Lowes Foods’ ‘Brown Bear’ Shows Practical Filmmaking Still Leads
DALLAS, TX, UNITED STATES, November 18, 2025 /EINPresswire.com/ -- In a market saturated with CGI and AI production pipelines, Lowes Foods’ new Brown Bear campaign proves that practical, in-camera craft still connects—and resonates. Developed in partnership with the creative agency Walrus and produced by Cardboard Spaceship, the character-led spots bring humor and warmth to Lowes Foods’ all-natural Brown Bag line through tactile design and on-set ingenuity.
“The goal was to create something visually distinctive that still felt grounded,” said Director Joe Pernice. “We wanted a bear that was approachable and expressive, with subtle humor that would resonate with viewers. The bear’s cabin, his posture, even his home décor—all of it needed to feel lived-in and funny without going over the top.”
A Campaign Built on Collaboration
Behind the lighthearted tone of Brown Bear lies a deeply collaborative process—exemplifing seamless alignment between creative vision and execution. From concept to final cut, the teams moved as one.
Walrus wrote a realistic, comedic lead. Cardboard Spaceship built the world that holds him—meticulous bear suit, handcrafted set pieces, choices that protect performance instead of simulating it. The log cabin’s design leaned heavily on authentic textures, rich wood tones, and rustic props, immersing the audience in a believable, character-driven environment. The tone: cinematic and approachable; the impact: brand trust through authenticity.
“We treated it like a character film,” noted Director of Photography David Kruta. “The lighting, color palette, and textures were designed to feel warm and inviting, almost nostalgic. The set needed to look like a human space that the bear had taken over—a cabin filled with personality and history.”
That sense of world-building extended to smaller creative choices, too. The squirrel puppet, used for comic relief, was intentionally kept stiff and slightly awkward—its restrained movement adding an extra dry beat of humor without stealing focus.
From Concept to Screen
The production’s greatest challenge was scale. With a tight schedule and over a dozen spots to shoot in a single day, meticulous planning was essential. Every detail—from lighting to set dressing—had to be executed with precision.
For Cardboard Spaceship, this philosophy is central to their approach. Known for delivering cinematic results under demanding conditions, the Dallas-based production company thrives on projects that balance creativity with precision. The Brown Bear campaign encapsulates that ethos, proving that great storytelling doesn’t require a massive budget—just a clear vision and a team committed to excellence.
With Director Joe Pernice leading the creative, the production team ensured that every department operated in lockstep. Producer Rich Salamone coordinated talent and logistics, while Editor Adrian Carey shaped the story in post-production, emphasizing rhythm and comedic timing.
“We were shooting long hours with complex costume work, but the morale stayed high,” said Michael Sapienza, Head of Production at Cardboard Spaceship. “That’s the advantage of having a team that understands both the creative and logistical sides of filmmaking. Everyone—from grip to editorial—knew exactly what needed to happen to keep things seamless.”
The crew’s efficiency translated directly into on-screen quality. Despite time constraints, the campaign delivered a polished, cinematic finish—one that not only met the client’s objectives but also stood out creatively in the competitive grocery retail sector.
Storytelling With Staying Power
The Brown Bear campaign launched earlier this year across broadcast and digital, reinforcing a broader shift: as audiences crave authenticity, practical, narrative-driven advertising cuts through. Strong direction, tactile design, and human timing deliver humor that sticks—and a brand promise that feels true.
“What made this special wasn’t just the concept,” added Pernice. “It was the people. Collaboration is everything in filmmaking, and having a team that trusts and challenges each other is what makes a project memorable. This one had that energy from start to finish.”
Productions like Brown Bear—anchored in human creativity—are proof that even in a digital-first world, real-world craftsmanship continues to deliver the most lasting impressions.
Production Credits
Director: Joe Pernice
Director of Photography: David Kruta
Head of Production: Michael Sapienza
Producer: Rich Salamone
Editor: Adrian Carey
1st AC: Chris Malenfant
1st AD: Mike Michelin
Gaffer: Josh Kraszewski
Key Grip: Loy Brandon Roberts
Agency: Walrus
Rep/Agent: Dana Dubay
About Cardboard Spaceship
Cardboard Spaceship is a Dallas-based full-service video production company specializing in cinematic commercial and corporate storytelling. The studio partners with brands, agencies, and corporate teams to produce high-impact content across broadcast, digital, and investor communications. Known for imaginative execution, strategic precision, and versatility under pressure, Cardboard Spaceship delivers creative solutions that help clients communicate with clarity and confidence.
“The goal was to create something visually distinctive that still felt grounded,” said Director Joe Pernice. “We wanted a bear that was approachable and expressive, with subtle humor that would resonate with viewers. The bear’s cabin, his posture, even his home décor—all of it needed to feel lived-in and funny without going over the top.”
A Campaign Built on Collaboration
Behind the lighthearted tone of Brown Bear lies a deeply collaborative process—exemplifing seamless alignment between creative vision and execution. From concept to final cut, the teams moved as one.
Walrus wrote a realistic, comedic lead. Cardboard Spaceship built the world that holds him—meticulous bear suit, handcrafted set pieces, choices that protect performance instead of simulating it. The log cabin’s design leaned heavily on authentic textures, rich wood tones, and rustic props, immersing the audience in a believable, character-driven environment. The tone: cinematic and approachable; the impact: brand trust through authenticity.
“We treated it like a character film,” noted Director of Photography David Kruta. “The lighting, color palette, and textures were designed to feel warm and inviting, almost nostalgic. The set needed to look like a human space that the bear had taken over—a cabin filled with personality and history.”
That sense of world-building extended to smaller creative choices, too. The squirrel puppet, used for comic relief, was intentionally kept stiff and slightly awkward—its restrained movement adding an extra dry beat of humor without stealing focus.
From Concept to Screen
The production’s greatest challenge was scale. With a tight schedule and over a dozen spots to shoot in a single day, meticulous planning was essential. Every detail—from lighting to set dressing—had to be executed with precision.
For Cardboard Spaceship, this philosophy is central to their approach. Known for delivering cinematic results under demanding conditions, the Dallas-based production company thrives on projects that balance creativity with precision. The Brown Bear campaign encapsulates that ethos, proving that great storytelling doesn’t require a massive budget—just a clear vision and a team committed to excellence.
With Director Joe Pernice leading the creative, the production team ensured that every department operated in lockstep. Producer Rich Salamone coordinated talent and logistics, while Editor Adrian Carey shaped the story in post-production, emphasizing rhythm and comedic timing.
“We were shooting long hours with complex costume work, but the morale stayed high,” said Michael Sapienza, Head of Production at Cardboard Spaceship. “That’s the advantage of having a team that understands both the creative and logistical sides of filmmaking. Everyone—from grip to editorial—knew exactly what needed to happen to keep things seamless.”
The crew’s efficiency translated directly into on-screen quality. Despite time constraints, the campaign delivered a polished, cinematic finish—one that not only met the client’s objectives but also stood out creatively in the competitive grocery retail sector.
Storytelling With Staying Power
The Brown Bear campaign launched earlier this year across broadcast and digital, reinforcing a broader shift: as audiences crave authenticity, practical, narrative-driven advertising cuts through. Strong direction, tactile design, and human timing deliver humor that sticks—and a brand promise that feels true.
“What made this special wasn’t just the concept,” added Pernice. “It was the people. Collaboration is everything in filmmaking, and having a team that trusts and challenges each other is what makes a project memorable. This one had that energy from start to finish.”
Productions like Brown Bear—anchored in human creativity—are proof that even in a digital-first world, real-world craftsmanship continues to deliver the most lasting impressions.
Production Credits
Director: Joe Pernice
Director of Photography: David Kruta
Head of Production: Michael Sapienza
Producer: Rich Salamone
Editor: Adrian Carey
1st AC: Chris Malenfant
1st AD: Mike Michelin
Gaffer: Josh Kraszewski
Key Grip: Loy Brandon Roberts
Agency: Walrus
Rep/Agent: Dana Dubay
About Cardboard Spaceship
Cardboard Spaceship is a Dallas-based full-service video production company specializing in cinematic commercial and corporate storytelling. The studio partners with brands, agencies, and corporate teams to produce high-impact content across broadcast, digital, and investor communications. Known for imaginative execution, strategic precision, and versatility under pressure, Cardboard Spaceship delivers creative solutions that help clients communicate with clarity and confidence.
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