Production company Thrill Ride launches, delivers Heaps Normal ad
Thrill Ride – a production company – has just launched in Melbourne. The launch occurred alongside the release of an ad for beer brand, Heaps Normal, that the company worked on.
The announcement:
Thrill Ride partners with Recliner to launch a new spec ad for Heaps Normal. Thrill Ride founder and creative director, Travis Crosbie speaks to the challenges of launching a production company with a ‘bootleg ad’.
This week a new production company, Thrill Ride, launches in Melbourne, and with it, an ad for Heaps Normal – the Australian-born non-alcoholic beer company. On the surface this seems like a pretty standard launch, but the ad is not one commissioned by Heaps Normal, prompting the question: why choose to introduce the company with an unsanctioned ad?
Thrill Ride’s founder and creative director, Travis Crosbie, approached Heaps Normal’s CEO via LinkedIn to propose the spec ad concept. “I wanted Heaps Normal on board from the beginning,” Crosbie explains. “Their CEO seemed enthusiastic about the idea of a free commercial and connected me with their head of brand, which set things in motion.”
However, as the project progressed, differing creative visions emerged. “While having the brand’s backing would have lent authenticity to the ad upon launch, we ultimately needed to produce something that showcased our creative capabilities and production expertise,” says Crosbie. “It was a tough decision, but we amicably agreed to part ways.”
Executive producer for the spot Recliner, Lawrence Phelan oversaw production logistics and casting. “We’re always eager to push boundaries and collaborate with fresh creative voices, so when Travis approached us, we jumped at the opportunity,” says Phelan, managing director.
Despite the lack of official endorsement, Heaps Normal permitted Thrill Ride to proceed independently with the spec ad. This decision reflects Crosbie’s challenges in establishing a production company’s portfolio. “As a commercial director, it was straightforward to market my personal brand by showcasing directed spots on my website and social media,” he notes. “Launching a production company is different. It’s generally frowned upon to feature projects we haven’t produced ourselves. Since Thrill Ride isn’t adopting a rostered director model, displaying examples of our work on the website posed a challenge.”
With over 15 years in the industry, Crosbie has collaborated with brands such as Fisher-Price, Pringles, John Deere, Telstra, Bendigo Bank, and Dulux, working across both agencies and production companies. He explains, “Production houses are generally founded by producers. As a director, I see the value of having a production company that is creatively led. I can have those creative conversations and input earlier on in the production process – agencies, in particular, can bring us in earlier in the process.”
Thrill Ride Productions aims to champion great ideas and collaborate with brands and agencies willing to push creative boundaries. Crosbie emphasises, “That’s why making something that was a little wild and out there for our launch spot was critical.” The project received significant support from producer Mark Day and Lawrence Phelan at Recliner, who assisted with production, and a dedicated cast and crew who embraced the creative vision.
The resulting spot is a quirky homage to Australian beer advertisements of the past, featuring cult members, unconventional workmen, an eccentric badminton player, and a floating head. These creative choices nod to the ghosts of Australian beer ads while looking forward to a new way of drinking beer.
Thrill Ride Productions is dedicated to producing memorable content for the Australian and New Zealand markets. By handpicking teams tailored to each project, they ensure that every production maintains high creative and production values. Like their partner on this project, Recliner, their mission is to collaborate with brands and agencies that are willing to be brave and push the envelope with their creative endeavors.
You can visit Thrill Ride at thrillride.com.au. Recliner can be seen over at reclinerfilms.com
Credits:
Director: Travis Crosbie
Production: Recliner x Thrill Ride
Executive Producer: Lawrence Phelan
Producer: Mark Day
DOP: Hossein Khodabandehloo
1st AC: Aleksander ‘Lilac’ Pedraza
2nd AC: Johannes Beer
Gaffer: Corey Clement
Best: Liam Harrington
LX: Ric Mecchi
Prod designer: Jenna Dafter
Standby Props: Marlon Dalais
Art Assist: Jimmy Mitchell
Set Dresser: Tiana Lioulios
Costume: Candice Nelson
BTS Stills: Robert Geary
Offline edit: Ilya Malov
Online edit: Travis Crosbie
Colorist: Ted Deacey
Post Sound: Talia Raso
Motion Graphics: Andrew Onorato
Actors:
Hero: Manmohan Suri
Worksite worker: Glen McBride
Worksite worker: Ryan Brennan
Main worker: Lloyd Price
Badminton Player: Bridgette Kucher
Badminton Player: Marlon Kilbey
Main Cult bearded man: Simeon Bisas
Other Cult members:
Kirsty VandenBurg
Katherine Karfi
Sarah Angow
Kerry Crosbie
Jack Ruddell
Micaela Hollins
Jack Cooper
Noah Watkins
House Gathering Extras:
Brent Jacuta
Martin Kowalczyk
Michelle Bayliss
Adriani Vasilakis
Noah Watkins
Matthew Poggi
Source: Thrill Ride
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