The Briefing Room

Los Angeles- based creative studio DUCK and their dynamic directing team Docter Twins deliver literal eye-popping comedy in their latest campaign for POM’s new line of healthy caffeinated POMx iced coffees, via Fire Station.

In Bedroom, an attractive woman is dozing off in front of her television while the sheep she was counting fly past her window. One sly mischief-maker breaks free from the flock and lands in her bed, where he points out all the amazing late night television they could be watching if she were awake. When he offers the tired beauty a sip of his POM Wonderful iced coffee, their wide-awake moment is shatter when her startled husband exclaims “What the flock?” upon seeing the wooly mammal in bed with his wife.

Break Room finds a flock of sheep bemoaning their sleepy status as they try to figure out the best way to stay awake at work when a one takes a sip of the new beverage and has a sudden awakening, prompting his fellow co-workers to ask, “What the flock?”

From DUCK’s Docter Twins:

People dressed in Sheep costumes….why not?

When we first saw the boards we were thrilled to be involved in a campaign that was taking some chances. Our first thought was; these boards are absolutely absurd and that’s fantastic. We wanted the completely strange situations to play in a straight, everyday manner - as though humans sit around in a break rooms every day wearing sheep costumes arguing over meaningless information. Or it’s commonplace to see a sheep fly into a bedroom window and flirt with a complete stranger. Both Kim and Bill at Fire Station agreed.

Working with the creatives at Fire Station was a positive collaboration the entire way through. While watching casting for POMx “Bedroom,” we saw an opportunity to expand on the humor of the spot. After discussions with the creatives, we successfully reworked the scene to hit some higher comedic moments. Everyone was glad to have the concept play out in this new way which told the story in a more clear, comical manner. We appreciated the agency’s willingness to listen to our ideas and their openness to tweak a script that had already been approved by their client.

The creatives welcomed our input during the edit and asked for our feedback throughout the process. We spent a lot of time with Editor Jason Dopko at DUCK, and the agency in the cutting room finessing both spots. It really became a team effort in every respect.

As for the icing on the cake, we were able to compose music for the end tag. Working with our producer and friend Chris O’Brien, we created an energetic, slightly quirky piece which everyone loved to round out the cut.

We look forward to working with the folks from Fire Station again and congratulate them on an exciting campaign.

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The Creds:

Client: POMx
Spots Title: Bedroom. Break Room
Air Date: October 2008

Agency: Fire Station
Art Director: William Kauker
Copywriter: Kim Genkinger
CD: Liz Leow
Producer(s): Julie Fields, Tim Munday

Production Co: DUCK, LA
Directors: Docter Twins
DP: Simon Thirlaway
Executive Producer: Mark Medernach
Producer: Stephan Mohammad

VFX Company: DUCK, LA
VFX/Animation: Lane & Jan
Post Producer: Daniel Ridgers

Editorial Co: DUCK, LA
Editor: Jason Dopko

About DUCK:

Los Angeles-based DUCK, formerly Duck Soup Studios, is a continually evolving creative studio producing commercials, music videos, short films and web content. DUCK offers a wide range of services, including live action and integration, character design, film title design, 2D and 3D animation, digital compositing, digital/traditional ink & paint. In recent years, the studio has expanded, adding an original content division that works with writers and animators on unique ideas for film and TV.

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