MTh’s Mathew Cullen Directs Wonderful Pistachios Super Bowl Ad Featuring YouTube Phenom Psy


Last Updated: February 4, 2013 10:41 am GMT
(Los Angeles, California--February 4, 2013) International superstar Psy showed off his “Crackin’ Style” in a highly anticipated :30 Super Bowl spot directed by MTh’s Mathew Cullen for Wonderful Pistachios via ad agency Fire Station. Reaching over 100 million viewers across the U.S. alone, the NFL Super Bowl is the premier showcase for the year’s most buzz worthy commercials.

Director Mathew Cullen tapped into the cultural and musical zeitgeist by blending Psy’s colorful charisma with the imagery of the Wonderful Pistachios brand. Interspersed with irreverent cutaways, each frame bursts with the humor and energy of the pop star as he and his dancing pistachios one-up the iconic dance moves from “Gangnam Style” – the first ever video to reach one billion hits on YouTube.

“The Super Bowl broadcast is the biggest platform of the year for advertisers and always features memorable work,” said Cullen. “Wonderful Pistachios wanted to make a big impact with Psy, a global phenomenon who appeals to all demographics. Music is at the heart of Psy’s story, so we worked to channel his infectious spirit into a vibrant music video format and make this his halftime show.”

To view “Crackin’ Style” in its entirety, visit:

About MTh
MTh is a creative home for directors with a sharp visual and narrative focus. The company's talent roster ranges from award-winning veterans to emerging filmmakers, all sharing extraordinary visual style and the storytelling ability to transform creative potential into compelling viewer experiences across advertising and entertainment. Roster directors include: Akama, Atanasio + Martinez, Mathew Cullen, Guillaume de Fontenay, Jesus de Francisco, Guillermo del Toro, Steven Diller, Grady Hall, Brent Jones, Mark Kudsi, Christopher Leone, Mårlind & Stein, Chris Riehl, and Syyn Labs.


Client: Wonderful Pistachios
Title: Crackin’ Style

Agency: Fire Station Agency
Chief Creative Officer: Lynda Resnick
Exec. Creative Director: Liz Leow
Creative Director/Copywriter: Kim Genkinger
Associate Creative Director: Jennifer Young
Art Director: Jason Fryer
Copywriter: Jen Stoner
Senior Producer: Anne Kurtzman
Assistant Producer: Tim Munday

Production: MTh
Director: Mathew Cullen
Director of Photography: Guillermo Navarro
Executive Producer/Partner: Javier Jimenez
Executive Producer/President: Jeff Scruton
Line Producer: Line Postmyr

Post Production: Mirada
Head of VFX and Animation: John Fragomeni
Executive Producer: Patrick Nugent
Creative Director: Vanessa Marzaroli
VFX Supervisor: Jonah Hall
VFX Producer: Judy Bowers
CG Supervisor: Brad Hayes
Production Manager/HR Director: Tina Van Delden
VFX Coordinators: Scott Rothstein
Storyboard Artist: Yori Mochizuki
CG Generalists: Marcelo Cermak, Ben Lopez, Ken Pellegrino
Designer: An Nguyen
Designer/Animator: Matt Shadis
Tracking Artists: Michael Maker, Jared Sanders
Roto Artists: Zac Chowdhury, Megan Gaffney, Shih-Lin Wu
Lighter: Kenny Jackson
Nuke Artists: Montana Casey, Josh McGuire
Flame Artists: David Stern, Alan Latteri, Mark Renton, Pilon Lectez, Todd Helmsley, Fefo Souza

Editorial: Mirada
Editor: Fred Fouquet

Artist: Psy
Song: “Gangnam Style”
Recording Studio: East/West Recording Studio
Audio Record/Mix: Juice West


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