LIMEY Director Nick Jones recently shot a new campaign for Walmart in the U.S., via ad agency GlobalHue. The London-based Director — well-known for his recent Agent Provocateur Film “Chase,” which has received over a million views on YouTube, as well as new European work for Ariel (Tide in the U.S.) via Saatchi & Saatchi London and P&G — has been working steadily in the U.S. and internationally this year. To view the released spot for Walmart via LIMEY, GO HERE.
“It was great working with Nick. Funny guy,” says Cathy Antoniello, Producer for GlobalHue.
“For this Walmart commercial, we did a big casting of about 80 people to get the four roles just right,” says LIMEY Director Nick Jones. “It was lovely working with the agency; they were full of bright ideas. It was a little challenging shooting the two spots in one day, in a store that was still open for business. But I like working fast and light, so it wasn’t a problem. We did lots of different scripted dialogue and endings, and also improvised a bit too, so the agency had a whole host of different ways to play the scripts in the cutting room. But I suppose the biggest challenge was getting the dialogue, action and humor across in just 15 very tight seconds.”
“The Walmart campaign was one of those very fast projects: booked one week, shot the following week all in Chicago,” says LIMEY Owner/Executive Producer Andrew Denyer. “We really enjoyed working with GlobalHue and their client; it’s our second project collaborating with the agency and client. Nick was a great, if not perfect choice, as his talent and experience is in casting. He can easily take a script that has been through many corporate levels, and is able to tweak it to get the performances that truly sell the joke and the idea.”
Denyer also notes that Nick’s new work for P&G and Ariel (Tide in the U.S.), via a European production company, is another example of his casting and performance direction. “While very well-known and respected in the U.K., Nick has never truly concentrated on the U.S. market,” concludes Denyer. “Our hope and belief at LIMEY is that he really can become an asset and a go-to Director for U.S. agencies.”
“As for the Ariel spots, they were great fun to cast, and shoot,” adds the Director. “The dialogue and performances were mostly improvised on the day, with just a nod to the script that we had. Again, I shot multiple endings and gags and lots of coverage. It’s a global re-launch of the brand, via Saatchi & Saatchi London, which is doing very well in the U.K.”
To view the work for Ariel, VISIT HERE.
Currently, Jones is in the midst of shooting two more Ariel spots. He is also directing two 30-second spots for an online betting site for the U.K. called JACKPOTJOY. The new commercials feature a comedic martial arts fight between TV Celebrities, all “fighting” to get hold of a Red Clown Nose, the well-known icon for the charity, Comic Relief.
Credits
Title: Walmart “Best Auntie Ever” :15
Client: Walmart
Agency: GlobalHue
Chief Creative Officer: Vida Cornelius
Associate Creative Director: Tony Ktause
Copywriter: Tiffany Joseph
Agency Producers: Cathy Antoniello, Rebecca Landeros
Production Company: LIMEY
Director: Nick Jones
Executive Producer/Producer: Andrew Denyer
Director of Photography: Robert Chappell
Editorial Company: The Whitehouse/Chicago
Bio: Nick Jones
Director Nick Jones started in his career in television, directing hours of diverse material from documentaries to dramas, and working with named talent such as Frank Skinner, Lily Savage, Ruby Wax, and Ben Elton, among others. He ended up focusing on his true love – comedy, and has directed over 15 hours of broadcast comedy including sketch shows and specials. Nick studied theatre design, film and photography at the prestigious Central St Martins in London. He started out editing and directing music videos before moving into television and commercials. Along the way, Nick has developed his distinctive style and his keen eye for casting and working with actors, discovering and giving the first TV breaks to: Simon Pegg – “Shaun of the Dead,” Mackenzie Crook – “Pirates of the Carribean,” Sanjeev Bhaskar – “The Kumars,” Amanda Holden and Jessica Stephenson and most of the cast of “The Office” – Martin Freeman, Olivia Coleman, and Matt Holness. Nick even introduced Ricky Gervais to the BBC prior to “The Office.” Nick discovered “Mitchell & Webb” and put them in a sketch series for BBC2 called “Bruiser.” Nick directed and co-wrote much of the material involved, so he knows exactly where the gag lies, and how not to tread on it or spoof it. He has a keen eye for the look and style of comedy and a natural feel for how best to stage things to get the appropriate laughs. Advertising director credits for Nick Jones include TV commercials for: Southern Trains, Ikea, Burger King, Match.com, Subway, Sony Playstation, Polaroid, Irn-Bru, Kodak, Mini, Citroen, 118 118, among many.
For Nick Jones Director reel at LIMEY, CLICK HERE.
About LIMEY
As the name implies, LIMEY‘s creative aesthetic is deeply rooted in the U.K, with Owner/EP Andrew Denyer bringing his extensive experience from Europe and the U.S. to form one multi-faced, boutique production company. With tenures at large production houses such as Propaganda and Headquarters, as well as single director-owned companies such as Big Lawn Films; Denyer has built a unique directorial roster at LIMEY where each director works in a single genre with an individual style. LIMEY‘s current directorial roster features the talents of Nick Jones, Scott Weintrob, KN+SAW, and Graeme Joyce. An agile boutique, LIMEY also offers the resources of a large production company via its partnership with Chelsea, including an extensive support staff and offices in Los Angles and New York. High-production values, regardless of budget, and a great collaboration for clients are the hallmarks of any LIMEY-produced project. For more information about LIMEY, check out the company’s web site at www.limey.tv.
