“First Rule of Being a Cameraman” for the Rugby World Cup

  • Published in Film

“What’s the first rule of being a cameraman? That’s right! A cameraman does not speak! If you want to speak, you will speak with your eyes!” This ad campaign from 2011 for New Zealand’s Sky Television and their coverage of the 2011 Rugby World Cup is making the rounds today.

Like so many viral things, these fun ads are making the rounds today void of attribution, re-cut and re-uploaded without a hint of what we’re even watching. Here’s the lowdown on that campaign:


Director: Tim Bullock
Production Company: Prodigy Films
DP: Geoffrey Hall
Editor: Adam Wills
Producers: Jonathan Samway and Mark Matthews
Post: Perceptual Engineering
Color: Toybox
Sound: Liquid Studios

Agency: DDB New Zealand
Executive Creative Director: Toby Talbot
Creative Director: Regan Grafton
Copywriter: Gavin Siakimotu
Art Director: Natalie Knight
Agency Producer: Judy Thompson
Account Director: Danielle Richards
Account Manager: Brad Armstrong
Managing Partner: Scott Wallace


“Sound Speed”

“Camera Combat”

“Sound Exercise”

“Shooting Exercise”


For the campaign, the agency even threw together a fake Twitter account with a whopping 11 tweets, including this gem:

The folks over at InspirationRoom showcase more of the ad variants and marketing collateral.


Aaron Proctor
Founder, FWD:labs
Director of Photography site


“First Rule of Being a Cameraman” for the Rugby World Cup https://t.co/nRcEmbMpfi #Viral #Ad @DDBNewZealand

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