Ian Mirlin and I bailed on a miserable Canadian February and went to Queenstown to shoot Coors Light. We split the assignment, as it was five weeks production. Summer Rockies-vibe in the dead of Canadian winter. Hardship.
The idea? Sun. Beer. Advice. Mountains that act like they’ve seen some things. Calm. Wise. Smart. Slightly amused by us.
The experience was ridiculous in the best way—big budget, brave client, mad (good mad) director, with a crew fresh off ‘Lord of the Rings’ who could make a rock feel important. And in one spot, they actually did.
We dragged it across continents. New Zealand for the Summer shine, Alberta for the cold winter, then Toronto and LA to stitch it all together. Post is where the magic happens. Or where you fix what you thought was magic. I love post, my favourite part.
Edit and audio in Toronto. Voiceover in Santa Monica.
Robbie Robertson.
If you’re going to have the Rockies talk, you don’t cast a guy who sounds like he sells patio furniture.
Client: Molson/Coors Canada
Agency: FCB Toronto
CCO/President: Ian Mirlin
Executive Creative Director: Gary Holme
Writers: Ian Mirlin, Gary Holme
Art Directors: Gary Holme, Ian Mirlin
Agency Producer: George Archer
Production Company: Untitled Films
Executive Producer: Peter Davis
Director: John Mastromonaco
Director of Photography: Doug Koch
Editor: Richard Unruh
Audio: RMW Music, Ted Rosnick, Steve MacKinnon
Voice-Over: Robbie Robertson
Hotel in LA: The Beverly Hilton