96,345 views on YouTube
In his hometown of Mooresville, North Carolina, racing legend Dale Earnhardt, Jr. surprised convenience store shoppers by posing as the voice of a wisecracking deer head-mounted and hung inside the store. As customers reached into the cooler for a Mountain Dew, Earnhardt, Jr. urges them to "Answer the Call of the Wild" by entering for a chance to win a sweepstakes. Rob “Whitey” McConaughey of JackAss fame directed this spot.
Credits: Whitey and BBH NY
Amy and Opinionated
50 Million Network Views
When the faithful tuned in for the annual Macy's Thanksgiving Day Parade they also caught the department store chain's first commercial dedicated to the parade event, now in its 90th edition. The film is called Old Friends. The insight we found was that everyone you meet has a parade story. It's intimate and emotional for them. The spot we created reveals a broader story and an individual story of how the Thanksgiving Day Parade is meaningful to everyone who's watched it over the years. Macy's is a brand that brings friends and family together and we really took that idea and that insight to steer us on this journey resulting in the creation of this commercial. The commercial follows a young boy from his first Macy’s Parade experience in the 1940s through to his 90th year, as the Macy’s Thanksgiving Day Parade plays a special role in his life. The Santa balloon in the commercial is a fictional character, devised through VFX at MPC. On a side note, the 2016 parade featured 16 giant character balloons, 27 novelty/ornament balloons, balloonicles and trycaloons, 26 floats, 1,100 cheerleaders and dancers, more than 1,000 clowns, and 16 marching bands and performance groups.
Credits: Hemant, Ari, Noam, Stewart, Abbie, MPC
1,622,482 views on YouTube
He’s appeared in a Marvel franchise, won a Golden Globe for his role on “Luther” and has changed the game with Netflix’s “Beasts of No Nation.” but Idris Elba still wanted to add something a little more out of the ordinary to his resume. The actor starred in Ubisoft’s first ever big-budget, live-action commercial for the video game Tom Clancy’s Rainbow Six Siege. Although he doesn’t appear in the actual game, Elba sets the tone in the spot. In this film, we pulled out all the stops to drive back old fans and bring in new fans by hiring director Seb Edwards and two-time Academy Award-winning film editor Angus Wall. There were consumer insights from testing, but the biggest takeaway in regards to the spot was to show the actual video game. We let the viewer feel the intensity of the close-quarters combat. Elba was always our top choice to star, and we felt lucky to land him. We created this archetype. A larger than life character, a demigod who revels in the siege and the glory to be found there. We needed someone with the gravitas to sell that message, and that’s where Elba came in.
Credits: Josh, Raul, Matteo, Annie, Angus, Seb, A52
Super Bowl 50
26,024,120 views• YOUTUBE and counting
73,808,145 Network reach
A company from Japan hires an agency from Los Angeles who then hires a production company from England who then hires a Dutch director to bring to life a concept that was hatched with Brazillian actors cast. To celebrate the 20th year anniversary, Pokémon had its first-ever Super Bowl created commercial in its honor. The ad, shot over 10 days in Rio de Janeiro, Brazil explored ambition, drive and training, concepts familiar to every Pokémon Trainer. The ad celebrated the millions of Pokémon fans around the world and ends with a call to action for all those who strive to achieve their dreams: Train On. Voted YouTube ad of Super Bowl 50 and one of CBS’s Top 10 Super Bowl spots of all time.
Credits: Josh, Raul, Christine, Clemente, Forrest, Paul, Rich, Digital Domain
It was the hot tune of the year, the haunting "Royals" by New Zealander singer-songwriter Lorde, which formed the soundtrack for this Samsung Galaxy Note 3 and Galaxy Gear commercial Directed by Adam Hashemi and filmed on the streets of Barcelona, Spain. It was Slumdog Millionaire meets Les Miserables meets Dickens. The spot is set in a desolate urban landscape, where a mysterious developer appears. As children watch him from the shadows, he uses his Samsung devices to spearhead a secret project. The kids do a beautiful rendition of "Royals" creating a musical, "Newsies" feel -- with the lyrics matching up quite appropriately with their reality of having "never seen in a diamond in the flesh" and at the end, all is revealed. The spot has a nice, dark vibe, great cinematography, and attention to detail. The ad went on to win a bronze pencil at the One Show. Music by Lorde.
Credits: Keith, Jen, Adam, Guy, Brian, Adam H, RPS
Hi Hey Hello was a musical short film telling the modern version of one of the most charming and universal stories known, boy meets girl. The goal of the video was to further introduce consumers to the Samsung GALAXY S4 smartphone and its unique features, including Dual Shot, Samsung Smart Pause, Drama Shot and Air View. The idea then was to take all of those product features and weave a classic boy meets girl love story. We collaborated and created a musical short film with Grammy award-winning director Joseph Kahn, who is best known for his music video work with Eminem, Lady Gaga and Britney Spears. Samsung GALAXY S4 appears throughout the short film, highlighting its capacity to unite people, make first impressions that last forever, and strengthen our connections to each other. Music by the Chicharones.
Credits: Brandon, Keith, Jen, Joseph, RPS
138,243 views on YouTube and counting
This short film was created for the PlayStation 3 and celebrates gaming by bringing together characters from some of the console's best-loved titles. Video games allow a person to, even briefly, become someone else, and enter their life and see a different world. It’s about the experiences. It’s about the memories. In this web film, an all-star cast of PlayStation 3 game characters get together for a few drinks in a bar, shoot the breeze and raise a toast to “Michael”, the kid who controls them all on their adventures. The spot went onto win a silver lion at Cannes, a gold pencil at the One Show and a bronze Clio.
Credits: Josh, Ryan, Jason, Leigh, Marisa, John, Simon, The Mill LA, Hunter
136,640 views on YouTube
It only took 108 years for the Cubs to finally win a World Series in 2016. Up until then the only place where the Cubs were the champions was in baseball video games and MLB 12 The Show. The ad which was strangely a precursor to their actual championship season is full of Chicagoans finally being relieved of more than a century of pent-up frustration and “lovable loser” angst. Then, of course, it’s all revealed to be happening only in the mind of one Cubs fan — and in the copy of MLB 12 that he’s playing. But it’s a wonderful reminder that for every long-suffering sports fan, that hope springs eternal. We thought, what better moment than winning the World Series and what better team could this happen to than the Cubbies.
Credits: Gordie, Brian, Jason, KC, Asselton, Chan
Super Bowl 41
248,604 Youtube views
93.15 million network views
Grand Theft Auto is a video game series, where carjackings are the primary mode of transportation. But unlike "Grand Theft Auto," where the soda brands include eCola and Sprunk, this world has Coca-Cola. Once the tough guy here pays for his Coke instead of stealing it, the bleak landscape becomes bright and fear turns to harmony, that signature Coca-Cola theme. "Video Game" was part of the brand’s “The Coke side of life” campaign. The general message is that of humanity and respect for each other. “Videogame” offers a twist on traditional video game plots which often feature characters causing mayhem, destruction and death. This ad reflects the values of positivity and optimism that are at the core of the Coca-Cola brand. The ad won a gold lion at Cannes, a gold pencil from The One Show and a silver Clio award. The song is, “Give a Little Love”, from the movie Bugsy Malone, reimagined by Amber Music.
Credits: Sheena, Nikki, Smith & Foulkes, Amber
This spot was one of the first from the “Coke side of life” initiative which was a brand campaign developed by Wieden and Kennedy. In this story, a teenage boy drinks a Coke Classic while riding his bicycle, passing through several iterations of ebullient parades, complete with marching bands, singers and celebratory crowds. When he finishes his Coca-Cola, the hoopla disappears and he stares at an empty street. One of the cornerstones of the “Coke side of life” platform was how the various brands, especially Coke Classic, Diet Coke and Coke Zero, fit into consumers’ pursuit of happiness. One of the missions of the campaign was to find a way to make Coca-Cola more important to people. The ad won a silver Clio. Music by Stimmung.
Credits: Sheena, Hal, Corey, Dante, Kirk
Super Bowl 45
111 million network impressions
In Siege, we’re reminded of Coca-Cola's power to bring happiness and optimism to even the darkest situation. This SuperBowl spot told the story of good winning out over evil in Coca-Cola’s voice, but in a new way. In Siege, an army of ogres and their fierce, fire- breathing dragon march menacingly toward a castle. The castle inhabitants devise a clever scheme using ice-cold Coca-Cola to ward off the advancing creatures and protect their homeland. Excluding a growl or two by the animated dragon, this spot did not use any dialogue to convey the brand's theme of sharing happiness. The ad was heavy on music and imagery, stayed true to the “Open Happiness” campaign. This SuperBowl ad went onto win a D&AD Pencil for Animation for Film and Advertising, a silver Clio in Visual Effects and a silver Clio in Animation.
Credits: Sheena, Hal, Nexus
1,770,751 views on YOUTUBE
Nike’s, A New Team, was a commercial exclusively created for the Beijing Olympics in 2008 as part of the Just Do It campaign. The spot sought to capture the essence of the team’s selfless play and commitment to the squad’s ultimate goal, Olympic gold. Set to the score of Marvin Gaye’s memorable performance of “The Star Spangled Banner” at the 1983 NBA All-Star Game in Los Angeles, California, the spot takes viewers into a USA Basketball team practice and showcases the collection of star-studded athletes taking part in basketball drills and scrimmages-ultimately uniting as one team. As the new Team USA looked forward to claiming victory in Beijing, Coach K looked back twenty-five years for new inspiration from our national anthem.
Credits: Nathan, Shannon, Stacy, Lisa, Jelly
310,784 views•on YOUTUBE
This film was created for Nike to promote the Zoom shoe and featured Pro Football Hall of Fame inductee, running back LaDanian Tomlinson of the San Diego Chargers. Filming was directed by Michael Mann (Heat, The Insider, Ali). Michael’s idea was to shoot the spot 'inside-out' and give people an intimate view of LaDainian and an NFL game that they hadn't seen before. In the ad, Tomlinson steps up to the line of scrimmage with his characteristic, unwavering focus and determination. Surveying the defensive alignment, he closes his eyes, mentally planning his attack. The action happens on the field, yet we remain in Tomlinson’s head at the line of scrimmage. Up field, Tomlinson cripples the opponent with speed, agility and tenacity working his way to the goal line. Avoiding the last defender and into the end zone, he does his signature celebratory move. The camera snaps back to Tomlinson waiting at the line of scrimmage for the ball — envisioning the play in his head.
Credits: Joe, Chan, Angus, Michael, Matt, Jeff, Steve, Jelly
102,990 views on YouTube
Nike's 2008 TV spot about Sanya Richards-Ross' journey to the Beijing Olympics, featured Danny Glover reading 'Montage of a Dream Deferred `` by Langston Hughes. This “Just Do It” spot that broke during the Olympics strove from the outset to be stirring and inspiring keying into the DNA of the athletic spirit. What makes the ad special, apart from Richard-Ross’ prowess, is the voiceover by actor Danny Glover, who recites the Langston Hughes poem “Montage of a Dream Deferred.” The recitation begins: “What happens when a dream is deferred? Does it dry up like a raisin?” After battling a rare ailment that threatened her track career, Richards-Ross persevered to return to action stronger than ever before. The ad shows Richards-Ross training and getting ready to return to competition in the 400 meter run. “Just Do It” rings true through this ad. This one’s all about overcoming obstacles, realizing your dream still exists and that hard work will pay off. Music by Mogawai.
Credits: Nathan, Shannon, Stacy, Lisa, Jelly
Converse wanted to re-establish its leadership position as “The First School” of basketball, by leveraging its authentic heritage of innovating performance footwear, evangelizing the sport, staying true to the fundamental spirit and its connections to the early days of the game. This was a position no other brand could own. Inspired by its “First School” origins, Converse distills the game of basketball to its very essence through imaginative visuals – stripped clean of all but the basketball and hardwood court – that reconnect viewers to the soul of the game. Set in a classic high school gymnasium, a basketball is dribbled, passed, shot and dunked by a team of invisible players exhibiting the game’s grace, originality and athleticism as evidenced only through the ball’s deft movement. Rap Artist/actor/poet Mos Def, whose voice anchors the “Invisible Game,” is enhanced only by subtle sounds of rubber-soled shoes squeaking on the hardwood floor.
Mos Def (VO): Before Mr. Taylor taught the world to play. Before Fiberglas, before parquet. Before the word "Doctor" was spelled with a "J." And ballrooms were ball courts where the Renaissance played. Before the hype. And before the dunk. After the rhythm. But before "the funk." And before the money. And before the fame. Before new school and old school. Before school had a name. There was only a ball. And the soul of the game.
Credits: Kevin, Mos Def, The Mill NYC, Lance
Credits: Liza, Matt, Dave, Jim, Patrick, Sloan, The Pelorian Brothers
Credits: Liza, Matt, Dave, Jim, Patrick, Sloan, The Pelorian Brothers
Assassination video game Hitman by Square Enix added a unique layer of interactivity to its video ads by implementing a ‘Kill This Ad’ option opening up branching narratives. Emulating the game’s hit missions, viewers are shown the Wolfshark, a man dubbed the King of Corruption, who the Hitman can dispose of in three ways. With the ‘Kill This Ad’ offering, users have a degree of control over the shady live-action hit in place of the usual YouTube prompt ‘Skip This Ad’. Our efforts blurred the line between video ads and gaming with its focus on offering choice to viewers. We also wanted to bring the experience of being the Hitman to life, of being able to strike anywhere at any time. We quickly identified skipping an ad as a great mechanic to showcase this, so live-action made perfect sense. We really wanted to do something that brought the experience of playing Hitman to other mediums in a surprising and fun way. As audiences are fragmented onto tons of different social channels, devices, and mediums now, we saw an opportunity to come up with new ways to give people a meaningful, interactive experience.
It’s About You, renewed Nike’s broader commitment to sports – that does not only encompass moments of joy and success, but also acknowledges moments of doubts, uncertainty and difficulties – as illustrated by its Courage campaign, launched during the 2008 Beijing Olympics. The goal of this campaign though, was to build a “It’s About You” themed fully integrated campaign, that tied together many different pieces: an inspirational film series, a Lance Armstrong Just Do It commercial, print, out-of-home advertising… And The Chalkbot– which allowed the world to see people’s words of memoriam, hope and courage chalked onto the roads of the Tour de France. Notably, Nike sales increased 46% during the campaign; the Livestrong Facebook community doubled; the Chalkbot gathered 4,000 followers on Twitter and wrote some 5400 messages. The integrated campaign won a grand prix at Cannes, a yellow D&AD pencil, two golds from the Art Director’s Club and a gold pencil from the One Show.
Credits: Adam, Marcelino, Marco, James, Tyler, Danielle
PlayStation's Twisted Metal, its longest-running exclusive franchise, was releasing a new game. To promote it, we created a way in which you could remotely shoot the bejesus out of a real-life version of the ice-cream truck owned by the game's twisted killer—a disturbing clown named Sweet Tooth with a flaming head—with an M249 Squad Automatic Weapon. This was a two-day live event where approximately 1500 people got the chance to fire a M249-SAW machine gun remotely from their computers with a random assortment of targets. Conceptually, there was the desire to do something newsworthy, truly innovative, and downright viscerally violent that was the impetus for giving fans a taste of Twisted Metal in the real world.
Credits: Gordie, Brian, Sam, Jason
Credits: Sarah, Luis, Sandro
Credits: Sandro, Juan, Kim
Credits: Gary, George
Credits: Joe, Steve, Alicia, Gary
Credits: Joe and Steve
Credits: Nathan, Ollie, Jeff, Alberto, Stephen, Natalie
Credits: Alicia, Terry, Steve, Heather
Credits: Carlos, Ginger, Alicia, Heather
Credits: Mikako, Rachel
Credits: Steve, Roger, Jim
Credits: Steve, Jim, Marni, Sascha
Credits: Todd, Josh, Pete, Scott, Donna
Credits: Mike, Steve, Jim, Marni, Richard
Shannon McGlothin is an accomplished veteran of the creative industry who began his career as a designer and art director and most recently has served as an executive creative director with a proven conceptual and visual portfolio across a broad range of media. This includes digital, broadcast, print, branded content, live events, experiential and fully integrated ad campaigns. Shannon has worked both internationally and domestically over the course of his career and has demonstrated expertise in the development of technology, sports, luxury, fashion, soft drink and lifestyle brands. Shannon has built award-winning work and integrated campaigns for multi-billion dollar well known brands such as Nike, Coca-Cola, Converse, The GAP, Electronic Arts, General Motors, LVMH, Nintendo, Sony and Samsung. Shannon has been the recipient of numerous industry awards and accolades such as Cannes Lions, Clios, Art Directors Club, D&AD and The One Show at multiple agencies around the country.
Some additional fun facts about Shannon that you will see reflected in the work. Produced 3 Super Bowl Commercials (Super Bowls 41, 45 and 50). Shadow boxed with Tom Brady. Cast Idris Elba as the archetype of mayhem. Storyboarded with Michael Mann. Learned how to write a joke with Christopher Guest. Traded beats with MosDef. Ran the 400 with Sanya Richards Ross. Worked with 2 time Academy Award winning film editor Angus Wall. Shook hands with the second man to walk on the moon, Buzz Aldrin. Punked Dale Earnhardt Jr. and played HORSE with LeBron James.
Shannon is also really good at doing art projects with his middle schooler son and has a chocolate lab known as Whisky.
*The following copy that you see in the work section are excerpts and summaries, I created, from press releases, write ups and comments about the work over the years, written by various sources and appearing both online and in print.
Photo Courtesy of: Sandro Miller
Mountain Dew: Call of the Wild
Macy's: Old Friends
Ubisoft: Siege the Day
Pokemon: Train On
Samsung: The Developer
Samsung: Hi Hey Hello
Playstation: To Michael
Playstation: Cubs Win
Nike: A New Team
Nike: The Plan
Nike: A Dream Deferred
Converse: Invisible Game
Coke: Zero Gravity
Hitman: Kill This Ad
Samsung: We All Share
Nike: Nike Livestrong Foundation
Playstation: Shoot My Truck
Vibe: 10 Years of Vibe Photography
Nike: 2008 Olympics
Nike: Believe in the Run
Nike: Just a T-Shirt
Nike: Leave Nothing
Nike: School of Vick
Nike: Womens Training
Electronic Arts: Black
Electronic Arts: I Was There
Electronic Arts: Tigerproofing