Flipping for Peanut

Flipping for Peanut Chews

When the sibling directing team Jeff and Peter Odiorne wanted to flip a scooter 360 degrees for a national rebranding spot for Chewits Peanut Chews, they knew it had to be authentic: no tricks. “This target demographic, the 18- to 34-year-old crowd, they can smell BS from a mile away,” says Peter Odiorne. So the duo, who began their hybrid agency/production company Phasmatrope Studios in Haverford, Pa., in March and have worked for clients including Reebok and the Philadelphia Eagles, headed to the training center of Motocross racer Travis Pastrana and enlisted a young Motocrosser, Joe Mouth, who had only raced since August and had never flipped before. But he gamely tried and succeeded on his fifth take, with encouragement from Motocross pro Mad Mike Jones (who told Mouth he’d punch him in the face if he didn’t get the flip right, say the Odiornes). The resulting spot, accompanied by print, outdoor and radio ads, shows the flip after the racer takes a bite of the candy. Tagline: “Chew something different.” “It couldn’t have gone any better,” says Odiorne.

In Brief

Weston Bingham, 36, has joined Wolff Olins in New York as creative director. He was previously partner and creative director at Ogilvy & Mather’s Brand Integration Group in New York, where he worked on Kodak, AT&T Wireless and the global brand relaunch of Sprite and Sprite Remix, among other accounts. … Hungry Man in New York has signed director Paul Gay, 40, for worldwide representation. He was previously with Omaha Pictures, U.S., which has closed, and Paul Weiland Film Company, London. … Right Brain Media has signed director and cameraman Jerry Dugan, 34, for spot representation. His first project is a Bombardier campaign for Cramer-Krasselt in Chicago. Dugan was with FLF Films. … And Web animator Stefan Nadelman, 32, has joined Curious Pictures in New York. Nadelman’s short film “Terminal Bar” won a Jury Prize at the 2003 Sundance Film Festival.