Mountain Dew Shines Light on Paul Rodriguez (Not the Comedian)

By Michael Musco 

Here’s a short documentary that TracyLocke developed for Mountain Dew entitled, Paul Rodriguez: It’s Different On My Mountain, which was directed by Shilo’s Evan Dennis.

This 90-second clip features of course, the film’s namesake–a professional skater, actor and artist (but mostly skater)–sharing his passions for the sport in his own words. The film aired this week during a broadcast coverage of the 2010 Dew Tour’s Skate Open, and the brand is also promoting it in numerous high-profile venues as well as its YouTube channel. Check out a rather lengthy quote from director Dennis about filming the spot as well as credits after the jump.


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Says Dennis, “I’ve been skateboarding my entire life, and it has been a huge factor in who I am as an artist and individual. I’ve always been greatly inspired by the art, style and culture of skateboarding.  When we were out filming with Paul there were so many opportunities to get great shots.  It’s really tough to go out to shoot a fun piece about skateboarding and call it work.  I was vibing a lot with the cinematographer Max Goldman on the day, and we were out doing what we love to do.  We got as many shots as we could until we were basically kicked out of the location. The whole day was like this.  Just run and gun, picking up as much authentic footage of Paul as possible. When we were recording Paul’s voiceover for the Green Label Art spot, we asked him a lot of questions about skateboarding, and we got some really interesting audio of him speaking from the heart.  Back in the Shilo office in NYC, editor Nathan Caswell got a hold of the footage and we approached it with no set length in mind. We layed some of the best parts of Paul’s interview audio over our footage, then added a reference track and it just really started coming together. When we shared it with the agency, they said they got chills watching it.  It’s nice to create something so pure like this, with talented people you enjoy working with. The results can be really amazing.”

Advertising Agency: TracyLocke
Creative Director: David Hohman
Art Director: Campbell Hooper
Director of Broadcast Production: Monica Victor
Producer: Kiri Carch
Account Director: Jim Ryan
Senior Account Executive: Andrew Spring

Production Company: Shilo
Director:Evan Dennis
Director of Photography: Max Goldman
Editor: Nathan Caswell
Assistant Editor: Hedia Maron
Producer: Mariya Shikher
Line Producer: Chris Palladino
Head of Production: Julie Shevach
Executive Producer: Tracy Chandler