John Budion of Click 3X Creates Warm Wishes for CokeJohn Budion of Click 3X directs this spec spot for Coca-Cola where empty cans and bottles of the delicious beverage that were previously strewn about the city join together in a parade of pride.

The soda vessels traverse the landscape of the city as they travel through the subways and streets to collect in a tree above a sleeping transient. The aluminum and glass containers lovingly spell out the greeting “Happy Holidays” for the entire world to see.

From Director John Budion:
With the support of the Click management team, I scripted and directed this little uplifting story using the HVX camera and other equipment that Click has in studio. I shot it with a friend of mine, John DeFeo who served as my DP and the bum at the end. We shot sort of guerilla style all over NYC. I strapped about 30 feet of fishing line to myself and pulled cans and bottles of Coke all over the city while filming both the cans and people’s reactions.

I went to various locations: the subway, parks, and Grand Central Station. I then took about 4 days to edit the footage in Final Cut, and then loaded the cut to the Flame for finishing. In all, completion of the whole project took about 12 days to shoot, edit, and finish. Additionally, there is no CG in the spot. Everything was shot in-camera, including the elements that I composited after.

About Click 3X
New York-based Click 3X produces cutting-edge visual solutions for commercials, feature films, television, music videos and broadcast clients around the globe. Founded in 1993, Click 3X has become the preeminent digital studio led by artists, yet supported by one of the most technologically advanced studios in the industry. With award-winning design, powerful visual effects, and a visionary animation team, Click 3X has worked on such diverse projects as Jonathan Demme’s unconventional feature documentary on Jimmy Carter entitled, Man From Plains; Animal Collective’s Peacebone video directed by Tim Saccenti; and Time Warner’s video instillation, Home Of The Future which was showcased on the Time Warner building in NYC.

Additionally, Click 3X recently launched an interactive design studio titled ClickFire Media. CFM is an interactive design studio specializing in multi-platform, media-rich creative campaigns. CFM partners with agencies and entertainment industry clients in the conceptualization, design and development of fully-integrated, consistently branded experiences. Through insight and innovation, CFM combines that latest interactive technologies with the best design, video, animation and live action skills from Click 3X to deliver integrated solutions in the ever-developing media landscape.

The Creds:
Client: Coke (spec)
Spot Title: The Great Escape

Director/Editor/Compositor: John Budion
DP: John DeFeo

Audio Post: Sound Lounge
Mixer: Justin Matley

Shoot Location: NYC

View commercial here