Working with Droga5 and director Aaron Stoller of Biscuit Filmworks, The Mill helped to create this irreverent spot for sports nutrition brand Bulk Powders, starring heavyweight boxing champion Anthony Joshua.
In this spot, a car salesman and a muscular customer face-off in a tense moment before signing a deal.
As the salesman wonders whether his opponent knows the true value of the car, and how much he bench presses, he comes to the awkward realisation he has been speaking out loud the whole time.
The cool customer drives off in his new vehicle, and Anthony Joshua features to announce ‘that’s how you dominate life’.
The Mill helped to accentuate the tongue in cheek tone of the spot, carrying out hidden clean-up work in a variety of shots.
Producer: Goldie Robbens
Chief Creative Officer: David Kolbusz
Exec Creatives Directors: Steve Howell, Rick Dodds
Creatives: Dave Wigglesworth, Ed Redgrave, Teddy Souter, Frazer Price
Production Company: Biscuit
Director: Aaron Stoller
Executive Producer: Rupert Reynolds-Maclean
Producer: Sam Chitty
Editorial: Marshall Street Editors
Editor: Tim Thornton-Allan
VFX Production: The Mill
Producer: Tom 'Iggy' Igglesden
2D Lead Artist: Andrew 'Barnsley' Wood
2D Artist: George Rockcliffe