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COMMERCIALS | Moving Target
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DELTRAN BATTERY TENDER


Director Alan Munro
Producer Brian Jochum
Agency Mind Over Eye

Identifying Mind Over Eye as the agency is a misnomer. Co-creator is more like it. In fact, I’m not sure who exactly came up with the concept. All of us, I guess. In the latter stages, Mind Over Eye handled the animation, while Moving Target focused on the design and direction — but really it was a group effort all the way.

 

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SABOTEUR IRREVERENTxxx

 
Director Alan Munro
Producer Brian Jochum
Agency Draft FCB

For EA, this is a rare foray into live action. The concept springs from an early client briefing: How to portray the game’s lead character, Sean Devlin, through different aspects of his personality. This first spot needed to establish his Irish heritage, his sense of humor, and his aptitude for cold-blooded assassination.

Check out the other two commercials in the series, Handy and Talented.

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HOT WHEELS FORMULA FUELERSxxx


 

Director Alan Munro
Producer Brian Jochum
Agency Y & R

One of the few Hot Wheels spots that’s actually shot outdoors. To get the proper background, we commandeered the upper floor of a downtown Vancouver parking lot. The results, thanks mostly to ace cameraman Reed Smoot, were stunnung. Some terrific kid performances in here too.

Posted in BOYS STUFF, COMMERCIALS, HOT WHEELS | Comments Off

MAX STEEL AQUA ASSAULTxxx


 

Director Alan Munro
Producer Brian Jochum
Agency Y & R

Hard to believe, but the toughest shot was Bio the villian ducking under the water. To get the required f-stop, hundreds of foot-candles of light were needed, which brought the shallow water near to boiling. The problem is, water must be freezing cold to film in (or else it goes cloudy). By day’s end, every ice machine in Vancouver had been cleaned out. They must’ve thought we had a serious kegger going on.

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HOT WHEELS COLOR SHIFTERSxxx

 

Director Alan Munro
Producer Brian Jochum
Agency Y & R

The golden rule of toy commercials: Don’t ask the adults, ask the kids. To a grown-up, watching a car change color is about as exciting as, well, watching paint dry. To an 8 year-old boy, there’s nothing more cool than a green Humvee that can turn purple. The moment this spot hit the airwaves, Color Shifters flew off the shelves.

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HOT WHEELS FERRARI XVxxx


 

Director Alan Munro
Producer Brian Jochum
Agency Y & R

Elegant isn’t a word usually associated with Hot Wheels, but this Ferrari XV spot is a beautiful exception. A sleek track on a simple black-on-black set, lit to perfection by ace d.p. Reed Smoot. And as an added bonus, it’s got a soundtrack by Hot Wheels’ rapmaster Eric Kawaguchi: “Call ‘em hardcore, Watch ‘em race across the floor.”

Better than this, it doesn’t get.

Posted in BOYS STUFF, COMMERCIALS, HOT WHEELS | Comments Off

MATCHBOX DINO POP UPxxx

 

Director Alan Munro
Producer Brian Jochum
Agency Y & R

A terrific Night In The Museum inspired concept coupled with a great little dino-themed playset. How can you top that? Watch for the fully-articulated T-Rex claw arm that steals the show — literally.

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HOT WHEELS TRICKTRACKSxxx

 

Director Alan Munro
Producer Brian Jochum
Agency Y & R

A city full of giant Hot Wheels playsets? What’s not to love about that! And as terrific as that opening is, the play footage is even better. You gotta love how the camera glides past each set just as it’s activated, and how boldly the product stands out against the background. Also, this has most ambitious fast-build ever: an hour-long time exposure of kids covering an entire room in track. End to end, this one is a gem.

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MATTEL HARRY POTTERxxx

 

Director Alan Munro
Producer Brian Jochum
Agency Y & R

Working on a franchise as important as Harry Potter is always a political minefield. Doubly so when you’re recreating something as famous as the Quidditch flying sequence. The Warner Brothers’ hierarchy could’ve saved themselves the Pepto Bismol. After seeing the completed spot, a studio executive remarked, “Wow, your broom-flying shots look better than ours.” Best professional compliment we’ve ever gotten.

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