Lukin’s Brick Oven Pizza is a bar/pizza parlor in Utica, New York. The name “Lukin’s” is derived from a Pearl Jam song called “Lukin”. Armed with this information, I created a jingle and music video concept which was brought to life by director and editor, Tom Knudsen. “(I’m Going to) Lukin’s” was a concept that took a lot of flack from higher-ups, until it was completed, and almost cost me my job. No one had written a jingle for a client before, so going this extra step was very much outside of the corporate box. As it turned out, the lead did not show up for the shoot, which meant I had to fill in (also frown upon by the corporate powers that be).
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