"Killer Fresh" by Colgate - Commercial

Overview

For this project, our group consisted of three juniors and two seniors: Aidan, Kevin, myself, Darby, and Brett. We chose to present Colgate products in our commercial. To tell the truth, I'm not even sure how we came to Colgate. It just happened. As far as the concept for the script, our original idea was to have a guy walking alone at night, suddenly get murdered, and the Colgate ad would appear. The non-sequitur was hilarious when we originally talked about it. Soon, we realized it wasn't such a strong idea. So, that night, I thought and thought and thought and finally fell upon the "Pyscho" shower scene. Good ideas just fall into your head sometimes. The next day, I presented it to the group and it was better received than the original concept. We were to have a guy walk into the bathroom, get into the shower, and get attacked by a guy with a.... toothbrush. Hence the product.

Process

Darby and Brett were in charge of the storyboard, while Aidan, Kevin, and I were working on the script. Aidan was the director, Kevin was the editor, Darby was the production designer, Brett was the DP, and I was the all-around man. Co-director, co-editor... whatever you'd like to call it. We were set to film on the weekend and edit all week. We filmed on a Saturday at Brett's grandparent's house. It took around 3-4 hours to film, but luckily it was all in one setting. Filming was the best part, although it was pretty hot in the bathroom. During editing, we pretty much let Kevin work his magic with us occasionally visiting his office to provide feedback and help. The final product went through several changes and had to be cut by at least 10 seconds. I also suggested that we add jazz music to the beginning to create a peaceful atmosphere before the killing.

I Learned Things (5 Guarantees)

I helped to co-direct the commercial and provide input on the layout of shots and such during production. In post-production, I helped Kevin a lot with problem areas needing to be addressed. I learned communication skills in partnering up with seniors/people I haven't worked with. I also learned more technical skills in making a film that was black and white and helping someone else with editing. I bettered my leadership skills by directing Max, our lead actor, and organizing the final concept. As far as project management, we turned in the commercial on time. So that's a plus. I learned to collaborate with several other like-minded people that I've never met before!

Different/Same

We would make it clear that the toothbrush was the attack weapon. For the people that have seen "Psycho", I think they got that. But, for the non-Hitchcockians, that reference went over their head. So we could clearly display the toothbrush in the hand of the killer. I really liked how it turned out, though, so I wouldn't change much. 

Objectives

We emotionally connected to the Hitchcock lovers. But someone was being killed, so not much else. We didn't give a lot of information on the product, but it was a toothbrush so there's not much to tell. Our group called people to action when the actor smelled his breath but decided against brushing his teeth. Brush your teeth people! There wasn't much positive association with a murder, but try your best to find some. You'll definitely trust Colgate now that a killer toothbrush man could come and get you for not brushing. The script was really strong and we relied on it most of the production time, so we used writing effectively. Aidan was a great director and implemented his knowledge of film into the project. For audio, we didn't need much as we used music and audio from the Psycho film. The lighting was well done because it was in a bathroom. Brett did a great job as a cinematographer and I feel that aspect was strong. Kevin was a good listener and editor, so our final project reflected that.

Conclusion

Overall, I really enjoyed this project and the people I got to work with. We worked well together and the result certainly shows that. Now I'm inspired to create more commercials in the future!