PRODUCTION
humble
Executive Producer - Eric Berkowitz
Executive Producer - Persis Koch
Head of Production and Post Production - Andrea Papazoglou
Director - Jerry Dugan
Line Producer - Erika Frick
Director of Photography - Ryan Baker

POST
humble
Executive Producer - Eric Berkowitz
Executive Producer - Persis Koch
Head of Production and Post Production - Andrea Papazoglou
Editor - Nick Regalbuto

AGENCY
Y&R Midwest
SVP/Dir of Integrated Production - Brian Smego
Sr. Producer - Peter Hullinger
Chief Creative Officer - Bob Winter
Associate Creative Director/Copywriter - Evan Thompson

Prod Co: Humble
Prod Service Co: NBTV Studios
Director: Charles Whitcher
Executive Producer: Persis Koch
Producer: Brant Kantor
Cinematographer: Jeffrey Kim
Post: Humble
Post Producer: Andrea Papazoglou
Visual FX: Marc Christoforidis
Editor: Whitcher
Colorist: Company3/Jaime O'Bradovich

Director Sam Stephens turns accidents into art with the new broadcast campaign for Easy Off oven cleaners. Based on a great concept by Euro's Creative Team, George Simpson, Helen Shin, and Catherine Eccardt, humble set out to make what gets left behind in an oven as appealing as what comes out. Sam devised an approach based on high-speed Phantom photography, modified table-top rigs, and carefully considered art direction. "The success of the spot is based on a misdirect," Sam explained. "Because the product works so well, we're supposed to look at our cooking mess in a new light. The challenge was how to create a series of expressionist-inspired frames, that still felt like it could be food based - specifically things that might drip from a baking lasagna." Sam, together with his team, spent a week in testing and R&D before the shoot. Shooting at up to 2500fps with the Phantom Flex, they were able to create an otherworldly ballet of liquids and abstract shapes. "It was important that the product demo sections have as much visual interest as the opening," Sam said. "So often the back half of a spot like this becomes a dry parade of side-by-sides, product shots, and result shots. We wanted to do everything in our power to keep the energy and visual interest up. When we shot the aerosol can blasting at us at 2500fps, and it looked the early moments of the big-bang, we knew we were on the right path." Sam cut and composited the spot in house at humble. Backed by an evocative score, the final product stands alone its field. Executive Producer Eric Berkowitz says, “The best jobs start with an agency and a client ready and excited about pushing envelopes and industry expectations. This was one of those jobs. It was a blast and pleasure all the way through."

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