Newly launched production company Thrill Ride Productions in Melbourne this week has unveiled its first spot for Heaps Normal, in partnership with Recliner.
On the surface, it seems like a standard launch, but the ad is not one commissioned by Heaps Normal. Thrill Ride’s founder and creative director Travis Crosbie approached Heaps Normal’s CEO via LinkedIn to propose the spec ad concept.
“I wanted Heaps Normal on board from the beginning. Their CEO seemed enthusiastic about the idea of a free commercial and connected me with their head of brand, which set things in motion,” Crosbie said.
“While having the brand’s backing would have lent authenticity to the ad upon launch, we ultimately needed to produce something that showcased our creative capabilities and production expertise. It was a tough decision, but we amicably agreed to part ways”.
“We’re always eager to push boundaries and collaborate with fresh creative voices, so when Travis approached us, we jumped at the opportunity,” executive producer, Recliner, Lawrence Phelan said.
Despite the lack of official endorsement, Heaps Normal permitted Thrill Ride to proceed independently with the spec ad.
“As a commercial director, it was straightforward to market my personal brand by showcasing directed spots on my website and social media. Launching a production company is different. It’s generally frowned upon to feature projects we haven’t produced ourselves. Since Thrill Ride isn’t adopting a rostered director model, displaying examples of our work on the website posed a challenge,” Phelan added.
With over 15 years in the industry, Crosbie has collaborated with brands such as Fisher-Price, Pringles, John Deere, Telstra, Bendigo Bank, and Dulux, working across agencies and production companies.
“Production houses are generally founded by producers. As a director, I see the value of having a production company that is creatively led. I can have those creative conversations and input earlier on in the production process – agencies, in particular, can bring us in earlier in the process,” Crosbie added.
“That’s why making something that was a little wild and out there for our launch spot was critical”.
The project received support from producer Mark Day and Lawrence Phelan at Recliner, who assisted with production. The resulting spot is a homage to Australian beer advertisements of the past.
Credits:
Director: Travis Crosbie
Production: Recliner x Thrill Ride
Executive Producer: Lawrence Phelan
Producer: Mark Day
DOP: Hossein Khodabandehloo
1st AC: Aleksander ‘Lilac’ Pedraza
2nd AC: Johannes Beer
Gaffer: Corey Clement
Best: Liam Harrington
LX: Ric Mecchi
Prod designer: Jenna Dafter
Standby Props: Marlon Dalais
Art Assist: Jimmy Mitchell
Set Dresser: Tiana Lioulios
Costume: Candice Nelson
BTS Stills: Robert Geary
Offline edit: Ilya Malov
Online edit: Travis Crosbie
Colorist: Ted Deacey
Post Sound: Talia Raso
Motion Graphics: Andrew Onorato
Actors:
Hero: Manmohan Suri
Worksite worker: Glen McBride
Worksite worker: Ryan Brennan
Main worker: Lloyd Price
Badminton Player: Bridgette Kucher
Badminton Player: Marlon Kilbey
Main Cult bearded man: Simeon Bisas
Other Cult members:
Kirsty VandenBurg
Katherine Karfi
Sarah Angow
Kerry Crosbie
Jack Ruddell
Micaela Hollins
Jack Cooper
Noah Watkins
House Gathering Extras:
Brent Jacuta
Martin Kowalczyk
Michelle Bayliss
Adriani Vasilakis
Noah Watkins
Matthew Poggi
