Ever since Ron Grebler was a child, he knew he wanted to direct for the big and small screen. Growing up in Toronto, Canada, he loved watching movies. He always enjoyed being transported to a new world through a film, with each image impacting his emotions. When he would watch, he felt fully engaged, and knew from early on that he wanted to be a cinematic storyteller. Now, he is a top Director and Producer in Canada.
While working with AXE and “Canada’s MTV’s MuchMusic”, Grebler helped take a revolutionary advertisement to the next level. Promoting AXE Hair Products, Grebler produced and directed a series of branded videos for the network’s “Spring Break Special.” The first of its kind on the network, three segments were seamlessly integrated into the hugely successful special to look like programming, not commercials.
“It was flattering to be chosen to work on a new concept of content with such an entertaining and iconic brand. As a commercial and branded content producer and director, it’s a rare opportunity to be asked to launch a new product for a successful brand. AXE was known for its body sprays and very entertaining commercial spots. When they were launching their first line of hair care products it was hard not to jump at the opportunity,” said Grebler.
What made the project fun for Grebler was the “hidden camera” aspect of the commercial. Part of the videos featured the main talent of the commercial asking vacationers questions about his hair, and the unsuspecting vacationers were unaware they were being filmed. This created a fun energy that was maintained throughout the three videos.
“It’s easy to work with Ron. He genuinely loves the craft of producing and directing and wants to put as much as possible into every commercial. We continually chose Ron because of his reliability, professionalism and his creative style. He was a ‘one stop shop’ for production, and we were confident that the final product would be engaging and of high quality. He has a producer/director’s ‘personality’. He’s creative and quick thinking, clear-headed, and dedicated to crafting the best programming possible with the budgets he’s given,” said Randall Graham, the Creative Director of Brand Partnerships and Commercial Production at Bell Media.
The campaign went on to be a large success for both AXE and MuchMusic. Despite the challenges that arose from shooting in Cancun, Mexico, the most popular Spring Break vacation destination, Grebler rose to the occasion. Without him, the campaign could not have achieved what it did.
“Working with Ron is often a fast paced and well thought out environment. Ron is always determined to exceed the expectations of his clients which often means maximizing every available minute. Being in a foreign country with limited tools at our disposal outside of what we brought allowed Ron and crew to think and operate outside of the box yet maintain high standards of production. Working with Ron is, at its core a job but also a classroom. Ron is a vast vault of production and creative knowledge which he is happy and eager to share. In all my years of knowing Ron, he’s always had the mentality that learning never stops and teaching others is always an available opportunity. Ron is always encouraging, positive and motivational on set which makes the complicated and sometimes unpredictable production days not just manageable but fun as well,” said KJ Fuhrman, the Production Coordinator of the campaign.
Grebler is known for his outstanding and memorable commercials. In addition to the AXE campaign with Much, he recently worked on a group of national commercials for Belair Direct. The campaign was seen by millions of viewers across Canada and was highly successful for both Belair Direct and Grebler.
“Working on a commercial of this magnitude was a lot like juggling 300 hundred balls at once. There were so many little details, all time-oriented and interconnected, and if one falls, the others fall too. It was crazy but it was fun,” said Grebler. “There’s also that satisfying feeling of turning on the TV and seeing the spot I worked on for 3 months appear on different major networks. It’s also cute when my mom and dad call me to say they saw my spot on TV.”
Working with FUJI, Grebler reached an even bigger audience than Canada, as his advertisements were seen all around the world. Working as the director for the campaign, Grebler created two separate commercials, one for national television, and the other for internet use.
“It was an intense, short project that necessitated a lot of focus and particular attention to detail. I was strongly involved in the pre-production and production design, especially when it came to sourcing props and building sets. I was very hands on because for both the agency and client, the overall look of the set was extremely important. Since the concept included having a hand built craft to be used as a ‘hero’ prop, I specifically chose the artist to construct it and oversaw and approved the construction and color scheme,” said Grebler.
The decisions that Grebler made for the commercials led them to be immensely successful. FUJI then decided to launch the commercials in Japan, and are considering a roll out to other international markets.
“Ron brings a fresh creative perspective as well as a lot of focused energy, enthusiasm and organization to every project. He has a depth of experience across many different brand categories and demographics and knows how to make every video unique, visually appealing and successful in its goal. He excels at translating the agency creative and client brief and crafting it into engaging video content that will keep consumers and audiences tuned in … and that’s the whole point of a commercial,” said Rebecca Hamilton, Chief Executive Officer Fish Out of Water Design, the agency that created the commercials.
Grebler’s reputation of being extremely thorough while working extremely quickly make him extremely sought-after not only in Canada, but internationally as well. He is truly exceptional at what he does, and his passion for what he does shows in every project he works on.
You can watch the FUJI commercials here.