Peking is the award-winning directing duo of Nat Livingston Johnson and Gregory Mitnick, who began collaborating at NYU’s Graduate Film School. Today, they are renowned for a documentary style in both commercials and branded content that has helped shape the “meaningful” advertising movement. Emblematic of that preeminent wave of touching, inspirational and powerful storytelling are campaigns Peking directed for Skype via agency Pereira & O’Dell—Skype “Stay Together” and “Born Friends,” which won two Cannes Silver Lions, a One Show Gold Pencil and a multitude of other industry honors, and the commercial films, Skype “Turning the Tide” and “Pet Detective,” the latter honored with an AICP NEXT award for Product Integration and a One Screen award for Best Direction.
Most recently, Peking directed a heartwarming portrait for Maxwell House honoring Americans who work on Labor Day. They capture the appreciation of a truckdriver named Ron who hasn’t taken a day off in 53 years, and the gratitude of his family, when Maxwell House gives him a paid vacation. Peking directed Facebook’s #HopefulFor social campaign, sharing many people’s inspirational stories of hope for a world that’s accepting and one that lets them follow their passions. They also helmed Doritos “No Choice” (via Goodby Silverstein) in partnership with Rock the Vote. “No Choice” was shortlisted in 2017 at the AICP Next Awards in both Social and Experiential categories, and at the Cannes Lions in Promo And Activation Lions for Customer Retail/In-Store Experience and Design Lions for Social Engagement. The ad targets young people with a Doritos vending machine which asks them if they are registered to vote—those who are not get ‘no choice’ or flavorless chips, while those who are get their choice of Doritos flavored chips.
Since Peking’s conception, their commercials for Walmart, Starbucks, Google and Audi and branded content for tastemakers such as coolhunting.com have been embraced by an audience encompassing everyone from Millennials to Baby Boomers for their authenticity and a unique ability to move and captivate the digital generation.