20th century painter and illustrator Norman Rockwell created some of the most iconic images of modern American life which have endured long past his death. One of his most famous paintings, Freedom From Want shows a scene where a grandmother is setting a turkey down at the dinner table for the family at thanksgiving. The definition of family has expanded considerably since then and this campaign ‘For What Matters Most’ for Tylenol reflects those changes.

Working with agency JWT New York and production company Maverick NYC the aim of this commercial was to show the way the family has changed since Norman Rockwell’s painting in 1942. We shot in San Francisco but the idea was for it to feel like it could be geographically anywhere in America and with families from all different backgrounds. The ‘traditional’ nuclear family unit no longer applies to modern American life and we wanted to reflect that. 

The film is one part artistic recreation and another an account of each families holiday experience. We shot the whole film with a soft back lighting setup to draw visual links to Rockwell as well as provide that warm home like glow. The challenge with each final locked off shot was to create the look and feel of the original painting but with modern contemporary American families. We were also incredibly lucky to get such great families as our subjects. They were all amazingly genuine on set and responded with real emotion that you can't get from staged actors.  

The film received a lot of positive responses, especially from the LGBT press. Outward had this to say ‘Tylenol has made an ad featuring a lesbian couple in a contemporary reimagining of Rockwell’s famous Freedom from Want and it’s pretty cute’.

The film has been hugely successful, garnering over 3 million views on YouTube and making it one of the most watched US online campaigns of the holiday season. 




Every child deserves a superhero

Journeying across three continents a documentary crew travel from the dust filled streets of Chiapas, Mexico to the cramped slums of Delhi, India and onto the vast maize fields of Nairobi, Kenya. Along the away they hear strange accounts from children who tell of visiting superheroes.

This was an undertaking of epic proportions. We were tasked by Agency Don’t Panic, production company Unit9 and charity Save the Children to raise awareness for the millions of children struggling to survive around the world. The goal was to create an 'on the fly' documentary set over three countries with some of the toughest living conditions for children. The ‘superheroes’ however are not the tight and cape wearing variety but real heroes, killing Malaria carrying mosquitoes and bringing clean water to dehydrated children.

This was one of our most ambitious undertakings and had to be turned around incredibly fast. We traveled to three countries on opposite sides of the globe in just one week. We ended up just ignoring what timezone we were in, it was a race against time to get the footage in the can and move onto the next location. The core of the film was the imagination of the children. It was important that we only planted the seed of a story in their minds, and then let them run away with that story in the way only a child can. Much of the time they were writing the script for us.

The cultural contrast was apparent from the outset. In Mexico they have no concept of ‘superheroes’ in the way we do. It was a challenging exercise to find new ways of describing superhero like powers and in turn, translating them onto screen. 

We were not in each location for long so it was about getting an ‘on the fly’ documentary feel while capturing the iconic elements of each landscape. The landscape in each country was so photogenic that it was a constant battle to steer away from nicely composed, well lit shots and stay in keeping with the run and gun documentary film style that you see in the finished cut.

The film was very well received, with prominent features on Time Magazine, Business Insider, The Huffington Post, Adweek, Brand Republic and The Drum. 




A simple question...What does it take to be great? Alpha Century and Toshiba sent us to find out. We found our answer in Matt Gerdes, professional base jumper, travelling to epic Chamonix in the French Alpes to document the incredible sport first hand. 

We journeyed with Matt every step of the way, from the warmth of his wood fired log cabin up the gruelling mountain climb, fitting into his wing suit at the peak and then the inevitable jump and glide down over rocky crags and forests. 

What we found surprising was how candidly Matt spoke about the sport. He didn't shy away from the obvious dangers it holds. It was refreshing to hear a sportsman talk about the limits of the human body and mind within such an extreme activity. 

The commercial received Campaigns Ad of the Day and has been shown across European cinemas, TV and online as well as short form idents for Channel 4’s ‘Live from Space’ which aired on UK television. 




It was a simple little challenge. Armed with their brand new Sony A7S's Greg Hardes & Jacob Proud would both shoot a short test film and flex this new camera's muscles. 

One of them was in the North Eastern State of New Hampshire USA, the other in Sunny Devon UK. 




Rain Lehel is aspiring to become Hollywood's youngest stuntman. Toshiba provided Jason and Rain Lehel with the X-Sports action camcorder as they filmed various pursuits for Rain’s show reel, and put the X-Sports through its paces. Watch to find out more about their incredible day.

It was our absolute pleasure to work with the amazing Alpha Century on the edit for this Toshiba camera promo. 

Agency /