By Philip Walzer
© June 7, 2015
Woody Prettyman calls it the “biggest thing we’ve ever done.” Studio Center’s TV ad promoting both Barbasol shaving cream and the new “Jurassic World” movie has aired nationally for the past few weeks.
Prettyman, the CEO of the Beach-based entertainment company, said the 30-second ad was also among the most challenging it has ever shot. It was intended to hark back to a scene in one of the earlier films in which a can of shaving cream falls out of the backpack of an unfortunate victim. And the Barbasol parts were supposed to blend in with scenes from the upcoming movie also included in the ad.
Studio Center shot the shaving cream scenes over 36 hours in a Beach warehouse in April. “We created a jungle and a very expensive set design,” Prettyman said. The materials included more than 1,000 gallons of water, 2,000 pounds of stones and 2,600 cubic inches of peat moss.
There was another nerve-wracking part after production: The ad had to win approval from the very top – Steven Spielberg.
In terms of dollars and cents, “we were well-compensated, but it wasn’t one of the biggest jobs we’ve ever done,” Prettyman said Friday. More important, the ad showed that Studio Center can compete with the biggies on the L.A. scene. “It will allow us to do bigger things and continue to evolve. Our goal is to do more and to do better work.”