Production & Design

Hayden de M. Yates

IBM Assisting production designer and

providing set design and art direction for an ongoing print campaign by IBM. The campaign began in the latter part of 2005. As art director my tasks included interpreting and actualization of conceptual drawings from advertising agency's creative director; Generating a budget based entirely on the original concepts sketches; Generating both layout and 3D construction set drawings for each concept, incorporating existing studios and locations; Conceptual sketches for at least 3 out of over 25 major sets; Project managed and supervised all of the major set construction and personnel involved, including outside vendors and subcontractors.

IBM - The Hut

The IBM hut concept sketch was conceived by the agency creatives at Ogilvy. After submitting an array of Hut designs, this one was approved and used in the final layout. The construction of the hut was entirely supervised by me. The Hut plate was photographed in the studio, while the background plates were shot on location in Paris, Mumbai, Tokyo and Berlin.

IBM - The Wireball

The wireball construction was engineered by both myself and the production designer. It had to be 8’ in diameter, and versatile enough so that we could assemble and dismantle it in a relatively short time; We had three days to shoot the wireball in 10 different locations, including the rooftop of a downtown highrise. It was quite a challenge, and one that proved to be quite successful and rewarding in the end.

IBM - The Wireball

The wireball construction was engineered by both myself and the production designer. It had to be 8’ in diameter, and versatile enough so that we could assemble and dismantle it in a relatively short time.

IBM - The Wireball

We had three days to shoot the wireball in 10 different locations, including a remote beach and the rooftop of a downtown highrise. It was quite a challenge, and one that proved to be quite successful and rewarding in the end.

AGIONAn industrial commercial starring Florence Henderson. The Boston agency, Captains of Industry asked if I could create a retro 70’s set closely resembling that seen on the original Brady Bunch. It turns out that I was able to acquire the actual Brady Bunch set for little or no rental fee. Everything else was either found or built.

SubaruThe creatives at Dentsu agency hired me to production design an ad featuring Rod Stewart. It was all done on the north parking lot of the Santa Monica Pier. All of the background was researched and built on the premises for the shoot from my own sketches. It was a very big job, that took a large crew to set up. At magic hour, we ran into some difficulty when an on shore wind came gusting through our set swaying 3 of our 50’ man-made towers. Luckily all of the towers were well anchored from below.

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