Sugar's Smith Delivers High-Powered Adventures for Shell


Last Updated: May 30, 2012 3:21 am GMT
(Dallas, Texas--May 30, 2012) Production powerhouse Sugar Film Production director Chris Smith fuels the passion of family journeys new :30 “Power of V Deux”, out of JWT, Houston. The spot features a series of people from different walks of life on road trip adventures enriched through the high performance Shell V-Power fuel. Other upcoming work for Smith includes a spot for Nestle Life Water out of Publicis currently being shot in Spain and a re-brand campaign for Chuck E. Cheese out of The Richards Group.

Smith worked closely with JWT to escalate the scope of the spot and enhance the imagery with a wide range of vivid shots. After establishing the creative and visual aesthetic in the concepting phase, Smith was able to incorporate a broader range of imagery while shooting with nimble creativity. On location in Big Sur and San Francisco, Smith utilized the wide variety of terrain accessible to the iconic Highway 1, ranging from expansive ocean views from Big Sur’s cliffs to towering redwood forests due north.

A Pursuit Systems Porsche Cayenne Crane was utilized in the shoot to capture vast images and moving shots. Notes Smith, “The shoot employed at least two cameras at all times. One for natural handheld shots to contrast with the other camera that lived on a Pursuit Systems ‘russian arm-style’ car. This allowed an amazing amount of footage to be captured from epic camera moves along the coast or through the Redwoods contrasting with subtle shots of faces enjoying their cars equipped with Shell V-Power.”

Adds JWT Producer Connie Sorrels, “Working with Chris Smith and the team from Sugar made for an incredible shoot. The ability to capture footage with such a variety of POV’s gave us an enormous amount of scenes to work with editorially. Chris Smith’s direction was exactly what this spot needed. He has an eye for capturing the footage necessary for the brand, but also brings an emotional and artistic beauty beyond that of marketing needs.”

“Power of V Deux” opens on a shot of a man entering an expansive wooden garage, proudly smoothing his hand over his finely waxed red vintage convertible before hitting the country roads. We cut to two friends excitedly setting off for a weekend road trip. Next, we cut to a little girl preening her head out the car window, gazing up at the massive Redwood trees surrounding her. We then see a couple enjoying a carefree joyride in a convertible on Highway 1 in Big Sur, California. A voiceover shadows, “At Shell, we know how much what you drive means to you. To get the most out of what you drive choose Shell V Power.” In each of the four scenarios, the individuals hold up a hand with the letter “V,” culminating with a shot of three Shell specialists at a Shell station. The spot closes with the voiceover, “There is no mistaking the power of V. Shell V Power. No other premium gasoline protects your engine better.”

About Sugar Film Production
Committed to achieving excellence on each project they tackle, and fostering an attitude-free company culture, Dallas-based Sugar Film Production forges long-term client relationships through a welcoming work environment and spectacular results. Since 2001, Sugar has produced work for national clients including Shell, Ford, Pepperidge Farm, Anheuser Busch, Bridgestone, McDonalds and Sony Ericsson. Seasoned director Chris Smith leads the creative team, crafting engaging advertising projects through stunning visual narrative.


Client: Shell

Title: “Power of V Deux” :30

Agency: JWT, Houston

Agency Producer: Connie Sorrels

Executive Creative Director: Ray Redding

Creative Director: Kevin Teevans

Production Company: Sugar Film Production, Dallas, TX

Executive Producer: Tony Miglini

Director: Chris Smith

Producer: Michelle McAnally

DP: Afshin Shahidi

Editorial: Sugar Film Production, Dallas, TX

Offline/Online/CC: Dan Birnbaum

Audio: John Joiner, TVP Houston

Music: Yessian


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