For years, Jack has been the boss at Jack in the Box. Now, he’s ditching his suit and tie and mounting his vintage motorcycle to find better. He’s determined and inspired to create something legendary. It’s with this New Buttery Jack™ Burger that Lucky 21 director Tom Ryan came in to this picture. Tom Ryan’s expertise is making food a visual hero. In the case of this new spot, the challenge was to film the signature new burger so that it would integrate deliciously into the spot’s narrative, directed by Owen Trevor, where Jack discovers a cowboy in the middle of nowhere cooking away.
“The key was to make the food look like a seamless part of the story and also stand out as the new offering by Jack in the Box,” explains Director Ryan. “The agency had a clear and clever direction on how to achieve this integration. We were very much aligned in our view of how to create the look to showcase the Buttery Jack. This unified approach, and their strong vision for the overall spot, made it a terrific process to be a part of.”
This is the story of how the new Buttery Jack™ came to be, both on screen and behind the scenes.
Video Credits
Agency: David&Goliath, LA
Founder & Chairman: David Angelo
President: Brian Dunbar
Chief Creative Officer: Colin Jeffery
Executive Director, Strategic Planning: Seema Miller
Group Creative Director: Ben Purcell
Group Creative Director: Steve Yee
Art Director: Allen Yu
Copywriter: Mark Monteiro / Patrick Que
Art Director: Robert Casillas (Digital)
Copywriter: Courtney Pulver (Digital)
Executive Director of Production: Paul Albanese
Executive Producer: Karen Jean
Director of Print Production: Meredith Walsh
Sr. Art Buyer: Andrea Rosenfeld
Group Account Director: Michele Tebbe
Planner: Donesh Olyaie
Account Coordinator: Kristina Papilion
Senior Project Manager: Lila Anton
Director of Digital: Josh Crick
Director of Digital Delivery and Technology: Robert Boucher
Production Company: Rabbit Content (Live Action)
Director: Owen Trevor
Director of Photography: Ben Seresin
Executive Producer: Douglas Howell
Executive Producer: Joby Barnhart
Line Producer: Mark Hall
Head of Production: Jeff Sommar
Production Company: Lucky 21 (Food / Tabletop):
Director: Tom Ryan
Executive Producer: John Gilliland
Line Producer: (Tabletop): Chelsea Sevedijian
Editorial: Spinach LA (in collaboration with Rock Paper Scissors)
Editor: David Brodie (courtesy of Rock Paper Scissors)
Assistant Editor: Ben Reesing (courtesy of Rock Paper Scissors)
Post Producer: Jonathan Carpio
Post Producer: Dina Ciccotello (courtesy of Rock Paper Scissors)
Color: Company 3
Colorist: Stefan Sonnenfeld
Producer: Rhubie Jovanov
Visual Effects: Fell VFX
Executive Producer: Rachel Koch
VFX Supervisor: Russell Fell
Original Music Composition: Human
Mix Facility: Margarita Mix Santa Monica
Mixer: Nathan Dubin
Jessie Nagel
@ Hype 310.839.9834
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