LBP just wrapped a holiday campaign for prominent Texas grocery chain Fiesta Mart starring ZZ Top’s Billy Gibbons. Fiesta Mart Director of advertising and marketing, Susan Ellis, director Locke Bryan, producer Carlos Arakelian, and director of photography Kevin Emmons were just a few of the 20 person team that brought these spots to life. This collaborative team effort comes out of a 30+ year working relationship. The first day of filming was at the Westheimer and Dairy Ashford store where Billy hand-selected fresh produce and ingredients alongside an influx of Thursday shoppers. All the while Billy shopped in his custom-made sequined jacket stopping every so often to take a quick photo or sign an autograph for his fans. Billy’s hand-embroidered jacket was constructed in 48 hours by his seamstress in California who makes all of Billy’s stage clothes. Director Locke Bryan and Billy have known each other for years, and although there is a structured script created in pre-production, their relationship allows for on-the-spot creative enhancement. Locke Bryan commented on the creative process saying, “We have a goal on where we want the script to go, but we’re allowing for a flexibility of ideas. Billy and I share a work chemistry where we can collaborate and feed off each other”. Billy views his role on set as another venue of performance and goes the extra mile with Locke and the crew. Even as they worked late into Saturday night, Billy was having fun and even played songs for the crew during breaks. After viewing the commercial, Billy commented, “Really well done, as usual, of course. The colors are killer-diller. Amazingly splashy”.
Locke Bryan Productions partnered with the Pennebaker agency to create the 2014-15 United Way of Greater Houston capital campaign video, a series of testimonial web videos and a :30 broadcast TV spot. Companies throughout Houston will use these tools during the year to aid United Way in their goal of raising $85 million dollars. The entire LBP creative team has been honored to work on this important campaign for the past five years – we’ve all become so passionate about the mission of United Way to better the lives of everyone in our community. It’s always a fun challenge taking Pennebaker’s print campaign and bringing it to life with live action video, exciting motion graphics and visual effects. This year’s “One” campaign theme is compelling and will hopefully drive generous Houstonians to recognize that one kind act can truly make a difference in turning someone else’s life around”.