This is the film I told you about.

At the time, I was just starting my production company, Chucky Jason, when a friend sent this project my way. I entered the pitch as the underdog, but I did something that would define my career for years: I rewrote the script.

I’ve always believed that my most powerful tool isn't just the camera; it’s a sheet of paper, a pen, and a calculator.

The original script featured a generic video game character. I reimagined it as this giant, surreal figure, and Absolut loved the idea so much that they ended up casting Bruna Marquezine to bring the character to life.

The whole production was insane. The wardrobe budget alone was around US$80,000.

The craziest part was that I had never directed a commercial entirely on my own. I had never run a production company. One minute I was directing Bruna, the next I was signing contracts and managing the business side of the production.

The film became a huge success. It was named Pernod Ricard's Commercial of the Year.

Even better, the project's marketing director became a close friend. We still talk almost every week to this day.

Awards

The best Pernod Ricard worldwide project of 2022.

I produced, directed, and developed the script for this commercial, working alongside the fantastic creative team.