Blair Hayes
Southfield, United States
TitleNot All of It
Campaign Not All of It
Advertiser The Coleman Company, Inc.
Brand Coleman Instant Tent
Date of First Broadcast/Publication
Business Sector Outdoor Sports & Athletics
Philosophy Introducing Coleman’s new Instant Tent, the spot, titled Not All Of It, builds on a series of earlier ads that were composed from home movies and old photographs submitted by campers. The new ad uses some of the same footage, but mixes in new footage, shot by STORY's Blair Hayes, and cleverly designed to look like decades old Super 8 material. The new footage shows people setting up the Instant Tent and carousing around a campsite. 
Problem The challenge was to shoot new footage of talent interacting with the product to match decades old home movies submitted by consumers. 
Result Hayes used hand-held Super 8 and 16mm cameras to shoot the camping scenes, and had the talent, which included a real family, improvise their performances. In some instances, he handed cameras to the talent and had them shoot themselves. 
Media Type Television
Head of Production
Executive Producer
Executive Producer
Agency Producer
Account Director
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Creative Director

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