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Without a Script
Appropriately enough, when Mad Injection in New York set out to film a series of spots for the New York International Independent Film and Video Festival, they did so without a craft-services table, filming permits or even a script. Creative director Mikal Reich took a cue from improv and cast his friends and co-workers in the ads, then dropped them into Big Apple locations and gave them only vague directives. From the cue “our car gets towed,” for example, came a spot that shows a pseudo-film crew chasing after a car being towed away, yelping that it is theirs.
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