Dixie Ultra with Droga5

We are beyond excited to be able to share one of the studio’s biggest undertakings to date!

This spring we were approached by a stellar creative team from Droga5 who wanted to collaborate with us to develop 4 ultra stress tests to test the strength of the new Dixie Ultra plates. These tests would be used in both a print and social campaign, so motion was part of the package. The kicker, all these tests had to be done for real. No Photoshop trickery.  And they wanted video of each.

The creatives had a list of 8 possible tests in mind, but to narrow down to 4, we were going to need to get to work with pre-testing. Could the plate hold 2 lbs of seafood one handed? How much jello could we drop from how high and have the plate still catch it? Where do we get a volcano with fire and lava that would actually get hot, like 500+ degrees hot?

After a week of testing, trying different jello recipes in different shapes and sizes, calculating how many hot plates we could plug into the studio with out causing an electrical disaster, and a visit from the fire marshal, we had our 4 tests narrowed down. The Rodeo Test, Jello Bowling Ball Test, Volcano Test, and Double Boiler Test were the winners. Next up, it was time to turn our studio into what looked like an industrial testing facility.

We can’t say enough about how amazing our small team is and how hard they worked. The sets were all created by Robin, Nick and Katie on a tight budget, sourcing materials from Habitat Restore and spending many hot and sweaty hours in the lot behind the studio custom finishing cement board, ceiling tiles, and bending conduit. Our phenomenal producer Elizabeth Spiva found the most perfect mechanical bull named Boss and a legit cowboy to ride him. And food stylist extraordinaire Tina Stamos killed it between the perfect cowboy steak, beautiful lobster boil, and the tallest chocolate lava cake imaginable while staying within in a 2 lb weight limit. Thank you to everyone who helped us make these crazy ideas come to life.

First off, here’s the cowboy, by far the funnest of all the tests. And yes, everyone got to ride the bull at the end.

 

Next we dropped a pound and a half jello bowling ball onto 6 jello bowling pins. Yes, we really made jello bowling pins. No, it was not easy to make them stand.

 

Our third test was a molten chocolate cake over a volcano. Adam Jorgenson and the team at Big Dog Pyro went above and beyond to incorporate all our crazy asks into this construction. We wanted glowing lava, and smoke, and fire, and heat, bubbles, and it all needed to sit neatly on a 4′ table top.

 

Last test was holding 2 lb of Lobster boil over a double boiler. Thank goodness we got 20 hot plates boiling with out  crashing our electric panel!

 

And finally, here are lots of behind the scene pick from the process. Again, we want to thank everyone who helped make this crazy idea a reality and thank you to Droga5 for trusting us with such an amazing assignment.