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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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.
