Cut+Run Embraces Life Without 'Shoulds' with Halo Top

Halo Top’s campaign encourages audiences to stop “shoulding yourself” and start enjoying flavors and fun this summer. This live your best life perspective was brought to life by agency Deloitte Digital with Anonymous director Jason Koenig, with an editorial collaboration by Cut+Run editors Ben McCambridge based in San Francisco and Rebecca Luff in London.

Life has enough ‘shoulds.’ With Halo Top, dessert shouldn’t be one of them. Skip the shoulds and do what feels good!

Client: Halo Top 
VP, Marketing: Joe Brooks
Senior Marketing Manager: Chelsea Parker
Brand Manager: Ryan Roznowski
Senior Associate Brand Manager: Kimberly Behzadi

Agency: Deloitte Digital
Executive Creative Director: Elaine Cox
Creative Director: Laurance Gega
Associate Creative Director: Mike Raymond
Associate Creative Director: Dan Smith
Senior Art Director: Drew Meiser
Art Director: Samantha Jolley
Copywriter: Kathleen Mueller
Managing Director: Rich Whalen
Head of Account Management: Olivia Balicki
Associate Account Director: Aniella Opalacz
Account Supervisor: Cody Davidow
Head of Production: Elisa Moore
Global Chief Business Affairs Officer: Ramin Mirshah
Head of Strategy: Molly Cabe
Group Strategy Director: Dan Beer
Stategy Director: Ryan Ouyoumjian
Associate Strategy Director: Anna Klembarova
Brand Strategist: Cristelle Fornesi

Production Co: Anonymous Content
Director: Jason Koenig
Managing Director: Eric Stern 
Executive Producer: Lori Stonebraker 
Head of Production: Kerry Haynie 
Producer: Bridgitte Pugh 
West Coast Sales: Cally Morton Danella 
West Coast Sales: Johnathan Wright 

Editorial Company: Cut+Run
Editors: Ben McCambridge (Porch / Jazzercise) & Rebecca Luff (Pool)
EP: Deanne Mehling
Producer: Cassandra Guardado

VFX / Finishing: Jogger SF
Creative Director: Andy Brown
Lead Flame Artist: Brendan Crockett
Flame Artists: Trent Shumway & Todd Mesher
Executive Producer: Deanne Mehling
VFX Producer: Bethan Thomas

Color: Company 3
Colorist: Tom Poole
Executive Producer: Alex Lubrano

Music: Listen, Listen!
Music Supervisor: Tiffany Anders
Music for “Porch”: Good Day (feat. Mister Wives & Curtis Roach) by Jax Anderson
Music for “Pool”: Driftin by Lex Junior
Music for “Workout: Working Out by Donny Benet

Mix: One Union
Sound Designer: Joel Hopper
Executive Producer: Jaylen Block-Smith

Media: Mediasmith
EVP Media: Greg Pomaro
SVP Insights & Tech: Marcus Pratt
Media Director: Dianne Hayashi
Associate Media Director: Kayla Koterbay
Media Supervisor: Claire Lovell
Media Planner: James Zamora
Assistant Media Planner: Stefanie Estes
Director Insights & Tech: Reginald Struzzeri
Analytics Supervisor: Taylor Binder
Programmatic Manager: Rosey Sutton
Search Director: William Saw
Search Supervisor: John Zan
Search Specialist: Cam Vuong
Search Analyst: Fritz Atienza