Team Detroit’s newest Ford project, featuring NFL MVP Aaron Rodgers, is a case study in creative concept and seamless execution.
The 3-spot package is a visual feast of movement and measure, aligning the athleticism and work ethic of the quarterback with the superior grit of Ford Trucks.
handled the full-service package from production to post, offering an economy of effort resulting in powerful footage, a seemingly effortless shoot and extreme efficiencies in editing and finishing.
“For our project, organisation was key,” said Ryan Cook, producer at Team Detroit. “We knew we had to produce multiple spots with only one day to shoot footage that we would run all year. That’s why using the companies of Cutters Studios was so appealing. It was easier to keep everything in one place, especially when you have both a top quality director and editor.”
But before Dictionary Films, the production arm of Cutters Studios, could start rolling, they had to overcome several big challenges. Rodgers was only available for 8 hours and the three commercials required 37 set-ups in one day.
“From a production standpoint, we were all concerned with how we’d pull this off.” Cook said. “From the moment we saw Dictionary Film’s treatment we saw how organised they were. Not only did they show us a creative vision, they went above and beyond and explained how exactly how they would get it done.”
To help expedite the process, Dictionary director Jesse Shamata collaborated with Cutters editor Kevin O’Brien throughout the process, including having O’Brien on the shoot. “Kevin and I talked all the time,” Shamata said. “With every set-up and location we discussed the nuts and bolts to make sure we got everything we needed and then some.”
Shamata also had the task of building rapport with Rodgers and getting a performance that equaled a library of footage from a non-actor. “It was amazing working with Aaron Rodgers,” Shamata said. “He is a genuinely nice guy. He sat with the crew during lunch and didn’t disappear between takes. We gave him our commercial playbook and he delivered.”
Having the editor on set also helped speed up the post process as well. “When I sat down to the footage I already had a rough cut in my head,” said Cutters editor Kevin O’Brien. “This job was so smooth because of the level of collaboration. I wish all jobs where like this one.”
Dictionary Films Executive Director, Megan Maples agrees: “Because the companies of Cutters Studios work seamlessly together, we were able to handle any obstacles both with logistics and budget, and give them a new way of doing things that wowed their client and produced an exciting series of spots,” said Megan Maples, Executive Director of Dictionary Films.