Maxwell House with Melissa Joan Hart for Maximum Effort
Bruce Somers and I had a great time directing this piece for the creative team Maximum Effort and CD Ryan Reynolds (yeah, that one) for Kraft/Heinz. It was their best swing at deconstructing and disrupting the infomercial genre in the form of a love letter to the form. Mission accomplished no one really knew what the heck was going on, but they knew they liked Maxwell House coffee. This 3 minute commercial aired during The Bachelor and SNL. Madness. Loved every minute of it.
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Still from new spotwork
Here’s a still from our shoot last week. Double full blue on a maxi on the bg, double diffused maxi for the key, 240 fps....
read moreBionaire
It’s always difficult to make a product that just sits inert look sexy and compelling. In this case creative Director Peter Smaha’s concept of the clean, clear water was the key. I think the atmospheric 3d effects were also very additive in this spot. To create the soft summer light, we used 3 18k HMIs through 4’x4′ 250 then full grid set about 10′ outside the window. The lighting setup posed an interesting question in prep – when you calculate fall off from the source, do you calculate from the HMI or the full grid? It seems that the intermediates would change the nature of the...
read moreMr. Coffee Café Latté
There are some fun shots in this one that support the father and son storyline. We mounted the top of the Latté maker to the camera for the insert shot – I think it was a 28mm Ultra Prime. The rack focus past the cups and lids was with an Optimo 12×1. Also, check out the bokeh on the flowers in the background of the final shot – very Vincent (also Optimo 12×1). All shot with our RedOne...
read moreMr. Coffee “Stanley”
Here’s another favorite from our recent campaign for Mr. Coffee. Vote in the straw poll: Is Stanley the creepy guy down the hall or the shy guy who has a crush on the girl next door?
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