Peking is the award-winning directing duo of Nat Livingston Johnson and Gregory Mitnick, who began their collaboration in 2006 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,” which was honored with an AICP NEXT award for Product Integration and a One Screen award for Best Direction.
Most recently, Peking directed Doritos “No Choice” (via Goodby) 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 is designed to make young people realize the importance of registering to vote: a Doritos vending machine asks them if they are registered—those who are not get ‘no choice’ or flavorless chips, while those who are registered get their choice of delicious Doritos flavored chips. “No Choice” was curated by media tastemakers such as Creativity, which named it Editor’s Pick of the day, Forbes and Spin.
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.