Super Bowl viewers saw the premiere of not one, but two commercials produced by Radar Studios: McDonalds Lovin Pays, directed by Sam Macon for Leo Burnett, and WeatherTechs America At Work, directed by Radar founder Don Hoeg for Pinnacle Advertising and as a co-production between Radar Studios with WeatherTech's in-house marketing group. Radar's Mark P. Smith edited both spots.
In Lovin Pays, several randomly selected McDonalds customers discover that they may pay for their food orders by performing acts of kindness or making human connections, instead of with money. These lucky customers are given the opportunity to call their mom, do a dance, share a compliment, or high-five with their server as payment for their order. The promotion associated with this campaign will run at McDonalds restaurants through Valentines Day.
The spot was created over three days by shooting real McDonalds customers with hidden cameras while Director Sam Macon coached the cashiers through an earpiece. Sams experience directing both scripted pieces and documentary films was absolutely essential to us being able to make this piece, says Radar Executive Producer Graham Gangi. He could construct an environment that allowed maximum control visually and left room for spontaneity to happen. Macon likens the process to mining. If I just did documentary or just did scripted material, it would have been very hard to do this. We were constructing moments but not manipulating outcomes. It was essential to the client that we showed real customers and their real reactions, Macon says.
Watch the McDonald's Lovin' Pays spot here - http://www.radarstudios.com/directors/macon/
America At Work shows a day in the life at WeatherTechs manufacturing facility. The day begins with the factory waking up as the coffee pot's button is pushed and a worker dons safety goggles. Director Don Hoeg choreographed a rhythmic symphony that guides the viewers flight through the manufacturing process for WeatherTechs line of premium custom floor liners and automotive accessories.
Our long collaboration with Pinnacle and WeatherTech's in-house marketing group has been successful, in part, because we work together to look for ways to push each spot forward visually while also expanding the brands story. In this case, we focused on WeatherTechs commitment to American workers, technology, and materials which result in a true made in the USA product says director Don Hoeg. WeatherTech makes premium products, and we want to reflect that quality and attention to detail in the spot. He found design inspiration at WeatherTechs manufacturing facility itself. The operation is designed to make you feel like youre watching an Indy 500 pit crew.
Watch the WeatherTech spot here - http://www.radarstudios.com/directors/hoeg/
Were thrilled to have two national spots in this years Super Bowl, says Gangi, And were even more thrilled to have two global clients who place their confidence and loyalty in Radar Studios and the Chicago production community.
CREDITS Lovin Pays
CLIENT: McDonald's
AGENCY: Leo Burnett
PRODUCTION: RADAR STUDIOS
Director: Samuel Macon
EP: Graham Gangi
Head of Production: Eve Cross
POST: RADAR STUDIOS Editor: Mark P. Smith
CREDITS America At Work
CLIENT: WeatherTech
AGENCY: Pinnacle
PRODUCTION: RADAR STUDIOS / WEATHERTECH INTERNAL MAREKTING GROUP
Director: Don Hoeg
EP: Graham Gangi Head of Production: Eve Cross
POST: RADAR STUDIOS
Editor: Mark P. Smith Creative
Director: Steven Gray
Post Producer: Karen Campagna
ABOUT RADAR STUDIOS
Radar Studios represents a team of uniquely talented directors and artists. We believe every project comes in the door in a state of creative development, and as a result, our directors and artists view each project as a living, growing idea. Our team includes designers, VFX artists, animators, and editors, each of whom can contribute in a unique way, always in service to the core idea. When talent, creativity, and culture are focused on an idea, anything is possible. radarstudios.com
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Super Bowl viewers saw the premiere of not one, but two commercials produced by Radar Studios: McDonalds Lovin Pays, directed by Sam Macon for Leo Burnett, and WeatherTechs America At Work, directed by Radar founder Don Hoeg for Pinnacle Advertising and as a co-production between Radar Studios with WeatherTech's in-house marketing group. Radar's Mark P. Smith edited both spots.
