Mad Box Post recently teamed up with Spang TV, a broadcast and media production company, to produce a package of eight broadcast and web spots for First Team Auto Group, a Virginia-based group of car dealer franchises.
Mad Box and Spang worked closely with agency Free Agents Marketing on the creative with Mad Box’s director Matt West also involved in the concept, featuring First Team Auto Group salesman Harold, who is Bigfoot in the series of spots.
“Free Agents and the client were very open to the variety of ways we suggested involving Harold/Bigfoot in hilarious situations, which included Mad Box creating a CG Pegasus wondrously landing on the car lot,” said Melanie Cox, executive producer, Spang.
West worked for months prior to the shoot with the agency creative team, developing the perfect look for Harold. They started with the full Bigfoot costume that was more familiar to audiences, but then decided to take a more subtle approach. From there they employed makeup artists to begin working on mock-ups and eventually arrived at the look that would ultimately become Harold.
Subsequent spots continue to develop Harold’s character and feature him perusing the First Team website on his tablet, gawking at showroom banners, drinking coffee with coworkers and marveling at other wondrous offers around the dealership.
