Deep Dives
May 2018
Season 9
Challenges
My challenge was to create a launch campaign for TWD S9 with several constraints. The lead star, Andy Lincoln, was departing, and in the promotion, I had to avoid exposing spoilers and a “ton” of content was expected. Andy Lincoln’s schedule was rearranged several times during the shoot. A new schedule forced us to remain over the weekend, adding an additional shoot day, yet I needed to find a way to absorb the overages. TWD started filming the new season in a different timeline - 8 years in the future from the previous season’s finale. The storyline was highly confidential. Lincoln’s time was highly constrained as he was not filming the full season and had many requests for time. A massive storm and flooding on set on the days leading up to filming created significant production concerns.
Solution
Building on the trust I had with the show’s executive producers, I was able to gain access to closed sets, to find non-spoiler angles to incorporate into 2 live-action / graphic heavy spots. A storm hit the set days before creating massive flooding. Access was restricted to one of our locations. The extensive flooding washed out bridge access to a significant set. Safety was concerned about additional flooding and a large production crew being stuck across the “river.” I was able to negotiate with show executives, safety, union reps and production to have a small, handheld crew cross the bridge to film the essential scenes at “Hilltop.” After discussions with the EPs, I learned that Lincoln’s time was pulled from our shoot. I had to pivot and had the team focus on a tease spot of Negan in his cell. Although this presented new challenges as Negan’s new Season 9 look was not network or show approved. Again, leveraging my relationships with the network and show executives, I was able to a create a compelling tease while addressing the shows concerns about secrecy. They trusted my approach and knew I would safeguard their concerns.
Outcome
I was able to create 2 launch spots and a sneak tease for season 9 without expanding the budget. I also captured a bounty of short-form, Facebook, and Instagram assets while filming along with art for the 2nd half of the season.
December 2016
Season 3
Challenge
I was tasked to work with out team to introduce Gus Fring’s first appearance on “Better Call Saul” without using either “Breaking Bad” footage or footage from the new season of “Better Call Saul.” An additional challenge was Sony did not own the intellectual property on the Los Pollos Hermanos logo.
Solutions
Drawing on the “Breaking Bad” linage, the concept approved required that I transform a working restaurant in Albuquerque (Twisters) into the “Breaking Bad” icon Los Pollos Hermanos. We had a modest budget and one day of prep and filming. I managed show talent, vendors, show writers, show crew and Sony legal to produce this piece.
With the ownership of the icon Los Pollos Hermanos in question, I decided to shoot double coverage of every setup allowing us to create assets and maintain a backup if negotiations Sony was having failed and the IP was not cleared. This had to be done without adding additional funds or additional days of filming. With strong team work, schedule adjustments, and a little luck we were able to pull it off.
Outcome
As Adweek said, an acclaimed spot, “Taste the Family,” which spawned the Emmy award winning short “Gus’s Training Video.”
https://www.adweek.com/tv-video/gus-fring-was-behind-clever-los-pollos-hermanos-ad-better-call-saul-175575/
May 2017
Season 8
Challenge
“The Walking Dead” Season 8 and the celebration of the 100th episode presented me with a challenge. We needed to find a way to produce a large number of assets requested by all AMC departments with limited time on set and limited time with the cast. The cast of 22 series regulars were available only for 1 day. We had to produce assets for Season Art, Launch Campaign, Comic Con Art, 100th Episode Art, Cast Interviews, Interstitials, Facebook and Instagram bespoke content.
Solutions
The only solution was to exceed expectations. I led the team to capture all show series regular in 1 day. With the talents’ time restrictions, we scheduled 3 video crews, shooting simultaneously, in 3 different locations on the active TWD set. We also had 2 print photographers shooting simultaneously - Alan Clarke & Frank Ockenfels III. Working with both union and non-union crews, I asked show crew to assist the photo and video teams. There would have been no way to complete the volume of assets without the assistance of show crew. Fox International also required additional assets for their international distribution. To ensure Fox was aligned with AMC, we worked with their team to capture assets for their use.
Outcome
We successfully captured over 50 assets that day and they were repurposed during the whole season. Two of which are here.