SINCLAIR OIL // “EXTRAORDINARY” BROADCAST CAMPAIGN
In the SINCLAIR EXTRAORDINARY campaign the Balcom Agency and I gave one of America’s favorite brands a Hollywood treatment that was… out of this world.
When I was approached by the Balcom Agency with their creative brief to direct the 2017 Sinclair Oil broadcast campaign I audibly said, “Hell yeah!” alone at my computer. The mission based on the copy was to transform a couple’s mundane stop at a Sinclair station into a Hollywood spectacle filled with race cars, flying saucers, and monster trucks — to visually show what’s made the Sinclair brand extraordinary over the years. I grew up using my dad’s belt as Indiana Jones’ whip, was convinced my sister’s were aliens, and knew every line from JURASSIC PARK by the time I was five. I was more than an Amblin fanboy, I lived and breathed Spielbergian blockbuster cinema. With these commercial films for Sinclair all that stored whimsy came into use. As the director I worked in tandem with Balcom to lace every second of our spots with movie magic. Every decision we made from conceptualization through post-production was a nod to classic blockbuster cinema that reinforced the extraordinary nature of the Sinclair brand. We shot practical plates for our UFO’s and station visual effects, hired composer Vinny Oppido whose romantic touch gave our films a filmic flourish, and replicated many Spielbergian camera moves to coat our films in a loving homage.