Face to Face with... Colin Jeffery

So the dust has settled after the Super Bowl and we can only look back and admire the cluster of cracking spots that emerged from the big weekend. Well, that and get some post-event insight from one of the men behind the tasty productions. The Packers may have taken the Lombardi trophy home, but it was inside the walls of David Angelo’s house that the biggest cheer from the advertising world came, as David & Goliath’s One Epic Ride for Kia rolled out. Executive creative director Colin Jeffery explains how a project, which began in September, came to fruition in front of millions of sports fans in February.

Where did the idea for One Epic Ride come from?

The campaign was inspired by two things mainly, the conventions of the mid-size sedan category and the design of the Optima. The mid-size sedan category is renowned for being expected, conventional and boring. The Optima was designed to be the complete opposite.

This car is badass, and that’s not just me drinking the Kool-Aid. It looks nothing like the competition. It’s powerful, fuel-efficient, and has loads of technology. It’s a mid-size sedan that people will actually be excited to drive.

We positioned the Optima as an object of desire, a mid-size sedan that ‘everyone’ will want to drive.  The work needed to be unexpected, bold and unlike anything the category had ever seen before. All of this gave birth to an epic tale involving a rogue cop, Poseidon, an alien and a bunch of other interesting characters.

How was the collaboration element?

The collaboration began long before we actually started producing the work. We have an incredibly open-minded client that is dedicated to doing this differently, and willing to push the boundaries. The final scene of the commercial actually came out of a brainstorm session we had with our clients.

The actual production ran very smoothly. We were lucky enough be surrounded by some of the best in the business. While there were hundreds of people involved in the production, there were absolutely no hiccups. Is that weird?

What was the reaction like during the Super Bowl?

I watched it at David Angelo’s [CCO] house with D&G family and friends; needless to say the loudest cheer of the day came directly after our spot ran.

What was your favourite other piece of work for the event?

Bridgestone: Reply All, Bud Light: Hack Job and VW: The Force.

It was a complicated production, what was the biggest challenge in making the spot?

Fitting all of the action into 60 seconds. We did a thorough exploration upfront. Working with Noam Murro and the team from Animal Logic we put together a very detailed pre-vis animation. This gave us a clear idea of what we were dealing with. We obviously didn’t want to cross the line from epic to insane. It’s a fine line.

It was also very challenging showing initial rough cuts to the clients. While the backgrounds were shot practically, the spot really came together down the line as we built the CG elements. To a certain extent they just had to imagine what it would look like completed.

What’s it like putting so much effort into something that takes place in 60 seconds?

We first showed our client the idea on Sept 17th^th last year. There’s a ton of work that goes into creating a 60-second piece, I don’t really stop to think about it. It’s challenging, it’s fun and at the end of the day it’s rewarding. As an advertising creative you have to be comfortable balancing art and commerce. You put your heart and soul into a project whether it’s print, digital or a 60-sec commercial. Sometimes, your work never even sees the light of day. It’s just the way it is. Dust yourself off and come up with something better.

What’s better, massive ideas involving CGI and visual effects or basic low-budget ones [like VW’s The Force]?

It's kind of like asking what's better, an epic Hollywood blockbuster or a soulful indie film. Both approaches can be powerful and have their merits. It really depends on the idea, the brand, the situation, desired effect and audience. I spent years on the VW "Drivers Wanted" campaign at Arnold and love simple work that connects with people on an emotional level. Finding a human truth or simple real life observation can lead to very powerful work. The VW "Force" spot from Deutsch LA does this wonderfully. Regarding the "Low budget" part of the question, I'm fairly certain the rights to Darth Vader and the Imperial March soundtrack cost a small fortune.

What have you seen recently that’s relevant to shots readers?

I just watched the Discovery Channel Planet Earth DVD collection. An incredible 11-part series that took five years to create. It’s cinematic, well narrated and made me feel really good about being alive – a nice reminder to get out there and do something new. Did you know a flock of African weavers can consist of millions of birds and take over five hours to fly past? Yep.

What is creativity?

Creativity is the ability to express oneself and connect with others on an emotional level. It’s the act of creating something new, distinctive and effective. I guess creativity can be measured by how unique an idea is and whether it generates the desired effect. I like to believe that creativity comes from the heart and is inspired by real life experiences. I encourage young creatives to travel, meet new people and see interesting things. I believe the more you’ve experienced, the better you are creatively.

What are you working on at the moment?

We recently had a string of new business wins, so we’re busy restructuring and getting things settled. We’re working on a new Kia Soul campaign, the hamsters were a big hit, so we’re busy planning where to go next. Carl’s Jr is one of our newest accounts, we’re gearing up to produce our first campaign for them. I also have a few personal projects on the go, including two TV show ideas that we’re shopping around.