The Institute and Burger King Corp. Team Up on Transformers: Revenge of the Fallen Creative

Updated: July 31, 2009

As the blockbuster film Transformers: Revenge of the Fallen (Dreamworks/Paramount Pictures in association with Hasbro) continues to smash worldwide box office records, movie fans got a robo-kick from a series of hi-octane television commercials from Burger King Corp. cross-promoting the summer blockbuster.

One of the custom spots brought to life by The Institute for the Development of Enhanced Perceptual Awareness (The Institute) aptly featured a rampaging robot, metallic mayhem and million-dollar winnings and was directed by Rob Cohen, best known for his work on XXX and The Fast and the Furious. Michael Bay, co-founder of The Institute and director / producer of the Transformers’ films, also lent his time and talent to the tie-in campaign by directing a robot-laden spot. Both commercials were part of the Burger King Corp. Transform YOUR WAY(TM) promotion which gave restaurant guests a one-in-two chance of winning one of thousands of prizes.

The Institute, started in 2001 by partners Scott Gardenhour and Michael Bay, focuses on commercial advertising, branded entertainment, feature films and content development for the globalized, webbed world. In 2006, it won the coveted Emmy Award in the category of Outstanding Commercial, for Hallmark Hall Of Fame’s long format spot "Required Reading."

"We have always appreciated the rigors and strategic discipline that brands apply to consumer marketing," says Gardenhour, The Institute’s CEO. "Working with top brands engaged in campaigns with big summer films has become one of our specialties over the last few years."

Gardenhour’s credits include executive producing several Hollywood blockbuster films (Pearl Harbor, Armageddon, Jumper) and numerous groundbreaking commercials including the Golden Clio winning "Got Milk" campaign, "Aaron Burr" and "Baby Cat" as well as award winning commercials for Nike, Reebok, Levis and Converse, among others.

Known for its highly innovative yet disciplined filmmakers, The Institute has demonstrated a solid ability to integrate the many interests of clients, agencies, studios and directors.

"As actual filmmakers and commercial producers, the team at the Institute understands that unique relationship between studio, marketing partner and creative agencies working together on movie themed spots," commented LeeAnne Stables, Executive Vice President of Worldwide Marketing Partnerships at Paramount, who managed the partnership with Burger King Corp. for the studio. "They are simply one of the most talented creative teams we’ve ever worked with."

Consistently spotting and recruiting talented new directors is integral to The Institute’s philosophy. The most recent additions to its stable are Korean animation director, Wonhee Lee, Steve Carr (Paul Blart Mall Cop), Clio Award winner, Troy Kooper and former Pixar animation director Alex Orelle.