We can craft anything—motion footage, CGI, AI, sound design, original scores. We can simulate light, texture, emotion... but there’s one thing we still can’t capture: SMELL. Now, imagine a spot so immersive, so visceral, you don’t just see it—you smell it. Introducing a commercial that brings you as close as possible to that unforgettable scent—The New Car Smell.
If we could only turn back time and be a kid again. Working with children is a refreshing reminder that we’re all born creative. Try seeing the world through their eyes—even if it means bending your knees or crawling on the floor to see the world from their perspective. Let them lead you… so you can better lead them. As directors, our job isn’t to control the moment, but to capture it.
Humor is a universal emotion that transcends borders and connects us all. No matter the language, laughter needs no translation. If it’s funny—it’s funny. At Black Lab we don’t take life too seriously… unless, of course, we’re creating humor.
Oroweat Bread is a premium, everyday bread for the more discerning shopper. You have to look no further than the double-wrapped-bag to understand Oroweat's commitment to freshness and quality. We elevated Oroweat Bread beyond the competition using humor—because... "It’s Oroweat, or nothing at all.”
While shooting sports is great for promoting sport-related products, incorporating sports into unrelated products can help transform them into active lifestyle brands—even if it’s for pancakes, bacon, and eggs.
Shooting on location is a challenge—but that’s what makes it so exciting. So many moving parts have to come together at the same time, in the same place—literally. The concept, script, treatment, storyboard, casting, wardrobe, stylist, acting, director of photography, lighting, crew, permits—and hopefully catering, if you’re lucky. But the one thing that adds the most value? Where you shoot. Choose a location that allows you to extend the concept—or even shoot multiple concepts in a single day. After all, you’re paying a day rate… you might as well make the most of it!
Paige Gillingwater and Holland Henton are an award-winning directing duo with a proven track record of creating breakthrough work for top global brands and have taken regional brands nationwide. Blending Paige’s strategic and production background with Holland’s celebrated art direction and visual storytelling, they bring a powerful, dual-lens approach that consistently delivers bold, effective content.
With experience across advertising, product development, and commercial production, they offer a uniquely broad perspective that shows up in every frame. Specializing in situational comedy, they infuse each project with personality, strong conceptual thinking, and an eye for performance that elevates the work beyond the brief.
As a woman-and-man team, they bring an inclusive and collaborative dynamic that few solo directors can match—offering clients the best of both worlds: creative vision and strategic clarity.
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