Hot Pockets

“High Protein Steak & Cheddar” - (TV :15)

Role: Art Director. Copywriter: Efrem Oshinsky.

Ever wanted to know how much effort goes in on an average :15 sec commercial? Well, here’s your chance. It all starts from trying to impress the client with a new break away, aka the money shot. That’s where below, you’ll see a bunch of sketches where I came up with three new approaches: the Hulk, Bird’s Eye and Earthquake! (It’s really all about camera angles and showing off that cheese.)

Now before I get into the breakdown of all the shots, let’s be clear that we are working with the ‘High Protein’ pocket. Aka, the badass cousin of your average Joe pocket. To emphases that, que in a deep voice over with a rock’n audio track that shreds.
I think we nailed that part.

On to the breakdown of each shot; Set in a modern day but slightly manly kitchen countertop, bring in the family hot pocket shot. You know, what you’re about to eat. Now, let’s take you to that juicy, perfectly cut steak. Is your mouth watering? Then, I came up with a unique cheese shred while the camera at the same time pans down where you see an endless flow of cheese. The ‘buttery’ crust with artistic brush taps the top of the pocket to sooth your pleasure zones. Then comes the Hulk money shot of a slowly opened break out to a quick zoom in. Ding*
“Hooot Pockets!”

Here is a break down of the shots used for the shoot and an additional

advert for Hot Pockets.