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618 Productions

@618productions_

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Most brands would change the product to reach a completely different audience. @carhartt barely had to. The same workwear shapes that made sense on a job site started showing up in skate videos, record stores, galleries, and cities thousands of miles away from where Carhartt began. That’s what makes the brand interesting to me. The clothes stayed recognizable while the people wearing them gave them a completely different meaning. So if I were directing the commercial, I wouldn’t try to make those two worlds meet. I’d show how far apart they are, then let the jacket be the thing connecting them. That’s the kind of brand history I love building an idea around. Follow for more commercial concepts like this & comment who I should do next! by @618productions_
57
8 days ago
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Nobody talks about this part of traveling. You’ve been flying all day. You’re tired. You make it to baggage claim and suddenly you’re staring at 40 nearly identical black suitcases wondering which one is yours. That’s where I’d shoot a Rimowa commercial. No luxury hotel. No perfect airport montage. Just a conveyor belt slowly filling with bags. Then those aluminum ridges come around the corner. You recognize yours before you even see the tag. Because sometimes the best product feature only becomes obvious when everything around it looks exactly the same. This is how I’d direct @rimowa by @618productions_
268
a month ago
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@nike spent $16 million to air a Super Bowl ad built almost entirely around telling women what they can’t do. That sounds like a terrible idea until you see what director Kim Gehrig does with it. Every insult gets paired with footage that proves it wrong. But she doesn’t just put the shots next to each other. The athletes physically carry the movement from the studio into real competition. A gesture starts in one world and finishes in the other. Add a Led Zeppelin riff underneath it, cut every transition around the music, and suddenly the edit itself becomes the response. Nike never has to argue with the criticism. The athletes answer it. Gehrig didn’t write a comeback. She cut one. Commercial: Nike @nike Director: Kim Gehrig @kimgehrig Voiceover: Doechii @doechii DOP: Philippe Le Sourd @philippe.lesourd.asc Editors: Tom Lindsay tom_lindsay & Elise Butt @elisesmelise Movement: Denna Thomsen @dennathomsen Edit: @trimediting Production: @somesuchandco by @618productions_
19
2 months ago
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A founder I know sold her company last year and the first thing she told me after was, “Now I have to make the thing that made us special survive people who don’t understand WHY it’s special.” That’s the real story with Poppi. They spent years being the fun, weird alternative to Big Soda, and then PepsiCo bought them for nearly two billion dollars. Every marketer’s instinct now would be to hide that. Smooth it over. Pretend nothing changed. I’d do the opposite. I’d build the whole commercial around the tension, because the audience already knows, and pretending they don’t is how you lose them. The brands that survive getting bought are the ones that admit it out loud. The ones that don’t are the ones that quietly turn into everything they used to make fun of. Poppi gets to choose which one it becomes. by @618productions_
62
2 months ago
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This week, @gap dropped its latest campaign with @indenavarrette and @malcolmtodd And at this point, the formula is becoming hard to miss. Clean backgrounds. Great music. Movement. Product always at the center. We’ve seen versions of it with @troyesivan , @tyla, @katseyeworld , @itsyoungmiko , and now Inde and Malcolm. The talent and music keep changing, but the campaigns still feel unmistakably like Gap. That’s because the formula pulls from what made Gap iconic in the late 90s and early 2000s, then brings it forward with artists and music that feel current. Same brand language. New cultural moment. Gap found an idea strong enough to keep evolving without needing to reinvent itself every time. by @618productions_
15
2 months ago
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This jacket ad got 22 million views without ever really trying to sell the jacket. There are no specs, features, or desperate calls to action. It is simply a strong image that holds your attention long enough for the product to become part of what made you stop. These fashion brands understand something most advertisers still miss. The moment people feel the sell, they scroll. So instead of pitching the product, they build an image worth looking at and let the product live inside it. By the time you realize you were watching a jacket ad, the jacket has already been in your head for ten seconds. by @618productions_
11
3 months ago
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The weirdest part about not drinking usually isn’t the drink. It’s how quickly everyone wants a reason. Are you driving? Training? Taking a break? Did something happen? Most non alcoholic beer advertising answers that question before anyone even asks it. That’s why I like Athletic Brewing as a brand. The product works best when it doesn’t feel like a substitute or a statement. It’s just what you grabbed from the cooler. So I’d make the entire commercial about protecting that feeling. No explanation. No dramatic reason. No big reveal. Just a backyard party where nobody ever gets the chance to turn someone’s drink into a conversation. Because sometimes the most normal thing a brand can do is stop explaining why you chose it. by @618productions_
126
a month ago
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Christopher Nolan’s cinematographer, Hoyte van Hoytema, teamed up with director Tom Kuntz to shoot one of the strangest commercials you’ll see this year. An impossibly long sandwich passes from person to person, but the camera never reveals how big it is. The framing stays tight. The sandwich keeps drifting through the edge of the frame, making you wait for the reveal. Only in the final shot does the camera pull back, revealing the entire sandwich stretching across the desert. That’s why the joke works. The sandwich isn’t the punchline. Making you wait for it is. Brand: @Kalshi Agency: Es Muy Good Director: Tom Kuntz Production company: MJZ DP: Hoyte van Hoytema by @618productions_
81
2 months ago
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For a long time, better cameras meant cleaner images. More resolution. Less noise. Sharper lenses. Perfect skin tones. Then we got really good at it. Now anyone can make something polished, and AI can take that even further. Which might explain why grain, halation, soft lenses, and imperfect color suddenly feel so good again. There’s a word for part of that feeling: anemoia. Nostalgia for a time you never actually lived through. You might have never shot home movies on Super 8 or picked up photos from a one hour lab, but those textures still carry decades of memories with them. And as perfectly clean images become easier to make, those little imperfections start to feel more valuable. They feel like someone was there. That’s why I think the next version of “premium” is going to look a little less perfect. The images people remember will be the ones that still feel human. by @618productions_
26
25 days ago
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The biggest moment in this DoorDash ad is the one where nothing moves. Instead of showing the chaos unfold, director Sam Brown freezes everything at its emotional peak. Suitcases, lamps, and toys hang in the air while the characters are left to absorb what just happened. It borrows a familiar trick from cartoons like Tom and Jerry and Wile E. Coyote, where the action pauses for one beat before everything comes crashing down. That pause changes what you notice. Rather than following every flying object, you focus on the emotion of the scene. The ad controls your attention by knowing exactly when to stop the action. Director: Sam Brown⁠ Production Company: @imperial.woodpecker⁠ EP: Doug Halbert⁠ Producer: Polly Ruskin⁠ DOP: Ben Fordesman @fordesman⁠ Production Designer: Herman Lampen @herman_lampen⁠ Wardrobe: Richard De Jager @richard_de_jager⁠ Hair & Makeup: Merle Titus @merletitus⁠ ⁠ Service Company: Farm Films @farmfilmsa⁠ EP: Skip Margetts @helimedia⁠ Producer: Minett Williams @minwill⁠ ⁠ Edit: Exile Edit @exileedit⁠ Editor: Grant Surmi @gsurmi⁠ Color: Bauhaus Collective @bauhaus_collective⁠ VFX: Pariah Creative @pariah_creative⁠ Mix: Pickle Music @pickle_music by @618productions_
2
3 months ago
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The ads you remember earned your attention first. A college jingle. A sandwich price turned into a chorus. A fake band singing about credit scores. They could have explained the product immediately. Instead, they gave you a reason to stay for all 30 seconds, and nearly 20 years later, you still know every word. Which commercial started playing in your head? by @618productions_
5
3 months ago
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Four of the biggest footballers alive, one table, not a single line of dialogue. Every bit of the story is carried by shot blocking, reactions, and timing. Still one of my favorite ads of this year’s FIFA world cup! “Everyone Wants a Piece” @lego @fifaworldcup Production Company: @stinkfilms Director: @danthomasfrench DOP: @bencotgrove @daysezo Storyboards: @thelifeoftotti Edit: @hijacksinger Sound: @750_mph Music: @twentybelowmusic VFX & Post: @mathematic.tv by @618productions_
8
3 months ago
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