Mathew Cullen Directs Psy for Super Bowl Ad

International superstar Psy showed off his “Crackin’ Style” in a highly anticipated :30 Super Bowl spot directed by MTh’s Mathew Cullen for Wonderful Pistachios via ad agency Fire Station. Reaching over 100 million viewers across the U.S. alone, the NFL Super Bowl is the premier showcase for the year’s most buzz worthy commercials.

 

 

Director Mathew Cullen tapped into the cultural and musical zeitgeist by blending Psy’s colorful charisma with the imagery of the Wonderful Pistachios brand. Interspersed with irreverent cutaways, each frame bursts with the humor and energy of the pop star as he and his dancing pistachios one-up the iconic dance moves from “Gangnam Style” – the first ever video to reach one billion hits on YouTube.

 

“The Super Bowl broadcast is the biggest platform of the year for advertisers and always features memorable work,” said Cullen. “Wonderful Pistachios wanted to make a big impact with Psy, a global phenomenon who appeals to all demographics. Music is at the heart of Psy’s story, so we worked to channel his infectious spirit into a vibrant music video format and make this his halftime show.”

 

Credits

 

CLIENT

Client: Wonderful Pistachios

Title: Crackin’ Style

 

AGENCY

Agency: Fire Station Agency

Chief Creative Officer: Lynda Resnick

Exec. Creative Director: Liz Leow

Creative Director/Copywriter: Kim Genkinger

Associate Creative Director: Jennifer Young

Art Director: Jason Fryer

Copywriter: Jen Stoner

Senior Producer: Anne Kurtzman

Assistant Producer: Tim Munday

 

PRODUCTION

Production: MTh

Director: Mathew Cullen

Director of Photography: Guillermo Navarro

Executive Producer/Partner: Javier Jimenez

Executive Producer/President: Jeff Scruton

Line Producer: Line Postmyr

 

POST PRODUCTION

Post Production: Mirada

Head of VFX and Animation: John Fragomeni

Executive Producer: Patrick Nugent

Creative Director: Vanessa Marzaroli

VFX Supervisor: Jonah Hall 

VFX Producer: Judy Bowers

CG Supervisor: Brad Hayes

Production Manager/HR Director: Tina Van Delden 

VFX Coordinators: Scott Rothstein

Storyboard Artist: Yori Mochizuki

CG Generalists: Marcelo Cermak, Ben Lopez, Ken Pellegrino

Designer: An Nguyen

Designer/Animator: Matt Shadis

Tracking Artists: Michael Maker, Jared Sanders

Roto Artists: Zac Chowdhury, Megan Gaffney, Shih-Lin Wu

Lighter: Kenny Jackson

Nuke Artists: Montana Casey, Josh McGuire

Flame Artists: David Stern, Alan Latteri, Mark Renton, Pilon Lectez, Todd Helmsley, Fefo Souza

 

EDITORIAL

Editorial: Mirada

Editor: Fred Fouquet

 

MUSIC

Artist: Psy

Song: “Gangnam Style”

Recording Studio: East/West Recording Studio

Audio Record/Mix: Juice West