ABOUT

For the Albert Bartlett commercial, we wanted to create the feeling of thousands of potatoes erupting from an impossibly steep hillside and tumbling down through rooftops and streets — while keeping as much of it practical and in-camera as possible.

After plenty of experimentation, we ended up burying hundreds of mousetraps beneath the soil, each fitted with remote electronic triggers to launch the potatoes exactly where we needed them.

The biggest challenge wasn’t just creating the effect — it was achieving enough accuracy and consistency for camera, while hiding every rig from view and resetting quickly on an insanely steep agricultural hill.

By the end of the shoot, the hillside looked like a strange cross between a potato farm and a military operation.

I can honestly say my legs have never worked so hard on set.

Huge credit to the brilliant crew who helped turn a chaotic practical effect into something playful, cinematic and completely bonkers.

Commercial for Albert Bartlett.