Goose Island ~ Hops
Shot in the cool spring air of Chicago’s Goose Island, this is a love letter to the glorious substance known as hops. The brewery opened their doors (and their cellar) to us to create a true story of love and beer.
Fun fact: The timelapse at the end was shot over two hours with a hand selected group of tasters. It was done separately from the rest of the shoot and became the end tag for several years of Goose Island’s advertising.
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ICY HOT ~ Rise From Pain
After working with Shaq for 9 years and after dozens upon dozens of spots, this one remains my favorite. Rise started as a concept that we shot in the last 20 minutes of the day. The spot turned into a larger campaign we shot several installations of over the following year.
Fun Fact: Shaq and I wore matching sweaters. Best day ever.
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Hulu ~ Roadtrip
The original idea was to shoot this spot in a virtual studio but the thought searching for driving footage and then days in a dark studio bathed in a cold LED glow, paled in comparison to a process trailer driving through the desert.
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ASICS ~ What’s Next?
The idea was for a solitary word to become a chorus. NEXT is a powerful concept for training as well as a motivational statement in filmmaking. Next shot. Next location. Next insert. Keeping what’s next in mind propels the crafting a visual story - taking the athlete’s approach to inspiration.
There were a lot of “Nexts” in this production. We shot with dozens of real athletes, ranging from olympians to weekend bootcamp noobs. Our locations brought us to Vancouver, Colorado Springs and Los Angeles AND we shot a true multi-format campaign, utilizing 16mm film, RED and DSLR Doggy Cam.
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Royal Caribbean ~ Shellphone
This was the first and only campaign done “off ship” for Royal Caribbean. After delivering spots from the ships- to air from the middle of the ocean - in less than 24 hours, Shellphone was a welcome breath of fresh air. We shot in NYC, Portland ME, Chicago and Austin TX. Everyone you see is either street casted or a friend we picked up along the way. All the interactions with The Sea were done live, with a device we spent weeks of R&D time and DOZENS of dollars developing. It worked a charm and was too fun to use. I think I wore three headsets while directing this one.
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Yoplait ~ Nashville
What better way to test the efficacy of greek yogurt taste claims than giving a comedian a table full of samples and setting her loose on the streets of Nashville and Boston? We had a yogurt fueled blast shooting these spots. Vitamin Enriched not only appeared on the nutrition label, but provided the street casting that made up about half of the people you see in the spots. The other half of the cast was expertly ad-libbed by our host Julia. We just kept rolling and tried to match pace with her boundless energy.
Fun Fact: Yoplait did in fact crush the competitors, according to my personal findings, as well as the not-as-fun affidavit I signed.