Dominique Crenn and Rick Barry Cook Up New Campaign For New York Life


The spot, directed by Backyard's Kim Nguyen, delivers impeccably timed deadpan performances.

Last Updated: March 16, 2017 5:24 pm GMT
(Marina del Rey, CA--March 16, 2017) Marina del Rey, CA-based production company Backyard director Kim Nguyen concocts a recipe for financial success with world-renowned chef Dominique Crenn in a new campaign for New York Life Insurance out of Anomaly, NY. Whether it’s in the kitchen or on the court with Basketball Hall of Famer Rick Barry, the ever-imaginative director delivers impeccably timed deadpan performances to weave in the success of the “World’s Best Female Chef” and The Top-5 Free Throw Shooter of all time to the benefits of having a policy with New York Life.

View the Dominique Crenn spot

and the Rick Barry spot


The campaign features renowned French chef Dominique Crenn aligning her ever-rising Crenn souffle to the cash value of a New York Life whole life policy, casually continuing to garnish the larger-than-life dessert that knows no limits.

The campaign also includes basketball star Rick Barry suavely paralleling the consistency of New York Life’s financial strength to his unorthodox, yet legendary, underhand free throws. With a string of successful shots, including a blindfolded shot, he demonstrates that similar to his free throws, life insurance “may not be sexy, but it works.”

Nguyen recently collaborated with Anomaly for New York Life, debuting a new creative direction for the brand with a humorous spot starring comedian Demetri Martin.

  • Client: New York Life
  • Title: “Rick Barry” (:15, :30) “Dominique Crenn” (:15, :30)
  • Agency: Anomaly
  • Production Company: Backyard
  • Director: Kim Nguyen
  • Director of Photography: Chris Soos
  • President/Partner: Blair Stribley
  • Managing Director/Partner: Chris Zander
  • VP/Executive Producer: Kris Mathur
  • Head of Production: Emily Malito
  • Line Producer: Kevin Sharpton
  • Editorial: Arcade NY
  • Editor: Dave Anderson
  • Executive Producer: Sila Soyer

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We are Backyard: a trusted production company, defined by genuine talent and driven by a commitment to deliver inspired creativity beyond expectations. With offices in Marina del Rey and New York City, Backyard utilizes global reach to collaborate with top international clients from around the world. Backyard is led by President/Partner Blair Stribley, Managing Director/Partner Chris Zander, VP/Executive Producer Kris Mathur, and EP/Head of Production Emily Malito. Backyard takes pride in its down to earth team, and a collaborative approach that encourages loyalty and long-term relationships with clients. For more information, please visit:


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