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  • 'It’s A ?' Directors Cut

  • Client

    Fatburger

  • Credits

    • Agency: Honest Mechanics
    • Creative Director & Writer: Bil O’Neill
    • Director: Fleming Bros.
    • Food DP: Joe Maxwell

  • Commentary

    Honest Mechanics was looking to execute a great Fatburger food spot for both a national campaign and for their franchisees to use in local markets. Fatburger had never done something like this before and nor had we. The spot and viral promos were all about the food, so we brought in veteran food DP, Joe Maxwell, and his team to bring those fresh juicy burgers to life. We shot the food on super 35mm on the A stage and the talent (real Fatburger customers cast at Fatburger in Santa Monica) on the B stage. We produced several iterations of the spot with various personalities, ranging from edgy to conservative. Rushes dialed-in the color for us. We resolved on this one as our favorite. It’s a bit more 2am on the Las Vegas Strip and it’s the Fatburger we know and love.

  • Work Type

    Broadcast

  • “It’s A ?” Directors Cut

  • Shooting food is a talent unto itself. It requires an incredible eye for detail (not to mention patience) and merit/andrew did an amazing job dialing the Fatburger spot in. The biggest surprise was the tomato/water shot. It wasn't on the script. After the day was done and everyone went home Curt, Scott and the DP not only created an amazing visual transition from the theme to the Fatburger logo but also addressed the incredibly important need to communicate "fresh ingredients" – which is one of the brand's core attributes. Well done.Bil O'Neill
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