Director Tony Petrossian Crosses Borders and Platforms for Top 3 Sport Retailer Sportmaster

Director Tony Petrossian has delivered the latest in a lineup of eye-catching commercials, billboards and print ads for Sportmaster, a Top 3 European sports retailer. The campaigns exhibit Tony Petrossian’s ability to engage audiences while thoughtfully communicating brand messages across platforms and borders. 

Director Tony Petrossian’s current work with Sportmaster commenced mid last year. It was then that he was tapped to helm a campaign promoting the Sportmaster lineup of officially licensed sports merchandise for the 2014 Winter Olympic Games, to be held in Sochi, Russia. 

Camping for Sportmaster (Directed by Tony Petrossian) from Tony Petrossian on Vimeo.

Director Tony Petrossian Caps 2012 With Top Honors From SHOOT Magazine

Director Tony Petrossian wrapped up a successful 2012 by grabbing a top honor from SHOOT Magazine for a commercial featuring digital seagulls performing “I Ran (So Far Away)” – the ubiquitous hit track from Flock of Seagulls. The Petrossian-helmed spot for Cape Cod Chips was named “The 2012 Best of The Best Work You May Never See” and also earned the overall runner-up position for Top FX Spot of the Year – after garnering #1 Top FX Spot of the Summer, months earlier. 

“I worked on some great projects in 2012,” notes director Tony Petrossian, who regularly works with top talent and brands around the world. “But it was those four wacky waterfowl that really stole the spotlight. Such divas.” 

The Cape Cod Potato Chips spot features an all-bird CG version of iconic 80’s group Flock of Seagulls, performing the band’s biggest hit to the delight of a nearby beachgoer while he snacks on the chips. The concept from GKV advertising in Baltimore was shot in Malibu with CG and post work completed at Rhythm +Hues. Petrossian remained actively involved all the way through to the spot’s delivery. 

Director Tony Petrossian Turns A Singapore Surprise Into Three Commercial Spots For Leading Telecomm Singtel

With Director Tony Petrossian at the helm, a surprise concert at a historical riverside quay in Singapore produced not just thousands of happy fans but also yielded three commercial spots for SingTel, Asia’s leading communications group with operations in 20 countries. The performance and resulting commercials were directed by renowned music video and commercial director Tony Petrossian for BBDO, the world’s most awarded advertising agency. The project was produced by David Clark of Play Films out of Singapore. 

“Shooting a commercial around a live stunt performance takes a precision of execution that has to go just right or everything could be for waste,” notes Tony Petrossian, the director who has worked with top talent and brands around the world. “Shooting three at once, well, that just makes you take your game to a whole new level.” 

Director Tony Petrossian Offers New Take on Suburbia in Lance Sandwich Crackers Commercial

Director Tony Petrossian provides a new take on suburban life in his latest project, a commercial for Lance Sandwich Crackers. The collaboration between director Tony Petrossian and Rhythm + Hues Commercial Studios for agency GKV was created to help rebrand the iconic peanut butter and cracker snack from the nearly 100-year-old Lance Bakery for audiences across suburbia. 

The “Keeping it Real” spot (see it here) directed by Tony Petrossian features a montage in a suburban neighborhood while transposing urban inner city themes onto suburbia. Kids are seen ‘rolling large’ in their toy SUVs, a soccer mom perform turntable scratches on a dinner plate in the kitchen, a young boy pops his collar before catching ‘mad air’ on a skateboard into a backyard pool, and even the family dog bobs his head ‘in the pocket’ of the groove. All along parents and kids alike are enjoying Lance Sandwich Crackers made with real peanut butter and no high fructose corn syrup. 

“My mission was to take some of that inner city, urban swagger and apply it to more suburban scenes, but I didn’t want to do the cheesy thing where the suburban dad with a combover has gold teeth and raps. That stereotypical take feels over to me,” shares director Tony Petrossian. “What I saw instead was a soccer mom hitting hydraulics in her SUV, but then you realize she’s just going over a speed-bump. Tonally, that was the juxtaposition I wanted to instill into every vignette here.” 

Director Tony Petrossian’s Beach Ball Commercial Fuels Successful Summer Promotion For Key Bank

Key Bank’s “Summer of Awards” promotion has wrapped up, but not before featuring a television commercial helmed by director Tony Petrossian. The collaboration between Tony Petrossian and Rhythm + Hues Commercial Studios for agency Campbell Mithun was created to help fuel that awareness that Key Bank was offering double rewards points to their loyalty program members during the summer.

The “Beachballs / Guy” spot directed by Tony Petrossian features a guy in a white limbo environment with a different beachball landing on him as the announcer calls out different banking activities he could get double rewards points for. By the end floor is coated in beach balls and viewers understand the benefit of signing up for the program. 

“The goal of the spot was to clearly deliver the message through simple, clean imagery that also communicated that this was a summer program,” shares director Tony Petrossian. “Few things say summer more than a beachball, which made for a fun prop during production and a meaningful one for the viewers.” 

Tony Petrossian Directs McDonald’s Commercial For Rhythm + Hues Commercial Studios

Director Tony Petrossian’s latest project once again teams the visionary commercial and music video director with McDonald’s for a new commercial promoting the global brand’s McCafé Real Fruit Smoothies.  This is the second time Tony Petrossian has been tapped to direct a McDonald’s spot after the success of his prior work, with this latest commercial also jumping from ethnic markets to national airtime including during the Olympic broadcast.

In the spot, a young trio on a sunny walk enjoying McCafé Real Fruit Smoothies chance upon a idyllic field populated with oversized fruit piñatas.  They bust them open with a joyful exuberance, liberating whimsical showers of brightly colored confetti for them to bask in while finishing their smoothies. 

The concept from ALMA DBB advertising in Miami was produced by Rhythm + Hues Commercial Studios in Los Angeles and shot at The Disney Ranch in California with CG and post work completed in-house at R+H. Director Tony Petrossian remained involved with the project through delivery of the spot to the client.

Director Tony Petrossian Commercial Named Top Spot of Summer

Director Tony Petrossian’s first commercial since his move to Rhythm + Hues Commercial Studios has been named the number one Visual Effects / Animated Commercial of the Summer by the editors of SHOOT. The top honor is the latest success for the Cape Cod Potato Chips spot which features an all-bird CG version of iconic 80’s group Flock of Seagulls, performing the band’s biggest hit to the delight of nearby beachgoer while he snacks on the chips. 

The concept from GKV advertising in Baltimore was shot in Malibu with CG and post work completed in-house at R+H. It was an ideal first collaboration for Petrossian’s skillful storytelling and the award-winning VFX and animation company.
 

“I felt the spot was going to succeed or not based on the personalities of the CGI seagulls, so I had the team really focus on seemingly minute details of those digital stars, all the way down to the band’s microsecond reaction to one of the drummer’s cymbals falling over after a rough pecking,” reveals director Tony Petrossian. “This honor confirms we were all pointing in the right direction and is a big win for the teams at Rhythm + Hues and GKV.”