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    Director Neil Tardio Promotes “Sale” With Fun Wordplay For B of A, Hill Holliday

    By SHOOTUpdated:No Comments2367 Views

    Taking a page from the classic Abbott and Costello “Who’s on First?” comedy skit, Hill Holliday Boston had some fun with three Red Sox players’ names to cause their own brand of confusion. In the center of all this is star pitcher Chris Sale who decides to treat a bunch of kids to ice cream. When youngsters come up to an ice cream truck, they ask how much the frozen treats cost. “It’s on Sale” is the response from the three pitchers manning the truck, which leads to a constant back and forth over exactly what the “Sale” price is.

    Directed by Neil Tardio of Venice, Calif.-based Durable Goods, this spot for Bank of America–titled “It’s On Sale”–also features Red Sox pitchers David Price and Steven Wright, whose last names add to the wordplay games. 

    The :60 is a continuation of Bank of America’s #MLBmemorybank campaign that aims to honor fan memories while helping create new ones. 

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    Credits

    Client Bank of America Agency Hill Holliday Boston Lance Jensen, chief creative officer; Spencer Deadrick, group creative director, copy; Will Uronis, group creative director, art; Pete Shamon, creative director, copy; Matt Rockett, creative director/art; Rob Gilcrest, producer; Bill Greider, digital strategist; Emily Skipp, project manager. Production Durable Goods Neil Tardio, director; Rebecca Wray, Hani Selim, exec producers. Music APM Mark Wong, sound engineer. Postproduction Bubble (HHCC) Dave Madden, editor; Gretchen Taipale, executive post producer.

     

    Genre:Comedy
    Media Type:Commercial: Television
    ScreenWork Categories:Commercial
    Video Tags:Durable GoodsHill HollidayNeil Tardio



    Caviar Director Alex Cook Does Heavy Lifting In Short Film For Onyx

    Tuesday, July 8, 2025

    A young woman pursues her dreams of Olympic weightlifting greatness through personal and painful struggles, ultimately reaching a national stage in this inspiring short film “Every Rep,” directed by Alex Cook and produced by Caviar and Radiance.

    The film opens with a young girl watching an Olympic weightlifting competition over breakfast. Entranced and immediately hooked, she takes to her garage to begin training. Cook cuts to the same prospective athlete, now a teenager, still pumping iron in her garage. To prepare for competition, she seeks specialized training and finds a caring coach. Her journey isn’t without hardship, as an early contest is cut short due to a serious injury. The latter half of the film sees the title star undergo physical therapy and recommit to the sport, all the more determined to overcome the odds. The film concludes with the final competition, where Cook portrays the original young girl from the beginning stepping up to the massive weights, demonstrating that the inspired child within us all never truly leaves our side in pursuit of greatness.

    Cook noted, “We shot the piece as something of a hybrid doc, commercial, short film for Onyx x USA Weightlifting. We mirrored a real athlete’s journey in the sport, using her personal experience to explore the clash of dreams and effort that many face on the road to national competition.”

    Cook assembled a production team over the holiday season of 2024 to film the project, which was put on hold during the January 2025 Los Angeles fires.

    “Alex has this rare ability to shape stories with emotional precision while elevating every frame with an incredible sense of craft,” adds Salim El Arja, Executive Producer at Caviar. “What he draws out of non-actors... Read More

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