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Susan Glenn



Axe Fondly Remembers the One That Got Away in the New Ad "Susan Glenn".

Unrequited love, is there anything so bittersweet or so magical? BBH NY's "Susan Glenn" campaign for Axe proves that not even the passage of time can tarnish the warm glow of young love. Directed by Ringan Ledwidge with VFX from The Mill NY, the ad reminisces about lost love and missed opportunity in a visually stunning way.

"I think this Axe spot differentiates itself from previous ones by having a bit more depth and emotional connection with the audience. After all everybody has a 'Susan Glenn'," shares VFX Supervisor and Lead 2D Artist, Iwan Zwarts.

To add resonance to the story, the commercial was shot on 35mm which brings something a little bit extra to the look and feel of the project. To enhance the seamless flow of the story, special sets were constructed. "We tried to keep as much of the transitions in camera so we had set pieces constructed that was used on locations to join scenes through common elements. We also literally created an earthquake in Camera," explains Zwarts. "All the camera moves were then stitched together in Flame. Additional elements were integrated to finesse the transitions."

Color and tone were also key to setting the nostalgic mood of the piece. Mill Telecine enhanced the story by imbuing the reminiscence with warm overtones. "We used a print emulation LUT and then opened up the low end to get the dreamy feel in the corridor. The end scene with Sutherland is purposefully much harder and darker to help move the story to the present day and underscore his 'regret of what could have been'," explains Lead Colorist,  Fergus McCall.

"It was also a real privilege to work with Kiefer Sutherland, who nailed his performance in like 2 takes," adds Zwarts.

Story and visual effects blend together beautifully in this eloquent commercial which ponders who we could have been and what could have happened if we "Fear no Susan Glenn".




  • Agency: BBH NY
  • Producer: Head of Broadcast: Lisa Setten, Producer: Calleen Colburn
  • Creative Director: Chief Creative Officer: John Patroulis, Execuctive Creative Director: Ari Weiss, Associate Creative Director:Nate Able
  • Creatives: Art Director: Nate Able
  • Account Director: Mandy Dempsey
  • Copywriter: Peter Rosch


  • Production Company: Rattling Stick
  • Director: Ringan Ledwidge
  • Executive Producer: Jennifer Barrons
  • Producer: Pat Frazier
  • Director of Photography: Matthew Libatique
  • Director of Photography: Matthew Libatique


  • Editing Company: Work Editorial Inc
  • Editor: Rich Orrick
  • Edit Assist: Healy Snow

Post-Production / VFX

  • Post-Production / VFX Company: The Mill
  • VFX Producer: Charlotte Arnold
  • Shoot Supervisor: Iwan Zwarts
  • 2D Lead Artists: Iwan Zwarts
  • 2D Artists: Albert Cook
  • Colourist: Fergus McCall
  • Assistant Colourist: DJ Miranda
    CG Product: Isaiah Palmer

project information


Ringan Ledwidge



Production Company:

Rattling Stick


Susan Glenn

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