November 2011


Film advertisement created by Art Center College of Design, United States for Monster, within the category: Non-Alcoholic Drinks.

Advertising School: Art Center College of Design, Pasadena, USA
Creative Director: Steven Butler
Director: Steven Butler
Cinematographer: Chris Saul
Editor: Steven Butler
Production Design: Chanel Nardone
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hoozn's picture

Maybe im already too tired and thus unable to follow the plot, but this looks to me like another MTV music clip with loads of moods and no storyline.

Cool music tho.

Activity Score 355
Vienna |

who cares? ima play some tunes instead

sjb3000's picture

Thanks for your comment. This spot definitely isn't for the older crowd or for someone that wouldn't chug Monsters while playing video games, chatting online, listening to music and watching tv all simultaneously... hehe but in all seriousness the story is there, just gotta watch it again or perhaps partake in a tasty Monster Energy drink ;)

Activity Score 10
Producer/Director at Los Angeles
Temple's picture

Perhaps Ivan you could run a separate section for college entries. Sometimes, you are wasting our valuable time.

Activity Score 11339
Creative Director
sjb3000's picture

"Perhaps" this just isn't for you. Or Perhaps, spending roughly 30secs of "valuable" time could be worth it to possibly see how the kids process images and information in this day and age. hmmm perhaps...

Activity Score 10
Producer/Director at Los Angeles
Baelin's picture

It's an unusual take on the usual 'drink to be cool' stories.

Overall, I would have to say that the storyboard and camera work needs more polish. Make use of dramatic pauses to enhance the mood and message. I can't feel any 'energy' from this ad and with all the obscuring smoke, mists, crowds and action going on without pause, it's hard to notice that the 'hero' is being chucked out for substance abuse without taking the trouble to watch it a few times.

Activity Score 273
Andrej's picture

Stale. Boring, muddled, incomprehensible, bland, but above all, this spot is stale. Would it kill you to do a little music research, get something a bit more contemporary? Feels like it's 2002.

Activity Score 656
andylefty's picture

sjb3000 there's no need to patronise people that have watched your ad.

I'm not going to give you a critique on it since you clearly don't accept constructive criticism.

Activity Score 4531
Graphic Designer at Central Saint Martins College of Art and Design
sjb3000's picture

I'm the kind of guy that loves to debate. My replies are all in good fun and mean no harm. If you know anything about the school I attend (Art Center College of Design,) you know I'm used to critiques and I welcome them with open arms. So I'd love to get your constructive criticism.

Activity Score 10
Producer/Director at Los Angeles
sambuca's picture

best thing in this vid is method man.
strange ending. there is no real "action", it is just to fast...

Activity Score 1066
Art Director at tolingo GmbH
morse's picture

Very good, especially that it's made by students. Good work.

Activity Score 18159
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

vote4pedro's picture

granted it's student work. but it might be a good idea to have an idea before you start shooting for the sake of shooting.

Activity Score 4599
sjb3000's picture

Thanks everyone for all the feedback good and bad :) If you have seen my other project posted here Nike id "Color Swag" you can sort of get an idea of how I'm trying to build my portfolio. I'm a director/choreographer and that's what I'm focused on visually. I also wanted to do a piece in stark contrast to Nike which was much cleaner and slower paced. And as far as the student argument, this project was shot for less than $2000 and features literally some of the best dancers in the world. I myself have worked on several professional commercials (I won't mention the brand) as dancer and choreographer and I feel like my work can compete in that arena. So don't be surprised if you see me doing a Gap spec next ;) Anyway, keep the comments coming I love getting reactions and seeing how different people view my work.

Activity Score 10
Producer/Director at Los Angeles
Baelin's picture

A lot of people that post comments tend to be very critical about student work (not entirely without reason but apparently forgetting that's where we all came from) so don't take too much of it to heart.

There are no problems with the choreography, but the director needs to bring out the 'wow' factor in the performance. Even the world's best dancers can't shine without the camera work to back it up.

A fun and fairly recent example that appeared here is this one

Ignoring the gimmicks, note the use of focus, perspective and dramatic slo-mos to bring out the best in the performance to wow the audience.

Activity Score 273
Nike Diesel's picture

Tedious and lame. Bored the whole way.

Nike Diesel
Activity Score 13708
Art Director
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