Acclaimed director, Goh Iromoto, talks about his concepting process, scoring the emotional spot, and how directing the cathartic commercial enabled a proper goodbye.
When it comes to advertising during Sunday’s big game, a captivating story always wins. Here’s how the CBS Sports team accomplished this with their NFL AFC Championship spot using “Across The Sea.”
Just like a good book, film or poem, a good ad requires repeat viewing. On the first watch of LaCoste’s incredible “Crocodile Inside” spot, you’ll follow the story and the spectacle, and maybe even look up the stunning song (It’s “Hymne à l’amour” by Edith Piaf). You may get a few chills or even notice the Buster Keaton-inspired moment.
Ian Pons Jewell isn’t someone to mince words. As you’ll see right from the beginning of our conversation, he’ll say exactly what’s on his mind, which also says a lot about his creative work. There’s not much in the way of compromise. He’s directed surrealist music videos and short films, and translated that style into commercials that are equally as surreal, for brands ranging from Nike and Audi to Apple and Xbox.