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With ads due every month, we're often scrambling to come up with a strong visual concept. C-did's original plan for this one was simple. We'd have Derrick come down, wear a wig or something, take some photos, and see what happens. How could it fail?
So Derrick shows up Thursday night in Ithaca, NY with Brian Yeagle. He proceeds to get drunk, find 200' of rope, and party it up with Crandall - allegedly repeating the phrase "I'm outta here" all night long.
The next day he shows up at the office with said 200' of rope and the catch phrase, "I'm out of here." The next thing I know he's got this scooter with his bike bungee corded to the back and Crandall is running around looking for a wig.
Then they break for lunch...
When they come back Derrick and Brian decide to make their own wig out of some old carpeting that they find lying around. I supply aviator sunglasses that I found in the parking lot, and things are really starting to come together.
We take a few photos and review them on the computer. They're funny, but something is still missing. The rope isn't visible enough, you can't see the word "DEPLOY" on Derrick's bike, and the angle seems a little skewed. There's a subtle interplay of ridiculous elements that go into making a good ad, and we want this one to be a belter. So we decide to give it another go.
Derrick now adds the "I'm outta here" sign (a nice touch!), we reposition the bike for a better view of the word "DEPLOY", and reshoot the whole thing from behind to reinforce the idea that he is leaving.
We review again and right away it's obvious that we have the shot we need. We congratulate each other on a job well done, Derrick and Brian leave for more adventures, and C_did returns to Ithaca. One more ad down.