By MILLIE TAKAKI
We interrupt this commercial to give you an A/V show from yesteryear. That’s just part of the bizarre, humorous twist in "Overhead," a :30 for Chick fil-A restaurants out of Dallas agency The Richards Group.
The spot opens as if it’s peddling a cheesy shoe outlet called Leather Boot-A-Rama. Two gigantic cowboy boots-made of cowhide-extend skyward and fill the screen. Suddenly the message is broken up by static interference that gives way to a test pattern for "Cow TV," a guerrilla-style network that has seemingly taken unlawful control of the airwaves.
What follows is easily the most offbeat, makeshift overhead projector presentation imaginable. The silhouette of a cow’s hoof places an overlay on the projector that reads: "Know yer food groops." The hoof then removes that introductory sign and replaces it with a food pyramid diagram containing the words "chikin" and "dessurt." "Chikin" dominates the pyramid and while the cow’s spelling leaves much to be desired, the message is loud and clear. From stage left, another cow walks through the barn and knocks over the projector, temporarily disrupting the anything but state-of-the-art A-V show. But a cow-hoof silhouette enters the picture and rights the ship, continuing the overhead projector barn wall display with a sign that offers the bottom-line message, "Eat mor chikin." The spot then ends on the Chick fil-A logo and a humorous clucking sound.
"Overhead" was directed by Erich Joiner and Heavy International-a.k.a. Kate Flather and Jonas Morganstein-who are all represented via Santa Monica-based Tool of North America. Agency producer David Rucker explained that he’s been a long-time fan of Joiner who wound up overseeing the campaign while working closely with Heavy International. "I was really taken by Heavy International’s reel which showcased a lot of sensibilities we were looking for in this job," related Rucker. "Having Joiner team with them was ideal for us." Other Tool contributors were executive producer Dierdre Harrington, producer Joby Ochsner, head of production Jennifer Siegel and production manager Hoon Park. Andrzej Sekula was the DP.
The Richards Group ensemble of creative talent included agency principal Stan Richards, creative director/copywriter Doug Rucker, writer Tim Wood, art director Lynn Fredricksen and producer David Rucker.
Doug Bryan and the mono-monikered Gerlinda of Post Op, Dallas, served as offline editor and online editor, respectively. Post Op producer was Lisa Hill. Collyer Spreen of Post Op was audio mixer and sound designer. Colorist was Rob Lingelbach of The Filmworkers Club, Dallas.
Director Jack Begert Joins Biscuit For His First Commercial Representation In U.S. & U.K.
Biscuit Filmworks has added filmmaker Jack Begert to its roster in the U.S. and U.K. This marks Begert’s first representation in advertising, building upon his acclaimed work in music video and film. He is best known for his striking aesthetic and surreal use of visual effects, displayed in his feature film debut Little Death, which won the NEXT Innovator Award at the 2024 Sundance Film Festival. The film stars David Schwimmer, Gaby Hoffman, Dominic Fike, and Talia Ryder, and was produced by Darren Aronofsky.
Miami-born and L.A.-based, the USC Film School graduate began his career in VFX and as an editor. Begert has worked with iconic musical artists including Kendrick Lamar, SZA, Flying Lotus, Childish Gambino, and Olivia Rodrigo, and has independently directed international campaigns for brands such as Apple, Converse, New Era, and Reebok.
Shawn Lacy, founding partner of Biscuit Filmworks, said of Begert, “We are such fans of his work--and of him as a creator, thinker, collaborator, and great guy.”
“My creative approach is often about trying to discover something unexpected in the filmmaking process,” said Begert. “Biscuit is a place where I can bring my own perspective to the work and still feel supported. That philosophy is clear from the talent they represent, and I’m excited to join their roster.”
“Jack’s work blew me away the moment I first saw it,” said Rupert Reynolds-Maclean, managing director at Biscuit Filmworks UK. “He is a modern young director who clearly cares deeply about both craft and the necessity for it in his storytelling. Everything always pushes the narrative forward. We’re looking forward to making great work together.”
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