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Sam Cadman's U.S. Spot Debut Intros Ikea to Minneapolis
Tool of North America today detailed self-styled British director Sam Cadman's first commercial work in the U.S.: a humorous set of :30 spots for IKEA for Crispin Porter + Bogusky.
Widely renowned as the co-creator and cameraman behind the popular British hidden-camera series "Trigger Happy TV," Cadman brought his own unique approach to the agency's concept, which featured a pair of friendly IKEA employees making door-to-door house calls to Minneapolis residents and introducing themselves as their new neighbors.
"The agency's scripts captured that wonderful, genuine, unprepared moment when people in the real world are confronted with someone polite, doing something they don't understand," Cadman said. "So, when a couple of complete strangers showed up on people's doorsteps, bearing gifts and introducing themselves as their new neighbors, we expected some great reactions."
With the green light from the agency creatives, the satisfactory fulfillment of the spot's casting mission which Cadman identified as critical (landing actors Kit Williams and Tim Kang in the IKEA employee roles), and a production approach involving five DV CAM camcorders (with Cadman himself operating one), Cadman and his Tool production team traveled to key neighborhoods in Minneapolis and began shooting their scenarios. True to Cadman's vision for the spots, all the locals that appear in the spots are real people who were videotaped at their own homes, with only a quick explanation to let them know a commercial was being shot and to ask their permission to participate.
Always acknowledging the strength of the original scripts from Crispin Porter + Bogusky, Cadman set out to leverage his unique experience in dealing with unsuspecting members of the public, and in the end, delivered a witty, original and truly memorable campaign.
The agency's creative team included executive creative director Alex Bogusky, creative director Paul Keister, associate creative director Steve O'Connell, art director Geordie Stephens, copywriter Franklin Tipton, executive producer David Rolfe and producer Jessica Dierauer.
Tool of North America's team included managing director Phillip Detchmendy, executive producer Jennifer Siegel, head of production Amy DeLossa, producer Patrick McGoldrick and production supervisor Amy Brewster.
The team at New York City's Cosmo Street consisted of editor Tom Scherma, producer Amy Febinger and assistant editor Lawrence Young. End graphics were created by Stardust Studios in Santa Monica.
Post audio credits include sound designer/mixer Phillip Loeb at New York's Sound Lounge for "Sweet," and sound designer/mixer Bill Bookheim at New York's Soundtrack for "Amanda," "Apple Pie" and "Furniture Swapping."
About Tool of North America Established in Santa Monica in 1995, leading commercial production company Tool of North America represents an inspiring group of world-class directors via representatives in LA, Chicago, New York, Toronto and Paris. Owner and award- winning director Erich Joiner continues drawing international acclaim for his high-profile commercials, and an endless array of new projects continues to spotlight the unique talents of directors Sam Cadman, Clint Clemens, Sean Ehringer, Poiraud, Robert Richardson, Tom Routson, Johan Tappert and François Vogel. For more information, please visit www.ToolofNA.com or call 310.453.9244.
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