Tide wanted to be #1 in the Superbowl. So we wrote a great Super Bowl spot. But to push it over the edge, we decided the final teams that made it toe the Super Bowl would play a key part of the story. No one had done that before. How could you know who was going to make and have time to shoot the spot?

We had to shoot multiple versions of the spot as late as humanly possible in the season. 2 weeks before the Super bowl, we shot 4 versions and edited, added post, mixed--all in the 5 days before the Super Bowl. Lemme tell ya, NBC was not happy. Especially when 3 days before the Super Bowl, we convinced Tide to run the spot as a 60 instead of a 30. This meant a last-minute media scramble, increased spend of $8 million, and of course, multiple full red-edits with only 48 hours to go. The next day USA today named it the #2 ad of the Super Bowl. Later on we would find that the #1 spot only beat us by 0.01% of the vote, and that voting had been paused because of a power outage at the actual game. We demanded a recount, but…no one wanted to so...all in all, quite a ride.

Miracle Stain won Bronze at the 2014 Cannes Lions International Festival of Creativity,.