The Art of Strategy




Production Company
Particle NY

Project Date
Q1, 2023



Intended Use
Digital & Social

The Challenge: After a succesful How Do You Uno? campaign, Ayzenberg Agency approached Particle NY again to bring to life the The Art of Strategy Scrabble Campaign. The Art of Strategy spotlights that Scrabble is not about the words you play, but how you play them. With Scrabble, everyone can have fun unlocking the power of their words through simple, easy-to-deploy strategies.

Concept: Inspired by the strategic, fun play of of Scrabble, each spot captures the whimsical nature of play through live-action video and 2D animation.

Production: One custom set was hand built to provide a fun, unexpected look to match the whimsical nature of the 2D animation and the geometric forms of a Scrabble board. Utilizing our proprietary budgeting plaform, we managed costs to meet the client’s budgetary needs while providing a full, custom art build.

G&E prerigged the set to ensure minimal lighting changes throughout the shoot, and the camera was placed on a dolly for ease of movement through the set. This allowed us to meet the demands of the schedule while providing the director, agency and client with enough time to perfect each spot.

Final Spots
Director Alexa Darrin
Cinematographer Seannie Bryan
Executive Producer Jared Douglas
Agency Producer Tom Mishra
Production Designer Chloe Reisen
Wardrobe Jessica Harris
1st AD Ambar Navarro
Key Makeup Megan Lauchner
Key Hair Desiree Irving
1st Assistant Camera Anna Tse
2nd Assistant Camera Chris Tse
Gaffer Sven Van Ostrand
Best Boy Electric Jacob Brody
Key Grip Brad Powers
Best Boy Grip Nick Luna
Scenic Emily Ritz
Prop Maker Alan Yuen
Carpenter Andrew Pitrone
Prop Master Jannik Ehret
Set Decorator Spencer Grossman
Art PA Sasha Bottitta
Wardrobe Assistant James Flemons
Key 2nd AD Kendall Foote
Production Assistant Luke Powell
Production Assistant Textli Gallegos
Production Assistant Anthony Aragon
Driver Darren Dematteis
Studio Teacher Mara Mark
Talent Sachit Grover
Talent Ryan Kirby
Talent Kalina Silverman
Talent Jasmine Wilson
Talent Reagan Shen-Kao