Greg Popp
Budweiser “Catch Phrase” and “Dueling Mics”
Agency: DDB Chicago
Production: Chelsea Pictures, bicoastal/international
DP: Pierre Rouger
Editorial: School, Toronto
Editor: David Hicks
Affiliation: Supply & Demand, bicoastal
How did you get into directing? I went to college as a pre-med, but took a class in introductory filmmaking. Basic coverage was demonstrated in a lesson–wide shot, medium shot, close ups, in sequential takes–and I was like, ‘Wow, that’s how it’s done!’ From then on, that was all she wrote.
Why do you want to direct commercials? I was a filmmaker in college, worked briefly in features, and have been a student of advertising for 19 years. Directing is the inevitable and inescapable destination for me.
What’s your most recent spot project? A package of Bud spots with the droll and understated FOX sportscaster Joe Buck.
Do you have plans to work in other areas–e.g. shorts films or features or TV? Have you ever done any of that in the past? I’ve worked on shorts that have appeared on everything from HBO to Budweiser’s Web-based “True Films.” For now, I’m primarily interested in further building my skills via commercial work.
What do you think is the best part about being a director? The best part is being accountable for the craft, art, and execution of a client’s script.
What’s the worst part? The worst part is being accountable for the craft, art, and execution of a client’s script.
Who is (are) your mentor(s)? As I concluded my producing career, I realized that I’d shot more with David Kellogg [of bicoastal Anonymous Content] than any other director. He taught me the importance of working the script long after the job awards, the importance of a good relationship with your agency colleagues, and reminded everyone that making humorous ads should actually be fun and not too serious a business!
Not counting your own work, what’s your favorite recent ad? Why? Counting my own work, my favorite ad is Goodby, Silverstein & Partners and Noam Murro’s eBay swan song “Toy Boat”. The ad is an artful example of perfect storytelling that connects emotionally. That’s the kind of work I hope to do.
