Concepting

TRIPWIRE Daydream

I often step back when I see an ad and ask myself “What do you think the pitch was like when presenting to the client?” This ad for Tripwire is one of those ads. The 60-second spot takes the viewer on a trippy little adventure, and the payoff doesn’t arrive until the very end.


I’m not saying the ad is bad, in fact, the production value is top-notch, and once you get to the end of the piece and realize what is going on it works. I’m just wondering how the team sold this concept to the marketing department at an IT / Data Security software company, and what the pitch deck would have looked like.

Agency: PMG
ECD: Kyle Kelley
ECD: Andrew Harper
ACD: Lori Wittig – lori.wittig@pmg.com
ACD: Justin Prichard
Writer: Benjy Joung
AD: Kevin Yurasovich

Camp Lucky
Director: Adam Littke
EP: Brandon Tapp
Producer: Elizabeth Spiva
Editor: Logan Hefflefinger
Assistant Editor/Junior VFX: Jake Odgers
Graphic Artist: Seth Olson
Color: Neil Anderson
Audio: Scottie Richardson
Finish: Mark Sullivan
EP: Jessica Berry

Thinking Things Through. Planning Things Out. Motel 6 “Room to Room”.

Most of the time when you see a well produced TV spot, you don’t think about what it takes to pull it off. The visuals are engaging and you are entertained for 30 seconds and you move on. Recently Motel 6 launched a new spot “Room to Room”. The live action spot is deceptively complex, the previsualization video showing the making of shows just how complex, and how well thought out this spot is. The blend of Live action and post VFX work is really well done, and goes to show how much went into the production of this spot for Motel 6’s 50th anniversary. Directed by King & Country the spot was designed to highlight renovations without appearing to intrusive to guests. To pull it off King & Country uses a series of “in-the-nick-of-time’ gags” to keep things visually interesting and engaging. The characters are oblivious to the changes as the camera catches them happening right before they interact with the rooms, so we don’t give the impression that renovations are ongoing. This shows off all that a full-service studio does, from concepting and planning, directing and editorial, to animation, VFX and finishing.