20. Paul Hunter, HSI

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Paul Hunter of HSI played a key role in one of the great stylistic shifts in ad agency history - namely the hipping up of BBDO/New York, for which he directed the very cool Mountain Dew Code Red launch spots. Gritty and excruciatingly unstaged, one of the spots featured NBA players Tracy McGrady and Chris Webber showing up unannounced to shoot hoops at the West 4th Street courts in Greenwich Village. "Paul was the perfect choice for this," says BBDO's Bill Bruce. "He brought a rawness to the work and didn't try to polish it. He kept the spontaneity." This is as guerrilla as it gets for an agency long known for high-blown executions, but it seems in keeping with Hunter's stated desire to keep things real. At the same time, he's no Frederick Wiseman clone; some of his music videos, for example, have been all-singing, all-dancing affairs. And then there's Nike's "Freestyle," which seems to blend it all - a natural sense of choreography and understated production values, all of which made it one of the most talked about spots last year.
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