Bi-coastal production company Tool has created a comical three spot campaign for Southwest Airlines via GSD&M Idea City. The :30 spots, entitled Hallelujah, Other Side of Low Fares and Scuba Lesson; were directed by Harry Cocciolo. As Scuba Lesson opens, we see an aquatic session taking place amid the pristine beauty of reefs off the coast of the Bahamas.
Suddenly the student becomes aware of his airless tank, expecting mirrored desperation. Having foreseen this moment, the instructor, un-phased, pitches a fee of $35 for air supply.
Tool’s directors hail from diverse disciplines, including still photography, Academy Award-winning cinematography, documentary filmmaking, British TV comedy, and top agency creative posts. This diverse pool allows Tool to approach every project with a spirit of handcrafted excellence.
Tool of North America is known for its mastery of “very, very short films, with blatant product placement.” The aptly-named production company serves as an implement, enabling directors to discover-and then endlessly rediscover-what they do best. Tool’s talented roster and knack for delivering laugh-out-loud comedy and arresting visual style engenders advertising’s top honors. Well-established in the integrated media arena, Tool serves as a resource for agencies, collaborating with creatives to develop compelling content.
Agency: GSD&M Idea City/TX
GDD/AD(s): Scott MacGregor
CD/Writer: Mitch Bennett
CD/AD: Wes Whitener
Writer: JC Abbruzzi
AD: Tim Delger
Producer: Paul Golubovich
Associate Producer: Erika McKay
Prod Company: Tool/bicoastal
Director: Harry Cocciolo
DP(s): Josh Hess, Pete Romano (underwater)
EP(s): Jennifer Siegel, Brian Latt
Editor: Adam Parker
Producer: Cristina Matracia
Online Company: Brickyard/SM
Online Artist: Patrick Poulatian
VFX Company: Asylum/SM
VFX Artist: James Allen
Producer: Shelby Wong
Audio Post: Lime/SM and Play/SM
Engineer or Mixer(s): Lorin Silber (Lime), John Bolen (Play)
Shoot Location: Ontario, CA & Nassau Bahamas