Raleigh, North Carolina—July 10, 2006—After selecting Red Truck Films' Robert Latorre to direct the company's first TV spot last year, Rubbermaid® returned to him for another spot showcasing its new collapsible containers.
The 15-second commercial, from agency Clear Blue Inc. in Davidson, North Carolina, depicts a woman in her kitchen talking to camera. "Rubbermaid can makeover your kitchen in 10 seconds," she declares as she sweeps a cabinet shelf clean of a tangle of plastic containers. She demonstrates how Rubbermaid's collapsible containers fold flat then, in a rapid vfx shot, viewers see how mounting stacks of the containers take up less space on the shelf. They can even fit into tight spaces behind food in the refrigerator. The spot concludes with a product shot.
Latorre shot the commercial in Red Truck Films' custom-built kitchen set, which allowed the camera to capture the woman's shelf makeover from the other side of the cabinet. "It was exciting to have Rubbermaid come back to us for the launch of another new product," says Red Truck executive producer Garye Costner. "They enjoy working with Robert (Latorre) and know we'll give them excellent production value and more bang for their buck."
"We were looking for a director with great food experience who could really show the collapsible containers in their best light and set them off," explains Robin Konieczny, Clear Blue President who acted as creative director and copywriter. "Having worked with Robert before, we knew he could make the product the hero and would be great to work with. Robert and Red Truck Films were the obvious choice for their expertise and talent."
Red Truck's sibling editorial, animation and visual effects shop Serious Robots handled the spot's postproduction. Editor Ian Krabacher cut "Makeover" and Forrest Maready utilized Autodesk's Discreet Flame to reposition, reframe and stabilize shots.
Based in Raleigh, North Carolina, Red Truck Films is a TV commercial production company that represents directors from around the country to advertising agencies in the Southeast, Northeast and Midwest. Its diverse roster of directors displays expertise in storytelling, comedy, food/tabletop, slice-of- life, image and documentary-style spots. Red Truck Films is a division of Trailblazer Studios. For more information about these and other Red Truck Films directors, please visit the web site at www.RedTruckFilms.com
Credits
Client: Rubbermaid Foodservice Products/Huntersville, NC
VP/Brand: Charlie Robinson
Director of Brand Management: Will Horner
Integrated Communications Manager: MKathryn Culbert
Agency: Clear Blue Inc./Davidson, NC
Creative Director/Copywriter: Robin Konieczny
Art Director: Al Christensen
Broadcast Producer: Pam Campagnoli
Production company: Red Truck Films/Raleigh, NC
Director: Robert Latorre
Executive Producer: Garye Costner
Producer: Graham Redmond
DP: Brown Cooper
Postproduction: Serious Robots/Raleigh, NC
Executive Producer: Bill Blankinship
VFX : Forrest Maready
Editor: Ian Krabacher
Audio: In Your Ear/Richmond, VA
Composer/sound designer: Carlos Chafin
