Sugar goes to the end of the earth to uncover the individuals behind fresh offerings for H-E-B
Dallas/Santa Monica-based Sugar Film Production travels to the ends of the earth for the long-running H-E-B “Signs” real people campaign, most recently in Santiago, Chile for director Chris Smith’s new :30, “Chilean Wine.” As with all spots in the award-winning campaign, “Chilean Wine” goes to the source, introducing viewers to the real people, farmers and breathtaking vineyard locations behind the high quality wine offered at H-E-B. From the ranches of Texas to the Pacific Northwest to Alaska, Chile and Columbia, Sugar’s cinematic journey on “Signs” spans over five years and 20 commercials, each spot capturing a piece of the H-E-B story in a cinematic, docu-style manner.
Authenticity is the hallmark of the scenic “Signs” campaign, which has received wide recognition, including last year’s Innovation and Leadership in Advertising Award presented by American Advertising Federation.
H-E-B has been in the grocery business in Texas for more than 100 years. The company employs more than 60,000 people and serves millions of customers in more than 150 communities in Texas and Mexico.
Director Chris Smith goes to location several days ahead of the crew on “Signs” productions, to get to know his real people subjects before the camera is rolling. This allows him to get acquainted with his non-actor cast. "These are hard-working folks usually in the middle of harvest,” Smith explains. “One of the best things we can do is to have a moment before the film circus shows up. This is our time to establish a friendship and understanding of who they are and what they do. Then they are more relaxed and more themselves as they now feel they are shooting with new friends. I'm proud we always leave a shoot with hugs and smiles all around,” Smith says.
Sugar has established a solid reputation as a go-to, versatile production resource for both comedy and meticulously composed visual storytelling spots. Buzzed-about Super Bowl spots and large-scale campaigns are delivered in a friendly, ego-free environment – a work ethos that explains, in part, why Sugar’s list of repeat clients is so extensive.
About Sugar Film Production
Dallas/Santa Monica-based Sugar Film Production achieves excellence on each project they tackle, all within a vibrant, attitude-free company culture. Since 2001, Sugar has produced award-winning work for myriad national clients, fostering loyal agency relationships across the globe. Award-winning director Chris Smith leads the creative team, crafting inspired visual storytelling as well as comedy on every platform for nearly every major brand.
With their recent Santa Monica expansion, the company, led by Owner/EP Tony Miglini and producer Michelle Isbell, continues to serve their long-term clients while collaborating with an expanding list of national agencies. www.sugartv.com
Video Credits
Client: H-E-B | Title: “Chilean Wine” x :30
H-E-B Group VP Advertising and Marketing: Cory Basso
H-E-B Director of Advertising: Shelley Hannon
H-E-B Senior Account Manager: Lena Delgado
Agency: The Richards Group
Brand Creative Group Head: Chris Smith
Brand Management: Derek Darst
Broadcast Producer: Kim Alexander
Art Director: Bo McCord
Brand Creative/Copywriter: Wendy Mayes
Production Company: Sugar Film Production
Director: Chris Smith
Executive Producer: Tony Miglini
Line Producer: Michelle Isbell
Press Kitchen
310.394.3900
2024 AICP Awards Tour Concludes with Stops in Dallas and Chicago
The 2024 AICP Awards Tour concludes with stops in Dallas and Chicago this month as it wraps up its tour of cities across the U.S. The National Tour brought presentations, panels and screenings to marketers, advertising agencies, production and post production companies. The AICP Awards will be in Dallas on Thursday, November 14th, at the Perot Museum of Nature and Science, followed by the Chicago event, set for Thursday, November 21st at The Old Post Office. Tickets are available now for both events at www.aicp.com. In Dallas, the program kicks off at 6:45 pm with a happy hour, followed by the screening and panel discussion at 7:30. The evening ends with a networking reception from 8:30 to 11:30. The Perot Museum of Nature and Science is located at 2201 N. Field Street in Dallas. Appearing in Dallas will be Abe Garcia, Chief Creative Officer, Dieste; Julia Melle, Director of Brand and Content, Southwest Airlines; and Isaac Pagรกn Muรฑoz, VP, Executive Creative Director of PepsiCo Foods. The panel will review selected winners from the suite of the AICP Awards programs, offering insights into what made them rise to the top of their respective categories and share their viewpoints on key trends in the industry. The Chicago stop starts at 6:00pm with a happy hour, followed by the presentation and screening at 7:00pm. A reception caps the event, starting at 8:00pm and concluding at 11:30pm. The Old Post Office is located at 433 W Van Buren Street in Chicago. The panel there will feature 2024 AICP Awards Curators and Winners from the marketer, agency, production and post production sectors whoโll highlight this yearโs winners. The conversation will include a discussion about the winning work, including insights... Read More