SharkNinja approached me to help them put together another shoot for another one of their new marquee products, the Ninja Thirsti drink system. Another high profile product release, possibly their most high profile of 2023. I was honored to have been trusted to lead the way.
With the creative brief in place, and working again with phenom director, Kip Hewitt, the production team put our stamp on it and ended up with a sizzle that we’re stoked to have been a part of. This video can be viewed at the bottom of this page.
The challenges we faced for this project were mostly around finding the right location that fit the demo and could capture the vignettes required in the creative. Not only that, the technical aspect of shooting the drink making product in a visually engaging way presented its own challenge. Proud of our team for putting our heads together and solving each of these issues as they came up.
Another aspect of this shoot was the VFX. There were some very specific requests, but with room for interpretation. We worked with a VFX/Post house called Frame48, based in LA. A great team there helped hone our concept. I worked and coordinated with them from the onset of the project through post and to delivery. The pipeline and communication were key to getting this project, as well as all the cutdowns and social versions, delivered on time and on budget.
While the execs and everyone loved what we shot, and it served its purpose, they felt they needed another shoot. This one would be higher level, an OTT commercial. We worked with a production partner who had worked on a few other SharkNinja shoots, as well as other commercial campaigns. We were excited to collab and knock this out.
With a new creative concept in place, an animatic that tested very highly, we hit the ground running and got the shoot put together. Two units, two directors, MoCo, Phantom, and a whole lot of amazing crew to pull this off. We’re all super proud of this commercial that won a BRONZE ADDY AWARD (video at the top).
The main challenge for this one was the tight timeline, and the uber complexity of the shoot itself. But with an amazing team, streamlined communication, and pure grit, we pulled it off and excited to have the product take off from the work we’ve done.