PETE BURNS

The truth is a powerful thing. It can be freeing, or scary. It can give you an advantage, or put you on your heels. When you really think of it... the truth is power. The fun thing about this spot is that Dodge is basically throwing down a challenge, and effectively telling the audience (in the most fun way possible), you can’t handle this much power. But, you want this power. You NEED this power.

The way to most effectively convey Schwab’s deep understanding of their customers is through authentic, genuine, detailed filmmaking. Like a Jason Bourne movie this project will portray the trader as a technician. We’ll highlight the attitude, the tools, the dedication, and the preparation. This isn’t sweaty, struggling, life and death spy business, but it’s cool, calculated maneuvering and the thrill of the chase. It’s using your wits and experience to get an upper hand, and the anticipation leading up to the moment you pull the trigger (so to speak) and move on a stock at the exactly right time. We’ll show the fun side of stock trading with Schwab.

There’s a lot of fun to be had with all of these spots, and I’m ready to assemble a team of All-Stars to get the job done. With the right cinematic look, pitch-perfect performances, and a movie-grade production design, we’ll make our viewer think they’re watching the newest project from their favorite star and then yank the rug right out. It’s a memorable campaign and will put Rogers Ignite TV smack-dab in the frontal lobe of customers’ brains. It would be my pleasure to make these spots with you guys, and can’t wait to tell you about my ideas, so here goes...

Good Help is EASY to Find… just ask Monster.

As somebody who is perpetually either trying to get hired for a job or doing the hiring myself, I know what a difficult process it can be to find the best people the market has to offer. One thing I know for certain is that you’ve got to maintain a sense of humor about the whole thing, otherwise you’ll drive yourself mad. That’s what I love about these spots, they’re cutting the tension out of a situation we all dislike and showing the funny side of the job search.

It’s always fun shooting films like these. They’re a simple, quick hit, and I love the one-two rhythm of a set-up and punchline. We’ll hire a terrific cast of talented improv superstars and I’ll work with them every step of the way to make sure the comedy lands perfectly. The look will support the tone of the film while remaining consistent with the previous spots (which were great, by the way). In the end, the audience will be left laughing and thinking about how easy it can be to find great jobs or awesome candidates.

Speaking of which, here’s how I plan on landing a job with monster.com…

By every comparable metric Smirnoff is as good if not better than all those fancy “premium” brands that cost WAY too much. From my art school days all the way to today, we’ve always wanted quality from our vodka, not status. A bottle of Grey Goose doesn’t mean you’ve got great taste, it means you spent too much money on your vodka. The Fun% are all of us who are creative, self-assured, smart, and a little weird. It’s not elitist bullshit, it’s a fully inclusive celebration because Smirnoff is for everyone.

This product IS a star, and I plan on giving it the full star treatment. Dramatic angles, epic visual camera moves, and blockbuster cinematography will properly show off the sweet perfection of the Reese’s cup. This might be a dramatic dolly-zoom, pushing in and pulling out on the product, creating a striking and eye-catching frame. Or, it could be directional lighting that effectively exaggerates the cup, helping it jump off the screen. Additionally, we’ll heighten the filmic feel by layering atmospheric elements that will add drama and grandeur to the imagery. We’ll use lens flares, fog, fine particles that give depth and texture to the footage.

Because there’s not one single approach that will fit all the various creative demands of each shot, we’re going to employ several different techniques in order to maximize the cinematic potential of our visuals. For example, we’ll use photogrammetry to capture a wide shot with choreographed Reese’s cups falling perfectly in slow motion, while the camera spirals 360° upwards, showing off every detail of the cup’s 46 ridges.

I grew up in New Hampshire so, by default, all of my heroes came from Boston sports teams: Wade Boggs on the Red Sox, Larry Bird on the Celtics, Ray Bourque on the Bruins, Doug Flutie on the Pats. When I played street hockey, I would be these dudes. When I dressed up for Halloween, I would be these dudes. When I put posters on my wall, they would be these dudes. I had role models that were all men because strong, powerful women were not visible at that time. The damaging effects of not having empowered women visible to young girls is truly detrimental. I think of how different my life could have been if there were commercials on TV that featured strong, confident women like Alex Morgan and Abby Wambach. I am so excited that Secret is creating these two campaigns and would love to be part of the creative process.

This is NOT a commercial. We’re making something different.

Call it a film, call it a trailer, call it a blockbuster, but commercial just doesn’t cover it. This has to be bigger. A game like Ghost Recon demands first-class action, epic stunts, razor-sharp wit and a cinematic look comparable to anything you’ll see on the big screen. And Lil Wayne. You gotta have Lil Wayne.

This project is right in my wheelhouse in that it perfectly mixes action with comedy and has amazing opportunities for both practical and digital effects. I’ll approach this the way I would a feature film. We’ll be crafting original and unique characters, telling a dramatic story with real stakes, all while making it look visually stunning.

But still… it is NOT a commercial.