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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AICP’s Demographic Reporting Initiative Expands Categories To Reflect Client and Agency Requests
AICP has announced that an updated template for its Demographic Reporting Initiative is now available. Originally launched in October of 2021, the Demographic Reporting Initiative allows production companies to provide their advertiser and agency clients with insight into the demographic makeup of the people on the crews of their commercials and brand content. As with version 1.0, the 2.0 iteration was prepared in cooperation with a consortium of industry payroll companies. This updated version of the Demographic Reporting initiative has greatly expanded the listing of gender identity categories, and added the ability for production staff to include their veteran status in the U.S. Armed Forces. These reports will provide AICP member production companies with anonymous and voluntarily provided breakdowns on these demographic categories, which can in turn be shared with agencies and advertisers upon request. More information on the Demographic Reporting Initiative can be found on the AICP website here. The updated Demographic Reporting Initiative framework was revised as a result of a continued push from marketers for this information, noted Sheila R. Brown, AICP’s Vice President, Equity & Inclusion. “The demand for demographic information from marketers directly and their advertising agencies continues to grow,” Brown notes. “As our communities become more diverse, the yearning to know the make-up of the production crews increases. And in our continuing goal to be more inclusive, we also wanted to offer our production crews more options to self-identify. The addition of more gender identity options, and the option to indicate whether an individual is a veteran or... Read More