![]() ![]() With "Unskippable," Adweek's choice for the best ad campaign of 2015, Martin and Geico thus did viewers a favor by purposely hooking them with something fun before the skip button appeared. YouTube viewers hate preroll, they knew, not just because it's an interruption but because it's a mindless one, with so many unaltered TV spots not even offering the courtesy of adapting to the space in a relevant, entertaining way. It's a good thing Martin's particular writer/art director team of Neel Williams and Mauricio Mazzariol didn't blindly accept preroll's limitations. "All I have to say is, it's a good thing creative teams don't listen to their creative directors," Bassett jokes now. ![]() (The spot has more than 8 million views, of which full plays were "way higher" than the norm, Ward says.) ![]() In the end, the canine-a Saint Bernard mix named Bolt-was the perfect slapstick actor, knocking over a salad bowl and a glass of milk while slurp-slurp-slurping his way to Internet fame. "Of course, we've decided to animate lizards and pigs." "We've had better luck with dogs than cats," he says of Geico's beast-friendly oeuvre. Ward, for the record, had been more optimistic. "I expressed serious concerns about getting the idea filmed in one take with two adults, two kids, a dog and a setting out of a Norman Rockwell painting," Steve Bassett, group creative director at Martin, admits of the now-famous "Unskippable" ad with the dog loudly devouring his family's spaghetti as they sit, frozen, through an increasingly hilarious dinner-table disaster. And The Martin Agency creatives couldn't wait to get on set and film a campaign they'd dreamed up that would make fun, innovative use of that most moribund of marketing channels-YouTube preroll, where ads go to die. ("We didn't pass this one by anybody," he would later tell Adweek.) The directing duo Terri Timely had loved the scripts and signed on. Geico CMO Ted Ward liked the idea so much, he had approved it immediately. Inside The Martin Agency's 'Unskippable' work for GEICOĮverything was in place to shoot something special. From there, their observation for detail - both in characters and subtle visual elements - makes their work the immersive experience that it is.How the Best Ad Campaign of 2015 Hacked the Lowly Preroll Ad This is in-part to Timely’s acute sensibilities in art direction, painterly cinematography and appropriate use of effects (both in and out of camera) to create their worlds. They also posses an impressionistic disconnect that seems to thrust them into a realm of hyper-reality and oftentimes parody. Terri Timely’s growing body of work creates an intimate portraiture of humanity. However, it’s Terri’s refined storytelling abilities and aesthetic that really make this piece stand out for me. Synethesia (the ability associate sounds with tastes, colors, letters, numbers or even people) is a phenomenon that easily sets the stage for a visually rich piece. The latest short film from Directing-duo, Terri Timely (Ian Kibbey and Corey Creasey), is a portrait of two brother’s and their surreal experiences as they explore their Synesthesia. ![]()
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