Behind The Scenes With DigitasLBi And Maytag

Yesterday, we saw the release of DigitasLBi's new Maytag campaign.

Today, senior vice president and creative director Michael Frease talks to shots about the inspiration behind the ad and its execution.

What was the brief you received from the client?

We introduced the new Maytag Man last year by putting him into people’s homes. This was our opportunity to show where he is built.

What was the inspiration for the ad?

We wanted to show people what goes into creating a Maytag appliance. Most people have never seen the scale of American manufacturing and just how much effort and technology goes into each machine.

Combine that epic-ness with the metaphor of the Maytag Man being the machine, and we thought we were on to a winner.

What was the most challenging part when creating the spot?

Almost everything was shot in camera. From the real Maytag factories and real Maytag employees, to the numerous Maytag Men and the robotics we used.

The CG, although a huge part of the project, was mainly used to replace backgrounds and enhance scenes. So the most challenging part was probably the sheer scale of the shoot and making sure we remained authentic yet epic.

But I'm sure the people who had to do the massive amount of post work would have a different answer...

And the most rewarding part?

Seeing it all come together. By day four or five, we were already seeing rough comps and quick edits. It was exciting to know that it really was coming together.

Why was Mathew Cullen chosen as director for the ad?

We initially looked at Mathew because of his special effects-come-storytelling background. We felt he could bring both to the project.

After talking with him a couple of times, we felt he had the right spirit for collaborating, the vision for the spot and passion for the project.