Sugar's acclaimed long-running "Signs" campaign keeps it real


Sugar Film Production Taps Far Flung locations such as Alaska, Napa Valley, Columbia and Chile For Oft-Imitated Campaign out of The Richards Group

Last Updated: May 29, 2015 1:36 am GMT
(Santa Monica, California--May 29, 2015) Dallas/Santa Monica-basedSugar Film Production travels to the ends of the earth for the long-running H-E-B “Signs” real people campaign, most recently in Santiago, Chile for director Chris Smith’s new :30, “Chilean Wine.” As with all spots in the award-winning campaign, “Chilean Wine” goes to the source, introducing viewers to the real people, farmers and breathtaking vineyard locations behind the high quality wine offered at H-E-B. From the ranches of Texas to the Pacific Northwest to Alaska, Chile and Columbia, Sugar’s cinematic journey on “Signs” spans over five years and 20 commercials, each spot capturing a piece of the H-E-B story in a cinematic, docu-style manner.

View the “Chilean Wine” spot here.

Authenticity is the hallmark of the scenic “Signs” campaign, which has received wide recognition, including last year’s Innovation and Leadership in Advertising Award presented by American Advertising Federation. HEB has been in the grocery business in Texas for more than 100 years. The company employs more than 60,000 people and serves millions of customers in more than 150 communities in Texas and Mexico.

Director Chris Smith goes to location several days ahead of the crew on “Signs” productions, to get to know his real people subjects before the camera is rolling. This allows him to get acquainted with his non-actor cast. "These are hard-working folks usually in the middle of harvest,” Smith explains. “One of the best things we can do is to have a moment before the film circus shows up. This is our time to establish a friendship and understanding of who they are and what they do. Then they are more relaxed and more themselves as they now feel they are shooting with new friends. I'm proud we always leave a shoot with hugs and smiles all around,” Smith says.

Sugar has established a solid reputation as a go-to, versatile production resource for both comedy and meticulously composed visual storytelling spots. Buzzed-about Super Bowl spots and large-scale campaigns are delivered in a friendly, ego-free environment – a work ethos that explains, in part, why Sugar’s list of repeat clients is so extensive.

About Sugar Film Production

Dallas/Santa Monica-based Sugar Film Production achieves excellence on each project they tackle, all within a vibrant, attitude-free company culture. Since 2001, Sugar has produced award-winning work for myriad national clients, fostering loyal agency relationships across the globe. Award-winning director Chris Smith leads the creative team, crafting inspired visual storytelling as well as comedy on every platform for nearly every major brand.

With their recent Santa Monica expansion, the company, led by Owner/EP Tony Miglini and producer Michelle Isbell, continues to serve their long-term clients while collaborating with an expanding list of national agencies.


Client: H-E-B

Title: “Chilean Wine” :30 H-E-B Group VP Advertising and Marketing: Cory Basso H-E-B Director of Advertising: Shelley Hannon H-E-B Senior Account Manager: Lena Delgado Agency: The Richards Group Brand Creative Group Head: Chris Smith

Brand Management: Derek Darst

Broadcast Producer: Kim Alexander

Brand Creative/Art Director: Bo McCord

Brand Creative/Copywriter: Wendy Mayes Production Company: Sugar Film Production Director: Chris Smith Executive Producer: Tony Miglini Line Producer/Head of Production: Michelle Isbell


© 2019 All Rights Reserved