There’s even a subject index, to get around Brown’s propensity for giving his episodes clever, albeit occasionally hard-to-decipher names.
\nZada was creatively involved from conception to final product. This being a nonlinear creative execution, Jason worked closely with the agency creatives to conceptualize the games and help write the scripts and story trees. He also designed the set and shot all of the live-action footage, orchestrated the Web integration of live action and digital, and led the Tool digital team that constructed the Web site.<\/p>\n
“The agency got way more than they asked for when they chose Jason to lead this project,” notes Tool digital EP Dustin Callif. “Not only is he one of the best integrated directors around and totally comfortable working with celebrity talent like Alton Brown, but he’s doing some incredibly interesting things in the cross-platform space. He handled all the live action and creative directed all the post, Web design and Web development. The interactive games are fun and flawless. This is exactly the type of project that not only Jason but all of Tool’s directors are looking to do much more of in the future.”\u2028\u2028<\/p>\n
“This was a one-of-a-kind project, and it was an incredible experience on multiple levels,” says Zada. “First off, the agency was incredible to work with\u2014very easy to collaborate with on the scripts, and they gave me a ton of room to run with the creative. Second, Alton is a really passionate and knowledgeable guy, and we had a lot of fun tweaking the scripts to add a touch of his peculiar humor without turning him into a character\u2014he wanted to play himself. Finally, creating a site that was at once compelling and educational was an awesome challenge, and everyone around me, from the agency to Alton to the staff at Tool, really came together to make this a memorable experience.”<\/p>\n