Dunkin' × Justin Fields
Client: Dunkin' · Agency: Maclyn
Overview
When Maclyn brought Luminary their client Dunkin' and the chance to build a spot around quarterback Justin Fields, the brief was regional. The finished film didn't stay that way. On the strength of its execution and the response it earned, the campaign went national — airing during football broadcasts and expanding into a nationwide billboard buy. This is what happens when a bold idea is executed with craft: it outgrows the room it was made for.
The Challenge
Dunkin' wanted to celebrate Justin Fields and the drink he loved, anchored to the brand's signature line — "runs on Dunkin'." The task was to make an elite athlete feel authentic and relatable, not untouchable, while landing a hero product and a big brand idea in a single, memorable spot. And it all had to be executed safely, on a real location, with limited time.
The Idea
We pitched several concepts, and Dunkin' latched onto the boldest — the one most literally tied to "runs on Dunkin'." We open on a serious training montage. Justin steps onto a treadmill. We don't know where he is — until a sweeping, ramped aerial pullback reveals he's running on top of a Dunkin' building. Then the human turn: a customer strolls out below and calls up, "See you tomorrow, Justin," and he fires back like he's up there every day. In one beat, the untouchable athlete becomes a regular — part of the Dunkin' community. It earns the tagline twice: literally, and emotionally.
The Craft
The heart of this film is performance. We directed Justin to a natural, grounded presence — serious in the training beats, then loose and comedic in the reveal — so the whole thing felt authentic to who he is. His Chicago Bears uniform and the shoe he was promoting were woven in without breaking the moment. The reveal itself was built on a single sweeping drone pullback with a speed ramp, turning a simple treadmill run into a cinematic punchline. Jacob directed, shot, edited, colored, and flew the drone on this project — a single creative vision carried from first frame to final grade.
Working with the team
This project was built on trust. Luminary and Maclyn have a long history of successful work together, and this was one of the bigger projects they handed us — a level of confidence that only comes from a real rapport and a shared language on set. Dunkin' was fully behind the concept, closing the filming location for the day so we could shape every scene safely and deliberately. Getting Justin and a mobile-rated treadmill onto the roof meant lifts, safety briefs, and careful planning — an ambitious idea, executed responsibly.
Our Services
Have a brand moment worth making unforgettable? Let's make them dream with their eyes open.
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A regional brief that earned national air, running during football broadcasts.
A nationwide billboard campaign, with still photography shot on the production.
A scope that kept growing as the work succeeded — a testament to a creative idea people believed in.
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Directed, shot, edited, and colored by Jacob Moyer. Brought to life with our trusted team of craftspeople — art direction, wardrobe, hair and makeup, food styling, lighting, and grip — who help us build every project alongside our clients.
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