Free Air!

A behind the scenes look at our Free Air video for Cassidy Tire and Service. 

The Pitch

Cassidy Tire wanted a video outlining the free air service they provide where, at any location you can simply drive up, and they'll fill your tires for free. You don't even need to get out of your car. How American! 

We knew we needed to show that service, but I wanted to grab the viewer's attention with something else. Initially, I had the idea of a 'free-air-fairy', but then I kept thinking about that old Starburst Ad with the goofy guy praising 'Berries & Cream'. One of my favorite commercials ever. Google it. 

Anyone else watch TV for the commercials? No? Just me? Okay. 

We ended up with a sort of cross between all three, in which Scott Montavon plays a Sherlockian-Free-Air-Fairy.

Here's the spot: 

 

Shot on my beloved Canon 5d3, and I used a mix of Takumar glass (the non-radioactive ones) along with some Canon L glass. Mostly this was shot on sticks or with a slider. It was an overcast day so most of the time I was using a reflector to bounce light back on our talent to give them a bit more pop. When the sun was out, we used scrims and other reflectors to make the images pop. 

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Photo Credit Evan Wise

Filming comedy is so much different than filming any other genre. Especially, because we're filming a comedy where we're trying to stay on brand, and market to a wide demographic. That last sentence felt like I got shotgun blasted by Jargon Buzzword, but I hope you know what I mean. I HATE being sold to. Which is why I'm in advertising (ha!). Seriously though, it's something we really try and do as softly as possible with any client. We want who they are to come through first, then what they do to be secondary. Even in a 30 second spot. 

It always helps adding a foreground element in. Even though it makes no sense, A second chess set had great leading lines which leads your eye right to Scott running up.

It always helps adding a foreground element in. Even though it makes no sense, A second chess set had great leading lines which leads your eye right to Scott running up.

The Kids

I had the pleasure of working with my beautiful wife and son (again!) on this. One thing I have learned is to keep the camera rolling on kids (actually on professional actors as well!) because they give you great nuanced responses, that would otherwise be near-impossible to get.  For this shot, the little guy had to look happy, then annoyed. Try telling a five year old to act 'annoyed'. There was this magic moment where he was holding onto Mom's pants, was smiling and then pulls away looking somewhat annoyed. In reality, he was just listening to the adults talk here (maybe he really was annoyed!). 

For the actual shots at Cassidy, we filming in Glen Ellyn Illinois. It again, was an overcast day for the wide shots which didn't really fit the mood of this video.