Super Bowl XLVIII: Sugar s Smi Delivers Overnight Fame For A Gourmet Granny For H-E-B

Sugar Film Production director Chris Smith soars a sweet granny to nationwide culinary stardom in the charming :60 H-E-B 2014 Super Bowl Spot, Milly, out of The Richards Group. The spot features an elderly woman who daydreams of her path to foodie notoriety by winning H-E-B's Quest for Texas Best' with her delectable Bacon Jam selected as the grocery chain's next Primo Pick. In her reveries, she envisions being stalked for selfies by the likes of Troy Aiken, making headline news, the dedication of a statue of her own likeness, earning a key to the state of Texas and a papa-razzi fanfare upon the landing of her own private jet.

Click HERE to see the spot.

Having previously collaborated with H-E-B and The Richards Group on numerous campaigns since 2004, including four prior Super Bowl spots, Smith was well prepared to tackle the colossal production feats that a spot of this magnitude entails in the tight shoot timeline. Each setup was meticulously planned out, including coordinating a local casting call for extras, earning local social media buzz and bringing in nearly 500 enthusiastic locals to take part in the parade scene. After prepping to utilize clever camera angles to create the guise of a massive crowd, it was really exciting to arrive at the location and have such a large turnout of people who were so genuinely excited to be a part of the production. The energy was contagious, notes Smith.

Though the brand's Super Bowl offerings are displayed on a grander forum than other campaigns, Smith and the Sugar Film Production team treat it with the same high level precision that they would on any campaign. Says Smith, We treat every commercial like it's a Super Bowl commercial. We always push everything we have to create the best possible work for the agency and brand.

About Sugar Film Production

Committed to achieving excellence on each project they tackle, and fostering an attitude-free company culture, Dallas/Santa Monica-based Sugar Film Production forges long-term client relationships through a welcoming work environment and spectacular results. Since 2001, Sugar has produced work for national clients including Shell, Ford, Pepperidge Farm, Anheuser Busch, Bridgestone, McDonalds and Sony Ericsson. Seasoned director Chris Smith leads the creative team, crafting engaging advertising projects through stunning visual narrative.

Credits:

Client: H-E-B

Title: Milly :60

Group Vice President Advertising and Marketing: Cory Basso

Director of Advertising: Shelley Hannon

Agency: The Richards Group

Creative Director: Chris Smith

Brand Creative/Art Director: Bo McCord

Brand Creative/Writer: Wendy Mayes

Brand Manager: Howard Blevins

Broadcast Manager: Debbie Koppman

Broadcast Business Manager: Devona Mayeur

Production: Sugar Film Production

Director: Chris Smith

Executive Producer: Tony Miglini

Line Producer: Michelle Isbell

Editorial: Tree House Edit

Editorial Executive Producer: Jeremy Besser

Editorial Producer: Kimberly Estrada

Editor: Jayson Limmer

Online Editor: Bryan Bailey

Mix: Fast Cuts

Audio Engineer: Eric Jenkins

Music: Hum

Music Producers: Scott Glenn, Debbi Landon

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LINK:	http://news.creativecow.net/story/874386...
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