Into the Library with Matt Aselton
'The Creative Library' is LBB’s exciting new launch. It’s been months - years, probably - in the making and we reckon our re-tooled archive will change the way you work, whether you’re a company looking to store and share your work, or a marketer or creative looking for new partners or inspiration for your latest project.
The latest stage of this launch involves you, our readers. If you have ever been credited on campaigns or music videos, you can now personalise your creative profile - find out more about why and how here.
To coincide with launching The Creative Library, we started a regular feature called ‘Into the Library’ where we catch up with the industry’s most influential directors and creatives to talk about their career highlights, past and present. Think of it as a reel showcase with a big dollop of personality. We interview directors and top creatives about their favourite commercials and music videos from their catalogues to find out how these works shaped them.
Matt is the founder of Arts & Sciences, which he launched in 2011 with partners Marc Marrie and Mal Ward.
His body of work is particularly expansive, including collaborations with the likes of Google, Apple, Playstation, Netflix, Hulu, Audi, M&Ms, Delta Airlines, Fox Sports, Duracell, Samsung, and Verizon, often collaborating with celebrities and professional athletes. His film 'RE2PECT' for brand Jordan was honoured with a Cannes Lions Grand Prix in 2015, a Clio, a Best Direction AICP award, and an Integrated Campaign award at the 2015 AICP NEXT Show at MOMA.
Along with co-founders Marc and Mal, Matt has helped lead Arts & Sciences to global recognition, winning every major advertising award along the way.
LBB's Addison Capper chatted with him about the work he holds most dearly.
Jordan - RE2PECT
I’m a Red Sox fan so this was emotionally complex for me as I despise the Yankees. It was also before Rudy Guliani went totally nuts. And we weren’t allowed to shoot at Yankee Stadium, so we shot at a mini Yankee Stadium on Staten Island and built the rest in post. Puff Daddy said he’d be in it, but they wouldn’t let his helicopter land in centre field, so we bailed on him and got Jay Z instead.
ESPN - Aloha
I kind of thought the whole concept here was fake and that nobody really said ‘ROLL TIDE’ as a greeting, but we checked into the hotel in Birmingham, and the hotel clerk handed me my room key and, on cue, said ‘ROLL TIDE’.
Fox Sports - World Cup
Evander Holyfield walked over to me and put his fists up when I gave him a note. He was kidding, but it was terrifying.
FTX - You In?
The bartender at the end of this spot was my waiter at a hotel years earlier; he had a thick Boston accent, and I took his number. Ten years later, we made a commercial about a corrupt crypto concern, with our favourite quarterback and Brazilian supermodel who weren’t in the same room, so we had to composite their scene because they were about to get divorced.
Google Search - Martin Van Buren
Getting a super cute seven-year-old with a small lisp to say Martin Van Buren is difficult.
Johnsonville - Grandma
This is, bar none, the most fun I’ve ever had making a commercial. Peter Jason, who plays the granddad, has my favourite cut away. He quickly processes that he’s been sharing a bed with a drifter that ostensibly killed his wife?
NBA - Hand
Authenticity is critical. The poor agency creative came over to me early on as we were doing the critical high five. He didn’t think Andre Iguodala had the right amount of enthusiasm for the high five. Andre had just won the championship a month prior. The creative looked like he had never held a basketball. Andre was standing behind him as he was showing me what he thought the high five should look like. Andre said, “Is that how you did it when you won the Championship?” The creative with a pencil through his man bun returned to video village.
Time Warner Cable - Be Right There
We shot this four hours north of Toronto. On the van ride up, we stopped at a combination Tim Horton / Burger King that offered a free cup of coffee and a donut with a bowl of elk chilli. I begged people not to take this offer.
Samsung - Why?
I was very worried about Lil Wayne being able to remember that long line while pouring champagne on a phone. But I very quickly realised that he’s got 13 studio albums as a multi-platinum rapper whose job it is to memorise very complex lyrics. Also, crows are very good actors, and William H. Macy is nice.
