MPS Studios Helps HEB Score Touchdown For 2012 Super Bowl
The commercial, which also aired during the Academy Awards and the Golden Globes, was noted for its large cast, movie-score-inspired soundtrack, multiple locations, oversized props and animatronics, as well as its sweeping style and compelling brand storytelling.
Employing a tongue-in-cheek re-interpretation of the classic sci-fi style, the commercial depicts the reactions of citizens and authorities across Texas to a sudden statewide disappearance of signature H-E-B products. The mystery is solved at the end of the spot, when an alien wearing a ten-gallon cowboy hat is shown making a large purchase at an H-E-B store before disappearing from the checkout line in a puff of smoke.
The commercial, which also aired during the Academy Awards and the Golden Globes, was noted for its large cast, movie-score inspired soundtrack, multiple locations, oversized props and animatronics, as well as its sweeping style and compelling brand storytelling.
“Sugar Film Production is known for creating revolutionary spots,” said Brad Beasley, MPS’s vice-president. “We are always proud to partner with Sugar, and our long-standing relationship with director Chris Smith, Executive Producer Byron Fitts, and the entire Sugar team proved invaluable on this project.
“With heavy special effects and post work, night shots, and multiple locations, this commercial required a lot of forethought and planning, which was seamless because of our 10 plus years of collaborating,” added Beasley.
“The overall experience of this project was unlike any other job we’ve produced, “ said Byron Fitts, Executive Producer for Sugar. “We knew the magnitude of this project we’d been given, we executed our plan, and we succeeded – and completely exceeded – everyone’s expectations.”
“It means everything to us that The Richards Group and HEB entrusted their brand to us,” he said. “And when producing this spot, like with many previous HEB projects, we rely on the same family of crew and vendors, particularly MPS. The relationship we’ve established with MPS over the years is symbiotic and unwavering.”
The production was anchored by support from one of MPS’s 10-ton grip trucks and a lighting package that included Image 80, VistaBeam, Wall-O-Lite, Diva-Lites, ShadowMaker and a number of HMIs.
“It was a blast working with Chris, Byron and the Sugar team to bring this dramatic, humorous, sci-fi atmosphere to life,” said Beasley. “We love it when we can help our clients pull off something truly memorable.”
MPS Studios Dallas is a full-service production facility offering 65,000 square feet of sound stages, cameras, grip/lighting/electric, post services and support staff to clients world-wide. In 2011, MPS launched MPS Camera Austin, offering cutting-edge camera rental equipment featuring ARRI ALEXA, RED Epic, Canon C300, Master Primes, Cooke S4 and Panchro lenses, and five DIT carts by Sandust SetLabs.