information may apply to your specific circumstances.

About the author
Loring Weisenberger

Loring is a Los Angeles-based writer, director, and creative producer. His work has been commissioned by a diverse range of clients- from Havas Worldwide to Wisecrack, inc.- and has been screened around the world. Through a background that blends project development with physical production across multiple formats, Loring has developed a uniquely eclectic skillset as a visual storyteller.

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