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Twist’s Rich Michell Brings Diversity to Fresh Wave

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Viewers are challenged to ‘ditch the chemicals’

Twist’s Rich Michell Brings Diversity to Fresh Wave


Fresh Wave challenges viewers to ‘ditch the chemicals’ in their new commercial, shot by Twist’s Director/DP Rich Michell. With creative driven by ad agency A.Eicoff & Company, the new spot entitled “Onion Test” is a signature piece to demonstrate the diversity of Michell’s fine-tuned expertise as both a Director and Cinematographer.

The unique project required shooting the on-screen talent, as well as table top footage. Filmed on location in Chicago, the new spot features an array of Fresh Wave products. As Twist Director/DP Rich Michell notes: “It was exciting to be part of their inaugural spot, introducing Fresh Wave products to a wider, broadcast audience. They have re-defined a category, bridging storytelling, beauty, table-top, and design. The agency’s approach really appealed to my aesthetic, and clearly brands Fresh Wave as a unique, premium product.”
“This was my second time working with Twist and Director/DP Rich Michell,” notes Producer Jim Hoffman of A. Eicoff & Company. “I've continued to be impressed by his collaboration with our creative team, as well as with the client. He seems to constantly think through the project offering ideas on how to best achieve, or improve the goals of the spot. Both Rich and Owner/EP Jim Geib, along with their team, have demonstrated an incredible sense of resourcefulness in order to deliver a high level of production while working within tight budgetary confines. And it's been fun."
Advertising Agency: A. Eicoff & Company 
Management Supervisor: Scott Ballew
VP, Sr. Creative Director: Tim Burke
Copywriter: Jim Madsen
Art Director: Jeff Fingerman
Producer: Jim Hoffman
Production Company: Twist
Director/ DP: Rich Michell
Executive Producers: Jim Geib, Amyliz Pera
Staff Reps: Rob Neil, Kathryn Lotis
Line Producer: Dave Bellmont
Editorial Company: Hootenanny 
Editor: Graham Metzger
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