The 5 O'Clock Hustle

Honey Smoked Fish Co.


  • Boulder, Colorado
  • Agency: ScaleThat

We've all been there.  Long day.  You finally get home, the kids are hangry, you're exhausted, you open the fridge and then that feeling sinks in (you know, kinda like when you've left your wallet somewhere) and you realize you totally forgot to thaw the chicken for dinner tonight. Enter Honey Smoked Fish Co. and specifically, their full line up of fresh, fully cooked, ready-to-serve, tasty, (oh, and sustainable!) salmon. Making dinner a little tastier and adults everywhere breathe a little easier during an already whacky year mostly spent at home.

We were brought in by our friends at Colorado-based agency, ScaleThat, for the full production of this concept and set out to create a branded commercial campaign for them that spoke to the (sometimes messy, always busy) modern lifestyle.  Our team completed concepting and development, scripting, storyboarding, casting, location scouting, and pre-production in six weeks.
Production was captured on-location in Boulder, CO and shot over the course of (1) Pre-Light Day and (2) Shoot Days.
Once Production was wrapped, our team hopped into the edit bay hoppers to oversee all aspects of post production on this campaign. 
To finalize the spots, we brought in our Denver-based buddy, Brian De Herrera-Schnering, who performed the animated graphics and visual effects as well as the color and grade. 
All in all, we created: (1) :90 supercut, (1) :30 spot, (2) :15 sec cut downs, 15 hi-res stills, and (2) GIFS from our two shoot days on location. 


  • Director Blake Edwards
  • Director of Photography RC Walker
  • Creative Director (Agency) Beau Haralson
  • Concept Development & Scriptwriter Steven Paschall
  • Executive Producer Molly McKinney Walker
  • Producer Stacey Fronek
  • 1st AD Maya Ferrario
  • Art Director Heather Wicken
  • 1st AC Troy A. Ten Eyck
  • Gaffer Paul Meehan
  • Key Grip Mary Jeanes
  • Swing Eric Fulcher
  • Audio Ryan Brooks
  • Hair & Makeup Artist Suzanne Blons
  • Food Stylist Gina Nistico
  • Asst. Food Stylist Sarah Zivic
  • COVID Safety Officer Chris Van Winkle
  • Casting Wilhelmina Denver & Big Fish Talent
  • Catering Steve Kiner
  • Talent (Wilhelmina Denver) Mia Marina
  • Talent (Wilhelmina Denver) Jon Stevenson
  • Talent (Big Fish) Brie Dyson
  • Talent (Big Fish) Hannah Vail
  • Talent (Big Fish) Felix Dorn
  • Storyboard Artist Steven Paschall
  • Editors Blake Edwards & RC Walker
  • Animated Graphics & VFX Brian De Herrera-Schnering
  • Color & Grading Brian De Herrera-Schnering
  • Endcard GFX ScaleThat


  • 8K RED Weapon
  • HMI 1200 Cine Par
  • HMI 4K Par-plus
  • Litemat 4
  • LitePanel Astras
  • M18
  • S60 ARRI SkyPanel
  • Zeiss Supreme Prime Lenses