Case Studies, Part 1 - Creative Director/Director Matt McIntosh describes:
iRobot "Happy 10th Birthday Roomba" Director, Creative Director
"iRobot wanted to create a 10 year anniversary video to celebrate 10 years of Roomba innovation. It was a global initiative to be marketed in 9 languages. Their video needed to be visual yet still deliver an emotional connection to the product. Of the three concepts I developed, they went with '10 years in a woman's life'. I knew that I wanted to tell the story from an aerial perspective. My feeling was that a sense of the 'omniscient observer' would lend greater authority to the tale. Also, the directly overhead perspective tends to create a cool visual symmetry that we rarely get to experience in our day to day lives. The clients loved the work."
PartyLite "Premium Quality Candles" Director, Creative Director
"The concept for this piece originated with the client. I worked closely with Kristen Villalongo, a talented Art Director at King Fish Media to develop the storyboard. Once more the goal was to create a visual piece with emotional impact that told the story through image and music alone. Creating a beautiful piece was critical. Drifting dolly/slider shots over meticulously dressed table tops greatly enhanced the ethereal feeling of the piece."
iRobot, "At Home with the Wilforks", Director
"Concepts came from the client and it was a great collaboration. Vince Wilfork was a blast to work with. One of my goals as a director was to make sure that he used his own language in the dialog to leverage his wonderful personality and to keep it as 'true' and funny as possible. There were five 'Webisodes'. in all and they were shot in a very short period of time as Vince was available for only four hours. We got the shots we needed to put it together (the Pre-light was key). The client loved the product."