Producing this Super Bowl commercial was intense. The timelines were compressed, the expectations were enormous, and everyone understood that tens of millions of people were going to see the final result simultaneously.

Produced through Publicis Seattle. The hilariously self-aware script arrived in early January, written by Scott Kaplan.

In less than a month, we had to prep, shoot, edit, finish, and deliver the broadcast spot, while simultaneously producing an app that allowed anyone to have their selfie taken with Kim and a behind-the-scenes “Mockumentary” video that were both designed to extend the campaign beyond the game itself.

Paul Hunter from Prettybird directed. As anyone who knows Paul will understand, he has a calming creative presence that made everyone feel at ease, especially Kim. Her on-camera dialogue was take from her first take.