Over the last five years at Mass Minority, I’ve occasionally directed stuff that I didn’t write, art direct or conceive. You know, like real production company directors do.

This TV commercial was written by a freelance team. It was then given to me to direct. The team left after writing it, and I was handed this production, where I begged another writer to jump in and help. It was a complicated script (Rube Goldberg idea, after all) that was trying to sell the world’s most complicated toy. It was like, complicated, squared.

Not enough resources or time on this one, so all this madness was done in one long-ass day of shooting. I kept referring to the video as “A Dog’s Breakfast”.  I do take pride in the one day shoot, and that apt title though. 

Client: Nintendo
Product: LABO
Agency: Mass Minority
CCO: Brett Channer
Director of Art & Content: Gary Holme
Writers: Andrew Pigott, Gary Holme
Art Directors: Quincy Evans, Gary Holme
Account Lead: Christine McArthur, Harriet Abbott
Producers: Jessica Holloway, Tony Shultz
Director: Gary Holme
Cameraman: Blair Locke
Post: The Editorial Factory
Editor: Andy Ames
Colour/Online: weare1188
Audio: Eric Hulme