Yes, we have yet another Doritos Crash the Superbowl commercial that was shot on the Canon HDSLRs! This one is quite popular from what we can tell… and of course, dogs are just cute right? This was sent in by JR Burningham – the writer, director and editor of this one.
The whole idea behind “Pug Attack” for us was to make something really fun, have a great time shooting it, and do it for as little money as possible. I knew the commercial would work just because Pugs are funny and the door-crash gag was all about the build-up. Simple, but effective – and everyone would understand it. The commercial is about energy, music, and just having the right shots to make it funny.
I didn't want a Red camera and all the baggage that it comes with (extra crew members, extra insurance, all the extra gear, the heavy body, etc…). I chose the 7D because I still think the image quality looks awesome, it was 1/2 the price of the 5D (and like 1/5 the price of a Red), and I needed to shoot slow motion. We used a Canon 80-300mm zoom lens for the close-ups of the Pug.
This was really tricky because I wanted TIGHT close-ups on the Pug but the focus range was only about 6 inches – so imagine trying to rack focus to keep the Pug's face sharp while she's running at a sprint. We did 20 takes and about 95% of it was out of focus. However, I knew there were great moments we got in focus – and at 60fps it should be enough to work with. I further slowed the footage down by using pixel motion within After Effects to slow down the in-focus footage until it was the speed I wanted.
I'm such a big believer in combining computer technology with the high-quality but low-cost alternatives like the 7D. It gives you a fantastic image at full HD resolution – then you combine the magic of After Effects, Color, and other plugins to get something that looks really great for almost all purposes.
You can come vote for us and share the commercial with your friends at www.pugattack.com. We are the most-viewed commercial out of all of them – over 250,000 views between YouTube and the Crash The Superbowl Website – and 50,000 views ahead of the other Doritos commercials (this doesn't necessarily translate to votes – which we won't know until the actual game time!)
Thanks for the opportunity to share!
Writer, Director, Editor – PUG ATTACK
(cover photo credit: snap from the video)