There’s a moment in production where you have to decide: do you play it safe, or do you fully commit to the bit? For our latest spot “Beepin’ Good” for Minute Rice and Planit, we committed to the bit. Hard.
The Concept
Three coworkers. Matching bowl cuts. An office break room. And a microwave that, when beeped, turns the whole place into a fever dream of awkward, committed, absolutely unhinged dancing.
Elevating the Idea
Director Nathan Colby had a clear philosophy from day one: weird over choreographed. The key was starting in a totally mundane, grounded world. A regular office break room. Regular coworkers heating up their lunch. Then the microwave beeps, and everything just… shifts. The humor lands because you’re not expecting it and because the cast commits completely, with zero irony.
The Details That Made It
A few things we’re particularly proud of:
The bowl cuts. Every member of the trio rocks a matching bowl cut, coordinated with the color of their Minute Rice product sleeve. It’s a visual gag that ties the product directly to the characters in a way that feels earned, not forced.
The wardrobe. Coordinated sweater vests and button-ups, color-matched to the product packaging (red, purple, blue). It sounds simple, but getting that level of visual cohesion on camera makes the whole thing feel intentional and elevated, even when the dancing decidedly is not.
The sound design. One of our favorite creative choices was leaning into the mundane sound world of the break room and micorwave before the music kicks in.
Big thanks to our clients and crew for bringing this vision into focus with us.
Agency: Planit
Agency Creative: Phil Reisinger
Agency EP: Katie Woolridge Burson
Agency Art Director: Nick Bleil
Agency Account: Audrey Leary & Eddie Callahan
Director of Social Media: Katie Huston
Social Media Manager: Natalie Jeffery
Production Coordinator: Kait Covell
Sr. Copywriter: Matt Ryan
Editor: Galen Frazer
Director: Nathan Colby
Executive Producer: Brian Schneider
Production: UNRIVALED
Production Supervisor: Tricia Parris
Assistant Director: David Vogel
DP: Matt Kleppner
1st AC: Aidan Gray
Gaffer: Dan Stack
Key Grip: Ben Vaeth Levin
Props Department: Rebecca Morrin
Wardrobe: Sybil Street
HUM: Jasmen Davis
Art PA: Lydia Milano
PA: Lucas Huie
Talent: Josh Levinson, Darin Barron, Hana Bae, Vie Model + Talent Agency
If you are interested in learning more about our work, get in touch with one of our producers.
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