Director Sergii Shevtsov, repped by production company Institute in the U.S., recently directed his first work for the U.S. market: two uniquely stylized and comedic spots for household cleaning brand Seventh Generation. Working with ad agency Mother NY, the spots showcase the natural cleaning power of the brand’s laundry detergent and dish soap through funny and relatable human stories.
View the director’s cuts
Winning
Video source: https://vimeo.com/985794996
Sauce
Video source: https://vimeo.com/985792204
“Winning” shows the chaos of a kid’s birthday party while “Sauce” depicts the mess incurred by an at-home dinner date – luckily, Seventh Generation products are able to come to the rescue by cleaning up even the grimiest stains. Each spot features vibrant colors and production design, dynamic camera movements, and clever in-camera visual effects to tell a standout visual story.
“The scripts brilliantly captured these seemingly ordinary moments when we, as humans, are being messy – but freezing them in time to dramatize and elevate them,” commented Shevtsov. “As a fan of smart comedy, I couldn’t help but fall in love with this juxtaposition of subtle irony and visual humor.”
Shevtsov worked closely with production designer Fernanda Contreras to nail down the look of each spot – a chaotic and colorful arcade for “Winning” and a warmly inviting kitchen for “Sauce.” Contreras delivered her visions in pre-production by having Shevtsov explore each 3D space with a VR headset, enabling them to make adjustments on an iPad before the physical sets were built.
On set, Shevtsov collaborated with DP Alex Akira Vecchi on a unique setup to capture the complex food shots in-camera, particularly in “Winning.” The duo combined a Phantom camera, which is used for super slow motion and can capture up to 1,000 frames per second, with a Bolt robotic camera arm, which can be programmed to repeat the exact same camera movements. This enabled them to capture the chaotic birthday scene in separate layers, later piecing them together in post-production.
“There are a lot of safety protocols to consider when shooting with kids, so we couldn’t just have all these trays and food flying around them,” explained Shevtsov. “So using our Phantom and Bolt setup, first we shot just the kids on set, then we could repeat it with just the food and props against a green screen to later comp them together in post. 90% of this was captured practically – just a balance of ropes and timing.”
Shevtsov signed with Institute last year. Originally from Ukraine and now based in North America, he brings over a decade of marketing and agency-side experience to his craft, transitioning to the director’s chair in 2020. His work is notable for its smart visual comedy and pacing, with cinematic compositions that often bring an element of surprise to the viewer.
“I loved this project from the moment I saw the brief – I knew that it could be a big visual comedy showcase,” shared Shevtsov. “It was affirming to win this competitive pitch process and get the opportunity to bring these stories to life. Mother NY were incredibly engaged, full of great ideas, and open to anything that would help elevate the project. Working on this was truly a pleasure and I’m thrilled to launch this new chapter of my career in the U.S.”
For more information, please visit: http://institute.pictures/.
About Institute
Institute is redefining how stories are told. Founded by award-winning filmmaker and photographer Lauren Greenfield, and producer and entrepreneur Frank Evers, Institute represents auteur-driven visual storytellers and brings multi-platform production expertise to brands and agencies worldwide. Alongside some of the most recognizable names in film and television, Institute has also been an industry leader in uplifting underrepresented talent behind the camera. Directors on the Institute roster include Bao Truong, Barbara Kopple, Courtney Brookes, Courtney Loo, Dawn Porter, Jackie van Beek, Karyn Kusama, Lauren Greenfield, Liz Unna, Pamela Adlon, Ray Neutron, Sandra Winther, and Sergii Shevtsov. http://institute.pictures/
Screenwork Credits
Agency: Mother
Executive Producer: Angela Ong
Creative Director: Karla Mileski
Creative Director: Eli Park
Art Director: Bella Raykhman
Operations: Katie DeSimone
Production Company: Institute
Director: Sergii Shevtsov
Founder/Creative Director: Lauren Greenfield
Founder/President: Frank Evers
Managing Director: Tori Palmatier
Executive Producer: Sean Lyness
Line Producer: Ben Narich
Service Company: Habitant
Founder/Managing Partner: Santiago Lebrija
Managing Director: Arturo Arroyo
Executive Producer: Matias Godoy
Head of Production: Elizabeth Tapia
Operational Manager: Montserrat Becerril
Line Producer: Ana Gaxiola
Production Manager: Daniela Domínguez
Production
DP: Alex Akira Vecchi
1st AC: Harry Zamora
2nd AC: Angel Asem Luna Delgado
1st AD: Carolina Brito
2nd AD: Abdias Mateo Solano
Script Supervisor: María Levario
Unit Manager: Gerardo Velázquez
Production Coordinator: Arturo Déleon
APOC: María José Velázquez
Key Set PA: Vianey Zepeda
Runner: Juan Carlos Ramírez García
Art
Art Director: Fernanda Contreras
Art Coordinator: Adriana Peña López
Decorator: Luz Marina Covarrubias Guzmán
Art Designer: Ernesto Flores Mendoza
Art Assistant: Cynthia Angélica Sánchez García
Deco Assistant: Julia Azul Taboada Espinoza
Deco Assistant: Israel Guzmán Ontiveros
Prop Master: Nacho Reyes
Food Stylist: Alvaro Rincones
SPFX
SPFX Supervisor: Luis Ambriz
Agency Cuts: Post/VFX
Editorial & VFX: Bandit
Editor: Heather Danosky
Assistant Editor: Chris McNinch
EP: Laura Relovsky
VFX Lead Flame: Chris Davis
Additional Flame: Przemysław Radłowski, Scott Bravo
Graphics Design: Scout Studios
Audio: Sonic Union
CG Demo/VFX: Ars Thanea
Director’s Cuts
Color grading: Olha Korzhynska
Sound design: Cavemen Records
