LOS ANGELES — The Mill recently worked with director Rocky Morton of MJZ on a new HomeAway spot that will air during the Super Bowl. HomeAway is a vacation rental marketplace, and the new Smush spot is part of the company’s “The Ministry of Detourism” campaign, which also includes Web films, interactive and social media.
Vendor Inc., in Austin, TX, conceived the commercial, and The Mill was challenged with adding drama and atmosphere by adding clouds, mist and snow to the exterior scenes, as well as crafting the layout of the monitors that help drive the frenzied interior.
According to Clark Evans, a founding partner of Vendor Inc., the entire production and post team were on set for the shoot in Prague. This included MJZ, The Mill, Cut+Run editorial and B-Reel digital. “This was crucial because there were so many moving pieces to the campaign,” notes Evans. ? ?“The Ministry of Detourism” campaign was teased on Facebook, with interactive experiences and a mobile app slated to roll out following the Super Bowl. A viral film introducing “The Ministry of Detourism” players went live last month on YouTube.
Lead Flame artist Jay Bandlish out of The Mill’s London office contributed to the project.