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Tool of North America Details Spots for ampm

Director Sam Cadman Captures Funny Moments for Ogilvy & Mather LA

Leading commercial production company Tool of North America today detailed director Sam Cadmans latest commercial work, a humorous set of :30 spots for ampm for Ogilvy & Mather Los Angeles.  The campaigns first spots, entitled ?Student Driver and ?Indecision, debuted on Tues., Jun. 1.

?Our idea for the campaign was that ampm lets people have whatever they want, whenever they want it, explained Steve Williams, the agencys associate creative director and copywriter on the project.  Each spot ends with the tagline, ?Too Much Good Stuff, and the campaign also features new radio and print elements.

Williams also commented on Sam Cadmans unique contributions to the campaign.  ?It was clear from the start that Sam got our main idea, he said.  ?He makes the viewer feel like they're being dropped in on some random funny moment at ampm where somebody is satisfying a craving.  We intentionally wrote the spots to be very spare and minimal, with plenty of non-verbal moments where interesting facial expressions and awkward pauses would drive the humor.  Sam really gave the actors room to play with the scenes and it showed in the final product.  From wardrobe to shot composition, he was one of the more detail- oriented directors we've ever worked with.

?The client was very supportive of our choice of casting, and every actor we found really made their respective character their own, Cadman said.  ?When this happens it is always a buzz in my opinion, theres nothing better on set than a happy actor!  In ?Indecision, I love the moment Michael shakes the ice in his soda cup and Jesse firmly shakes hers in response. It was a spontaneous idea of Michael's made even better by a spontaneous response from Jesse.  It's a genuine turn-on when actors are on a roll and completely at one with what everybody is after.

Cadman also gratefully acknowledged the open and collaborative rapport he felt with the agencys creative team, including executive creative director Gavin Milner, creative director Grant Holland, Steve Williams and art director Justin Hooper, as well as agency producer Angela deOliveira.  The contributions of Cosmo Street editor Katz and his assistant editor Tommy Immer also earned his esteem.  ?Katz put a huge amount of skill and patience into the edit of these spots, Cadman added.  ?With the help of his assistant Tommy, they were particularly patient as together we tweaked each film over and over again.

?We're really happy with the way the spots turned out, concluded Justin Hooper, Ogilvy & Mathers project associate creative director and art director.  ?Depending on who we show the spots to, there's a different favorite, which tells us that each spot has something unique and funny that plays to different personality types.

Tool of North Americas team included executive producer Jennifer Siegel, head of production Amy DeLossa, line producer Gayleen Sharon and director of photography Stuart Graham. Telecine was handled by Bob Curreri at The Syndicate, and the team at Cosmo Street also included executive producer Yvette Cobarrubias and producer Carolina Wallace.  Post audio credits include composers Alex Puro and Ryan Rehm at Versatone Music. Mixer Peter Rincon prepared the final mix at POP Sound, and the online was conformed by effects artist Jim Bohn at Sea Level in Venice.  Tool, Cosmo Street, The Syndicate, Versatone and POP Sound are all located in Santa Monica.

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, Harry Cocciolo, Sean Ehringer, Sam Jones, Poiraud, Bob Richardson, Tom Routson, Johan Tappert and François Vogel.  For more information, please visit or call 310.453.9244.

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