XYC, a directing duo at The Colony, has just completed an offbeat comedy spot for retail chain Lowes Foods’ “flaming hot deals”. Agency The Variable asked XYC to imagine a customer running past with deals so hot that his cart is literally on fire.

“To get the right impact, we had to really set the shopping cart on fire and do it practically,” said XYC. “Meanwhile the cast was directed not to react to the flames, but just to a shopper who had found a great deal at Lowes.”

Post-production was completed at The Colony’s VFX studio, Afterparty.

XYC would like everyone to know they had a lot of fun setting things on fire.

Visit The Colony at: www.the-colony.com

Visit Afterparty at: www.afterpartyvfx.com