TIC TAC – LITTLE ADVENTURES

Role: Director
Studio: Hue&Cry
Agency: The Martin Agency

In a great big world, dare to be little. And with a little effort, you might have a lot of fun… I know I certainly did directing this live-action campaign for Tic Tac with The Martin Agency. Our journey began in the edit suite where we crafted the humor, tone, and timing of each Little Adventure with storyboards. Once we were all laughing, I knew we were ready to start production. With the boardomatics as a roadmap, we were able to determine which props and sets we would need for the shoot. There was just one catch: we were required to use real Tic Tac mints, which are only about 3/8” x 1/8”. They really are little!

So we partnered with my heroes Nix + Gerber, maestros of miniature dioramas, who broke out the magnifying glasses and crafted four unique sets including the Ocean, Grand Canyon, Niagara River, and Mars. We were able to capture each pill-based stunt by looking through the snorkel-like tube of a borescope lens. Yelling “cut!” at the end of each take was replaced with laughter and applause – a sentiment that carried us all through post-production and into the world. The great big world.


PROCESS


BEHIND THE SCENES


PRESS

The campaign received quite a bit of recognition, including praise from industry standards such as Motionographer, Creativity Online, and AdWeek. My favorite quote was “completely ridiculous, and thoroughly enjoyable – stupid and carefree, yet somehow on message.” It was also shortlisted for an AICP Award under "Best Low Budget."

The campaign received quite a bit of recognition, including praise from industry standards such as Motionographer, Creativity Online, and AdWeek. My favorite quote was “completely ridiculous, and thoroughly enjoyable – stupid and carefree, yet somehow on message.” It was also shortlisted for an AICP Award under "Best Low Budget."