What’s the most memorable Super Bowl spot you’ve worked on?
There have been so many great ones but the spot I keep coming back to is Tide ‘It’s a Tide Ad’ from Saatchi & Saatchi featuring the hilarious David Harbour. As soon as I saw the script, I knew it was going to be excellent. The concept was genius, to take over the Super Bowl with finely curated spoofs on common advertising tropes. Each spot had its own distinct look and feel that we had to match.
When the spots aired on game day, it was so surprising and delightful every time David’s face popped on screen! The campaign got so much praise, from Adweek to Cannes… but we knew that even before we shot the first frame, it was going to be a hit!
What’s your favorite type of Super Bowl commercial?
Personally, I enjoy spots that have a simple idea and are well executed. It also helps to throw in a little nostalgia and some elements to tug at the heartstrings. I think those commercials tend to stand the test of time. Volkswagen ‘The Force’ is a perfect example of storytelling that is straightforward and puts a smile on your face.
Can you recall any standout Super Bowl work from a VFX perspective?
Coca-Cola ‘Charlie Brown in New York’ was expertly crafted by our team out of New York in 2008. The work involved in getting the parade balloons to simulate appropriately, especially with the technology available at the time, was challenging work and the team did an excellent job of making it look believable. It pulls elements from every category to make a great ad: simplicity, nostalgia and expert execution.