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#BeefyCrunchBurrito

Great case study in creating content in the social media age. Taco Bell was reintroducing their Beefy Crunch Burrito - a menu item that comes and goes every few years (think McRib.) It returned on May 23rd and they sent out a tweet asking their followers what they'd do to prove their love for the burrito. We didn't cast Rueben or Justin - both real people and both videos 100% authentic. Our partners at Digitas gave the greenlight on a Sunday. We shot on a Monday, edited Tuesday, finished on Wednesday, and the videos were posted on Thursday. James Lipetzky directed both pieces and edited Skydive. Nick Pezzillo edited Tattoo.

Tatto

Skydive

#taco bell #digitas #foundation content #treeboy pictures

Lissie - "Shameless"

Been a big fan of Lissie and her music ever since she did her Open Bar performance for Fader a few years ago. So, it was a thrill to produce the first video off her forthcoming album. The clip was directed by Ben Chappell and shot by Rachel Morrison on our stage at Foundation and some exterior locations around Culver City.

#lissie #Focus Creeps #music video #foundation content #treeboy pictures

On the eve of my return to Austin for SXSW, here's a previously unreleased gem I produced at The Fader Fort. It's the legendary Mick Jones and his Carbon/Silicon bandmate, Tony James, telling a story about an epic invite to an epic party in late-1970s London. Greg Brunkalla directed.

#fader #brunx #branded content #treeboy pictures

Leica MP-9 Edition Hermés. Not only do they make a great camera, but they make a great video too.

#leica #hermes #treeboy recommends

Moleskine introduces a new line of colors with this stop motion animation. Love it.

#stop motion #moleskine #treeboy recommends

Live Naked

Super fun shoot around some Southern California farms, hiking trails and beaches. Aaron Brown directed and Rachel Morrison for Blitz Agency.

#blitz agency #naked juice #treeboy pictures

Kashi - "Tasty Combinations"

Gotta love a project that combines your vocation with your passion. I love to cook and eat and all things food and this campaign was an absolute pleasure to work on. VML in Kansas City came to us with the concept of pairing Kashi with chefs to illustrate their "Tasty Combinations" campaign. The goal was to get into the kitchen to show how chefs use texture, eclectic ingredients and science to craft their dishes.

The fist installment had us in Smithville, MO - about twenty minutes north of KC. There, we met Chef Jonathan of Justus Drugstore - an acclaimed chef at the forefront of the nose-to-tail movement. He only serves food that he procures within driving distance of his restaurant or that he forages himself. Jonathan showed us how texture plays an important role in his dishes. Episode two took us to San Francisco, where food developer Barb Stuckey taught us about the science of taste. Episode three had us in LA's Koreatown, where the Lopez family have been serving some of the country's best Oaxacan Moles at Guelaguetza. Focus Creeps directed. Robert Stockwell edited and we all ate really, really well!

TEXTURE

SCIENCE

COMBINATIONS

#treeboy pictures

Garbage - "Blood For Poppies"

Focus Creeps' Aaron Brown collaborated with fashion photographer Matt Irwin on Garbage's first music video filmed in over 6 years. We had a blast driving around LA (El Matador State Beach, Griffith Park, Hancock Park and Almost Human FX in Eagle Rock) with Shirley, Duke, Steve and the legendary Butch Vig. The clip, shot on 8mm black-and-white film with vintage cameras, pays homage to Magritte, Buñuel, Maya Deren, and Francesca Woodman.

#garbage #matt irwin #focus creeps #butch vig #shirley manson #foundation content #treeboy pictures

"The party that started a revolution." I came up with this tagline for the release of Sofia Coppola's MARIE ANTOINETTE. Can't take credit for "Let them eat cake," although we did a pretty sweet "Let them eat cupcake" promotion in spots like Sprinkles.

#treeboy pictures #marie antoinette #sofia coppola

Spike Jonze nails branded content once again in this stop-motion animation collab with handbag designer Olympia Le-Tan.

#Spike Jonze #Olympia Le-Tan #branded content #treeboy recommends

The Jerk

Caught THE JERK this past Saturday night at the Hollywood Forever Cemetery. This scene is a classic:

#The Jerk #Steve Martin #Bernadette Peters #treeboy recommends

Matt and Kim - "Block After Block"

This is Foundation's second collaboration with Matt and Kim, a band known for pushing the envelope with their music videos (see Lessons Learned.) Their concept was flash concerts all over New York City. Matt co-directed with Jonathan Del Gatto and we, shot it all in a single day, guerrilla style. Foundation's Anna Patel deftly edited with Tom Rovak handling color and Ryan Pribyl on the sound mix. Scott Sans, with his great eye and ability to shoot on the fly, was the DP.

#matt and kim #music video #Fader Label #treeboy pictures

Current TV - 4th & Forever

Long Beach Poly has graduated more NFL players than any other high school in the country. The program is the focus of a new Current TV series. We were tapped to produce a series of promos featuring some of their famous alumni including Super Bowl champ Willie McGinnest, Jacksonville Jaguar Marcedes Lewis, Washington Redskin Terrence Austin and Pittsburgh Steel Donovan Warren. Anna Patel directed and edited.

#current tv #willie mcginnest #promo #foundation content #treeboy pictures

Nike Black History Month Collection

This was my final assignment at Cornerstone/FADER. Nike releases an annual collection of kicks celebrating Black History Month. This year was the 35th anniversary of BHM and Nike released special edition Jordans, Kobes, AF1s and Converse/Dr. J's. Shooting at the SLS hotel over NBA All-star weekend we got testimonials from the legendary Bun B, ready-to-conquer-the-world Freddie Gibbs, Dime Magazine's Aron Philips, DJ/Producer Mick Boogie and Julius Erving III. Greg Brunkalla directed and in a nice transition, my new shop, Foundation, handled the edit and graphics.

#Nike #Air Jordan #Air Force 1 #Kobe #Dr. J #Web Doc #treeboy pictures

Matt and Kim - "Cameras"

FADER Label recording artists' Matt and Kim had a very tough act to follow. Their video for Lessons Learned won the Breakthrough Video award at the 2009 VMAs and was named Video of the Year at the MTVu Woodie Awards. For the first video off their current release, Sidewalks, the band was looking to recreate a quintessential Tarantino fight sequence. I was tasked with finding a director and assembling a production team that could pull off an action-packed video on an indie label's budget. I was looking for an up-and-coming Justin Lin (Fast and Furious sequels) type of director, and my search led me to Foundation Content's Jonathan Del Gatto. Jonathan totally got the vision for this video and promised to bring in a seasoned Hollywood action producer and his entire stunt team. The results are positively kick-ass.

#Matt and Kim #music video #treeboy pictures

Lego my Lego

Lego is pretty much the national pastime in my house, so it give me great joy to share this fun stop-motion video which celebrates the imagination of young minds. Directed by Blue Source for Pereira & O'Dell.

#Lego #stop motion #blue source

The Sartorialist

This is a great example of branded content. Intel commissioned as part of their Visual Life series. It's gorgeously directed by Tyler Manson and is as clean and simple as The Sartorialist's blog itself.

#The Sartorialist #Tyler Manson #Intel #Branded Content

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