About

Territory editor Dave Crosslin’s talents were tapped for 5-hour ENERGY’s off-kilter spot for the popular energy shot, directed by Nicolas Hill. Lucky Airlines, the Los Angeles and Detroit-based production company, also collaborated on the concept for the spot, which brings an over-the-top style and comedic energy to the popular brand.

"Yummification," opens with a series of people drinking energy shots as their exaggerated facial expressions make it clear that the taste is not pleasant. Cue the circa ‘70’s game show music, as ‘Creepy’ Clyde Brown, the iconic VO actor with a kitschy voice that captures that era, announces: “For those who still find the taste of 5-hour ENERGY a little… strong… don’t miss the 5-hour ENERGY $100,000 Yummification contest!”

A young couple proceeds to demonstrate the simple steps he enumerates: Mix 5-hour with your favorite beverage, name it, shoot it and send in the video for a chance to win a share of $100,000. The pair’s excitement builds to a crescendo as money begins to fall from sky, and ‘$100,000’ flashes above their heads in big bold letters - game show style. Capping off the mayhem, a judge, dressed in colonial period garb, with gavel in hand, recites the disclaimer.

Lucky Airlines provided a very detailed storyboard for "Yummification,” enabling Crosslin to create a spot that was a near exact execution of their concept. During an after hours session the editor did some experimenting, integrating multiple viewing angles of the contest elements by repeating and skewing the footage, which added yet another layer of humor that played right into the parody.

“The spot's comedic energy personifies the attributes of the product with outrageous concepts, visual style, and spot-on music and casting,” says Territory executive producer, Joan Porter. “Director Nicolas Hill provided us with great footage, and Dave’s editing helped take 5-hour ENERGY’s image campaign exactly where Lucky Airlines and their client wanted it to go.”

5-hour ENERGY’s creative team worked directly with Lucky Airlines, developing every detail of the final concept and fine-tuning the brief for the spot. Shot in L.A., director Hill and DP, Florian Stadler spent one day shooting the commercial. Stadler, who also did the color grading, used an Arri Alexa camera system and a Gemini 3333 Arriraw Recorder for the studio shoots. Dave Crosslin edited the commercial on Final Cut Pro in Territory’s recently expanded full-service editorial and postproduction facility.

“Lucky Airlines’ team was thrilled to have an opportunity to work both on the creative and production for a huge company like 5-hour ENERGY - and give its brand a new twist with a campaign that elevates production values, while increasing brand awareness,” says Hansen, who is currently working on a new campaign for the client.

“Rich Hansen, Lucky Airlines’ executive producer, and Jereme Sanborn, 5-hour’s head copywriter, were incredibly open to my ideas and made this job a great collaborative experience,” says Crosslin. “The final result was a bold, comedic campaign that everyone was incredibly happy with - especially Carl Sperber, 5-hour's VP of creative, which was icing on the cake.”

About Territory:
Territory is a full-service editorial and post-production boutique driven by award-winning multi-disciplined talent committed to the craft of creating visual stories that engage audiences and connects them to brands. The company’s one-stop approach allows clients to take advantage of its seamlessly workflow from rough-cut through delivery.

Structured to efficiently meet the every-changing needs of advertising agencies, networks, digital content producers and corporation for high-end media content - all under one banner – the 13,000 square foot facility in metro Detroit is complemented by editorial services in Los Angeles, New York and throughout the country, providing clients with an efficient and comprehensive creative resource, regardless of where they’re based.

Territory is a certified minority owned and operated company with a prestigious roster of national and regional work to its credit. To learn more about Territory visit www.territorypost.com, or contact Marie Hansen at 248.548.1011 or mhansen@territorypost.com.

Credits

CREDITS:
Product: 5-hour ENERGY
Genre: National Broadcast Spots
Title: "Yummification”

Client: 5-hour Energy
VP of Creative: Carl Sperber
Head Copywriter: Jereme Sanborn

Agency: N/A

Production Company: Lucky Airlines (Detroit + Los Angeles)
Director: Nicolas Hill
Executive Producer - Rich Hansen

Cinematography + Color Grading Company: Bunte Farben (Los Angeles)
DP + Color Grader: Florian Stadler

Editorial Company: Territory (Detroit)
Creative Editor: Dave Crosslin
Executive Producer: Joan Porter

Graphics, Finishing + Audio Company: Hudson Editorial (Detroit)
Graphics Designer: Frank Marra
Finisher: Kevin Jones
Sound FX Designer: Spenser Hall

Stock Music Company: Audio Jungle

Voice Over Talent: ‘Creepy’ Clyde Brown




Technical Info

Final Cut Pro
Arri Alexa camera system
Gemini 3333 Arriraw Recorder