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Goodoil director Michael Spiccia has just finished shooting his second national American campaign in two months, directing six TVCs for U.S Cellular and Publicis & Hal Riney in San Francisco.

He filmed the launch TVC, ‘Fireworks’, on the rooftops of Willow studios next to the Los Angeles river with Rich North and Adam Koppel, creative directors at Hal Riney.

'Fireworks' shows a fuse spluttering past cuckoo clocks and flashing neon letters towards a stick of dynamite, and launches US Cellular’s loyalty program.

Spiccia says his design background was useful in curating the neon letters, typefaces and analogue relics that make up each scene.

He spent a lot of time pre-sketching out different camera paths, trying various word shapes, objects and actions along the way, and all of the elements were filmed in-camera.

The six spots for US Cellular were shot over two weeks in Los Angeles and Toronto.

Michael Spiccia and Goodoil are represented by Resource in the U.S.

Credits:

Client - US Cellular

Agency - Publicis & Hal Riney

Creative Director / Copywriter - Adam Koppell

Creative Director / Art Director - Rich North

Agency Producer - Debbie Chin

Production Company - Goodoil Films

Director - Michael Spiccia

Producer - Juliet Bishop

DOP - Nigel Bluck

Production Designer - JP Flack

Editor - Justin Travato Cosmo Street

Post Production - Arsenal