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GENERAL REEL | 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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HONEYCOMB GOLD RUSHxxx

 
Director Alan Munro
Producer Brian Jochum
Agency Ogilvy

The whole spot was shot in three hours — three hours of total insanity. The camera kept rolling, the kid kept popping in and out, we kept handing him new props, tossing him lines. Much as the adults would like to take credit, the kid came up with the “I’m gunna buy a monkey” tag. Inspired.

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SABOTEUR TALENTEDxxx

 

Director Alan Munro
Producer Brian Jochum
Agency Draft FCB

In this last installment, we wanted to slip in some sex. Even Sean Devlin needs to unwind between massacres. For the record, we didn’t use any explosives on set. In fact, we didn’t use much set. The street is mostly a matte painting.

Missed the first two episodes? You can catch them here and here.

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SABOTEUR HANDY

 

Director Alan Munro
Producer Brian Jochum
Agency Draft FCB

The middle portion of the Saboteur triptych (the other spots are here and here). This outing needed to show Sean Devlin at his most devious. Cutting a radio’s power cable and then using it as a garrote seemed to have the requisite amount of elegance and perversity. Plus, it’s the perfect excuse for some Edith Piaf source music.

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DURACELL OASISxxx

 

Director Alan Munro
Producer Brian Jochum
Agency

If you’re shooting a camel death march, who should the camel characters be? Arab Trader Camels wearing mini bernooses? Desert Explorer Camels with little pith helmets? Or French Legionnaire Camels? The correct answer: Legionnaire Camels. And what desert are they in? A little known strip of sand that runs between Giza and Las Vegas.

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BROTHER PTOUCHxxx

 

Director Alan Munro
Producer Brian Jochum
Agency Renegade Marketing Group

Better living through labeling. The agency had written a little ditty about The Town of Mess and The Town of Neat. It was the perfect excuse to get crazy. No trickery in the house interior transformation. It’s actually two complete sets swapped out one wall at a time.

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OREO O’Sxxx

 

Director Alan Munro
Producer Brian Jochum
Agency Ogilvy

If the CG cookies and milk look exceptionally believable, there’s a reason: They’re not CG. We actually constructed oversized Oreos and shot them hi-speed. No kidding. The girl is floating on a 5 foot diameter foam cookie. We still have it. If ever someone builds a 3000 square foot gingerbread house, we have the perfect coffee table.

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MAZDA PASSION FOR THE ROADxxx

 

Director Alan Munro
Producer Brian Jochum
Agency FCB

Every day it poured rain. It rained in Mile Square Park when we shot the opening. It rained in Santa Barbara, and in the wine country. Even in the desert we had rain. It was so wet, mold started growing on the Mazda’s car seats. Gave the footage a great look though. And we never had to do a wet down.

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