{"id":24805,"date":"2022-07-15T09:49:27","date_gmt":"2022-07-15T16:49:27","guid":{"rendered":"https:\/\/presskitchen.com\/?p=24805"},"modified":"2026-01-28T09:50:25","modified_gmt":"2026-01-28T09:50:25","slug":"with-music-by-butter-music-sound-director-craig-gillespie","status":"publish","type":"post","link":"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/with-music-by-butter-music-sound-director-craig-gillespie\/","title":{"rendered":"With Music by Butter Music &#038; Sound, Director Craig Gillespie, Erich &#038; Kallman Enter The &#8220;Situation Room&#8221; For Roomba, via SHOOT"},"content":{"rendered":"<p style=\"text-align: center;\"><img decoding=\"async\" class=\"aligncenter  wp-image-24806\" src=\"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2022\/07\/roomba.jpeg\" alt=\"\" width=\"777\" height=\"386\" srcset=\"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2022\/07\/roomba.jpeg 550w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2022\/07\/roomba-300x149.jpeg 300w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2022\/07\/roomba-350x174.jpeg 350w\" sizes=\"(max-width: 777px) 100vw, 777px\" \/><\/p>\n<div class=\"field field-name-body field-type-text-with-summary field-label-hidden\">\n<div class=\"field-items\">\n<div class=\"field-item even\">\n<p>Roomba might make cleaning under the dining table look easy, but did you know the Roomba is actually making an incredible amount of decisions as it goes about its cleaning mission? From detecting and avoiding dog poop to suggesting specific cleaning zones and scheduled cleaning times, these unseen decisions result in wondrous interactions that make our lives in our home better.<\/p>\n<p>&nbsp;<\/p>\n<p>In fact, Roomba is so serious about making the smartest, most thoughtful decisions for your home, they have a team of tiny engineers working together inside the device to decide the best course of action on the fly.<\/p>\n<p>&nbsp;<\/p>\n<p>OK, that\u2019s not actually true. But it\u2019s the premise of iRobot\u2019s new brand campaign, to explore how such smart decisions get made. Aptly titled \u201cSituation Roomba,\u201d the campaign from agency Erich &amp; Kallman uses creative storytelling to highlight the thoughtful intelligence of its new operating system iRobot OS.<\/p>\n<p>&nbsp;<\/p>\n<p>Included in this package of spots directed by Craig Gillespie of MJZ is this one in which a Roomba deftly avoids a dog pooptastrophe.<\/p>\n<p>&nbsp;<\/p>\n<p>Eric Kallman, chief creative officer and co-founder, Erich and Kallman, said, \u201cThere\u2019s a lot more going on inside a Roomba than people realize. Its super smart operating system makes millions of decisions and calculations and learns about you and adapts to your home. We wanted to demonstrate how thoughtful iRobot OS is with the most thoughtful thing we could think of: humans. The team of tiny engineers controlling Roomba from the inside is a good representation of the software\u2019s capabilities, but it\u2019s also fun and brings out the humanity of the iRobot brand.\u201d<\/p>\n<p>&nbsp;<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div id=\"videocredits\"><strong><span class=\"credits-heading\">Credits<\/span><\/strong><\/p>\n<div class=\"field field-name-field-videocredits field-type-text-long field-label-hidden\">\n<div class=\"field-items\">\n<div class=\"field-item even\">\n<p><strong>Client<\/strong>\u00a0Roomba\u00a0<strong>Agency<\/strong>\u00a0Erich &amp; Kallman Eric Kallman, chief creative officer\/founder; Steven Erich, president\/founder; Clark Chamberlin, copywriter\/associate creative director; Jason Goldberg, art director\/associate creative director; Kati Haberstock, head of production; Christina Wells,l producer.\u00a0<strong>Production<\/strong>\u00a0MJZ Craig Gillespie, director; David Zander, president\/exec producer; Emma Wilcockson, exec producer; Janet Nowosad, head of production; Masanobu Takayanagi, DP; Jamie Vickers, production designer.\u00a0<strong>Editorial<\/strong>Rock Paper Scissors Haines Hall, editor; Kevin Gottlieb, producer; Jack Kanner, assistant editor.\u00a0<strong>Finishing\/VFX<\/strong>House of Parliament Tim Rudgaard, creative director\/VFX supervisor; Enca Kaul, exec producer; Will Jellicorse, producer.<strong>Color<\/strong>Company 3 Tom Poole, lead colorist.\u00a0<strong>Audio Mix &amp; Sound Design<\/strong>\u00a0Msquared Mark Pitchford, engineer; Hayley Kay, assistant engineer; Sarah Benedict, producer.\u00a0<strong>Music<\/strong>Butter Music + Sound Naren Rauch, composer; Tim Kvasnosky, executive creative director; Annick Mayer, exec producer; Stone Irr, sr. producer. Audio track: \u201cDuty Calls\u201d<\/p>\n<\/div>\n<\/div>\n<p>View the original article <a href=\"https:\/\/www.shootonline.com\/video\/director-craig-gillespie-erich-kallman-enter-situation-room-roomba\">HERE<\/a>.<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Roomba might make cleaning under the dining table look easy, but did you know the Roomba is actually making an incredible amount of decisions as it goes about its cleaning mission? From detecting and avoiding&#8230;<\/p>\n","protected":false},"author":2,"featured_media":24806,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[256,268,273,626,1929,211,217,218],"tags":[],"class_list":["post-24805","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-butter","category-music","category-news","category-agencies","category-new-york","category-fresh-news","category-ads","category-advertising"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>With Music by Butter Music &amp; Sound, Director Craig Gillespie, Erich &amp; Kallman Enter The &quot;Situation Room&quot; For Roomba, via SHOOT - Press Kitchen<\/title>\n<meta name=\"description\" content=\"Roomba might make cleaning under the dining table look easy, but did you know the Roomba is actually making an incredible amount of decisions as it goes about its cleaning mission? 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