Unrivaled, a New York City-based commercial production company, partnered with Baltimore agency Planit to produce “Beepin’ Good” for Minute Rice,  a surreal, comedy-driven spot directed by Nathan Colby. The campaign, part of Minute Rice’s “Unbelievabowl Flavor” series, follows three bowl-cut-wearing office coworkers who break into increasingly unhinged dancing every time a microwave beeps. Shot in a fully dressed office break room with coordinated wardrobe, practical gags, and a cast committed to every awkward move, the spot balances deadpan humor with sharp visual craft. Director Nathan Colby brought his signature blend of surreal comedy and precise cinematography to the production, creating a commercial that feels genuinely unexpected.

Role: Director