The Briefing Room

LOS ANGELES—Bully Pictures continues its hot streak with great, new advertising work. Its most recent efforts include a spot for Mohawk Flooring that’s “frozen in time” and a campaign introducing a new entrée at Panda Express that features a pair of animals that simply refuse to grin and bear it.

Bully Director Fredrik Callinggard used his signature “frozen moment” technique to conjure a scene of domestic disaster in a new spot for Mohawk Flooring and advertising agency Cramer-Krasselt/Milwaukee. Time has stopped on a busy living room scene just as dad has slipped on a skateboard. He drops a plate of hotdogs causing one daughter to lose her ice cream sundae and two others to kick over a coffee table, sending chips, salsa and guacamole flying. Mom, the only person moving in the scene, swoops in to clean up the mess—a cinch due to her stain resistant Mohawk SmartStrand® carpet with DuPont™ Sorona®.

In a method perfected by Callinggard, the scene was constructed through meticulous art direction, precise motion control photography and cleverly used CG. Dozens of individual motion control passes were needed to shoot all the elements, including the cast members who were suspended in place using rigs. Callinggard worked hand-in-hand with the post vfx team from Duckling in stitching it all together to create the uncanny, three dimensional finished look.

Craig Tanimoto has directed a new campaign for Panda Express and Siltanen & Partners Advertising in which a man is hung out to dry by a pair of talking pandas. The man, who’s visiting a zoo, provokes the bears’ ire by taunting them while eating a serving of the restaurant’s new “Sweet Fire Chicken Breast.” The bears have the last laugh by triggering a trap that snares the wise guy’s leg and hoists him into the air. The spot, part of a broad campaign that also includes online and in-store components, benefits from Tanimoto’s economical storytelling and razor sharp, dry humor. The director shot the two live pandas at a zoo in Memphis…no mean feat as the bears are notoriously bad at hitting their marks.

Bully Pictures has also recently wrapped projects for McDonald’s with director Daniel Kaufman and for Sunny Delight with director Bruce Van Dusen.

About Bully Pictures:

Bully Pictures was formed in 2004 by Executive Producer Jason Forest as a full-service TV commercial, internet viral, short film, and international production service company. The company represents directors Fredrik Callinggard, Gaute Hesthagen, Daniel Kaufman, Christian Lyngbye, Franco Marinelli, Craig Tanimoto, and Bruce Van Dusen. For more information, write info@bullypictures.com

Credits

Mohawk Flooring

Product: Stain resistant SmartStrand® carpet with DuPont ™ Sorona®. Agency: Cramer-Krasselt/Milwaukee Production Company: Bully Pictures Director: Fredrik Callinggard VFX: Duckling

Executive Creative Director: Chris Jacobs Creative Director: Chris Buhrman Art Director: Jim Root Copywriter: Sandy DerHovsepian Agency Producer: Dinah Goris Executive Producer: Jason Forest

Panda Express

Agency: Siltanen & Partners Advertising, El Segundo, California

Executive Creative Director: Rob Siltanen

Creative Director: Joe Hemp

Copywriter: Graham McCann

Art Director: Scott Bremner

Producer: Christine Anthony

Director: Craig Tanimoto

Production Company: Bully Pictures

Editorial: Cut & Run

Online & Animation: The Syndicate

Audio Mix: Lime Studios