JARED CREASON – ART DIRECTION / CREATIVE DIRECTION
Tide - Montanaland
2013 Cannes Film Lion - Bronze #2 on the USA Today Admeter
Tide - They're not just colors
EGO POWER+ SNOW BLOWER
We embarked on our expedition November 20th, 2016. Travelling across 3 continents and over 9,500 miles, one way.
Our crew was tight on this one. A total of myself and two others.
Our challenge was to go to the coldest, windiest, most hostile environment on Earth. Antarctica.
Our mission: to prove that the EGO PowerPlus Snow Blower, which runs on two Arc Lithium Ion batteries, could start the first time, every time, everywhere and under the most extreme conditions.
Getting there was no easy feat. It took 3 deceptively long flights, a few bribes, and some Google translations to get from Chicago to the most southern city in South America; Punta Arenas, Chile. From there we departed on a Russian Cargo jet, called an Ilyushin IL-76, along with 50 like-minded explorers. The jet by no means was luxurious. We sat on jumper seats like we were in the military. Our uniforms were our arctic gear. Which got really hot, really fast. As we descended upon the shimmering blue ice runway the emotion of all the explorers became evident. Joy, excitement and fear radiated throughout cargo jet.
We had made it. The harsh winds and freezing temperature made it clear this wasn’t going to be your typical shoot. What had we gotten ourselves into? This is crazy! We unloaded our thousand or so pounds of camera gear and 2 EGO PowerPlus Snow Blowers into 6x6 Arctic van. We bounced around for 10 miles of icy “road” to our final destination; Union Glacier Base Camp. This camp sits upon a heavily crevassed glacier at the base of the Ellsworth mountains, the largest range in Antarctica. Our arctic guides made it very clear where the safe zones were, “Step outside the flagged zone and you will fall in a crevasse and die.” Got it. It was like being a dog wearing a shock collar in an invisible fence. Only this was imminent death should you choose to stray.
Our living conditions were quite cozy; two people, one tent. Sleeping was a trip. Since the sun was out 24/7 you lose all sense of time. Secondly when you wake there are ice crystals above your head from your breath freezing. It was beautiful but foreboding, for that was inside the tent.
The weather in Antarctica can turn on a dime. The first day started sunny, then quickly became cloudy and windy. Every shadow the sun provided was gone and the ground, which was treacherous to begin with, became this never ending white abyss. You weren’t sure where you were stepping and it was a bit discouraging. Still we tried to film in these conditions. This footage would prove to be unusable. That day became our “tech scout”. Now, we were ready for when the weather favored us, and it eventually did.
We had a guide take us out to the “even more remote” part of the glacier to film. How we got there was an adventure itself. We rode in a sled, called “The Gambler”, behind a tank like ATV. Why is it called “The Gambler” you ask? Well, “because you never know if it’s going to make it back.” That was reassuring.
We began to film. It was like being Matthew McConaughey, in “Interstellar”, walking on a frozen planet. It felt surreal; so desolate, so massive, so cold.
The elements we battled were no match for the EGO PowerPlus Snow Blower, although at times the weather took its toil upon us 3 advertisers. We were out of our element, this wasn’t Chicago cold, this was Antarctica cold. However, the EGO PowerPlus Snow Blower performed as we had hoped. It started the first time, every time. This is a true testament to EGO and their adage “Power Beyond Belief”. If it’s going to work in the hostile environment of Antarctica, it’s going to work in your driveway.
Despite everyone hoping we came back with missing digits, we made it back with only a busted tooth and a few scrapes and bruises. This wasn’t just a shoot to showcase EGO’s “Power Beyond Belief”, it became more than that to us, this was a journey beyond belief.
The National Highway Transportation Safety Administration reminds us, if you're texting, you're not driving.
NHTSA - Emoji
The MN Lottery encourages people to take chances, because you never know.
We even created a website showcasing how people can take chances in Minnesota. The posts range from images, gifs and videos. Each post correlates to the ticket they are pushing and the season. Check out chanceitMN.com
Chance is a beautiful thing.
MN Lottery - Laser Hair Removal
MN Lottery - Couch
Contact for Password
MN Lottery - Rockstar
Contact for Password
Wells Fargo - The Snowman & The Stagecoach
Answering the age old question why snowmen have carrots for noses.
Wells Fargo - Snowman
Wells Fargo - Six String Dream
Plenti Rewards Card featuring Wayne Brady
Plenti Wayne Brady "It's here checkout"
Plenti Wayne Brady "It's here"
Plenti Wayne Brady "It's coming"
Non traditional transistor wrap for Starbucks Doubleshot Espresso
We invited consumers to over throw the ad pros and try to take #1 on USA Today's admeter. We sweetend the pot with $1,000,000 for the number one seat. Guess what, we won. Sorry to break the 12 year streak Bud. Better luck next year.
Doritos - Crash the Super Bowl
When bugs drive you crazy, get crazy right back.
Amdro - Death Note
Amdro - Dear Diary
Amdro - Darkroom
Visine gets the ? out.
These spots ran exclusively on ESPN, hence Kenny "The Mayne Event" Mayne giving you the goods, plus something good.
jcpenney - Phoebe Cates
jcpenney - Mike Tyson
jcpenney - Bart Scott, Holiday
If you didn't buy her anything for the holidays yet, let NY Jets' Bart Scott remind you that you, "CAN'T WAIT!".
jcpenney - Dodgeball
jcpenney - Sharktapus
jcpenney - Water Balloon
jcpenney - Double KO
jcpenney - Double Backflip
Hans Brinker Budget Hotel
Wild postings printed on old newspapers, they're that cheap.
Scotch Magic Tape
The truly invisible tape.
Trident - Anthem
Miller 64 App
This iPhone app tracks your keystrokes and figures out how many calories you've burned texting. Once you reach 64, it then directs you to the nearest bar where Miller 64 is served so you can redeem your reward.
Honey Nut Cheerios
Honey Nut Cheerios - 10th bear
Were you aware that 9 out of 10 bears prefer Honey Nut Cheerios? We couldn't believe it wasn't all 10 either, so we set out find this 10th bear and see just why he doesn't.
Head & Shoulders
Head & Shoulders - Polamalisa
Sprint - Unlimited night calling
Fake raccoons placed around trashcans during the day.
Nights start earlier with unlimited calling at 6pm.
Sprint - Unlimited night calling
Nights start earlier.
Bus shelter with audio of crickets chirping during the day.
Sprint - Mobile Broadband
Water cooler posted placed around city water sources, the office is now everywhere.