Retail Makes Memories

The National Retail Federation is on a mission to spread the good word about the retail sector touching everyday lives, and we outfitted the organization with the ultimate “feel-good” commercial. Inspired by other big-hearted, big-branded commercials, we produced “Retail Makes Memories” — the flagship ad that ties the industry to life’s key milestones.

Scripting for Silence

Some of the most memorable events in life begin with retail. Whether its picking out your kid’s first bicycle or shopping for the wedding bands that you’ll wear forever, retail is there, inspiring memories that last. Following the “Fabric of Your Life” mantra, Tori, Favata and Loizou first identified a long list of “retail firsts” that covered everything from apparel and toys to restaurants and groceries. Embracing an almost silent-film approach, Justin elegantly strung together these scenes without a spoken word.

Retail Firsts Bike
First Bike Retail Firsts

The Warm and Fuzzies

Tori coordinated location sites with NRF — real-life backdrops that were happily provided by NRF members in full-support of this uplifting message. Following a flexible storyboard on-site, Favata and Jun directed talented non-actors. The friends and family of NRF and LAI Video added a particularly personal touch to the already intimate story, emphasized with Jun’s hands-off edit and gentle piano tune. It’s storytelling that’s authentically NRF and authentically-authentic. The video debuted at the 2016 BIG Show and has since remained the definitive industry ad for NRF.

Meet the Nerds

Tori Furphy

A mother of two and a work mother of a dozen - Tori operationalizes a perfectly rewarding client experience.

James Favata

James specializes in exploring new avenues, and who knows, together you may even end up off the map.

Justin Kelly

Justin brings an emotional fluency to our scripts that will help us continue to deliver the wow factor that our clients have come to expect.

Jun Young Yang

Jun has been traveling everywhere (including a place called Anguilla) to document special events and create unique images for clients.

James Loizou

Perhaps best epitomized by his signature red sneakers and tie, James Loizou enjoys walking a fine line between creating and business-ing.

Helena Lehman

Helena is Senior Vice President of Client Services. She also speaks five languages- about four more than the rest of us.

Tiffany Lewis

Tiffany's unmistakable style makes otherwise flat statistics and images burst with excitement and life.

Anthony Jacoway

Under his calm exterior, Anthony is simmering with big ideas and a bottomless reserve of the latest industry trends. 

Gibran Dar

When away from work, you can usually find Gibran watching and attending sporting events with friends, laughing at puns on the internet.