Directing “Poor Goalie” with Gene Principe – A Commercial Shoot in Edmonton
I recently had the chance to direct two commercials for CAREERS: The Next Generation and these were way too much fun! We shot “Poor Goalie” out in Edmonton (Spruce Grove, technically), and it’s exactly the kind of project you hope for: a hilarious concept, an incredible team and the chance to collaborate with some fantastic people including Edmonton Oilers Broadcast legend, Gene Principe.
Getting to work with Gene Principe was an absolute highlight. He’s a total pro; sharp, quick, and one hell of a slap shot! But more than that, he might genuinely be one of the nicest people I’ve ever worked with. There’s a reason he’s so recognizable and loved in Edmonton and the hockey community. He brings that same energy you see on TV into a commercial environment and it makes a huge difference.
I also have to give a shoutout to our goalie/actor/friend, Adam Keefe. Despite never playing goalie before in his life, he somehow managed to flash the leather and make a highlight reel save. He also brought a ton of comedic instincts and improvisation to the role which made the two spots as funny as they are.
This was also one of the first times I got to shoot hockey, which is a huge passion of mine (been playing since I was 3!). I even ended up wearing hockey skates for the entire shoot which was honestly a game-changer. It let me move quickly across the ice, keep up with the action, and probably saved me from wiping out more than once. If anything… this might quietly double as a proof of concept for Bardown: The Billy Buchanan Story
Projects like this are why I love what I do. Great people, a hilarious idea, and the chance to bring something fun to life - especially here in Edmonton’s growing film and commercial scene. You’ll be seeing these spots running across TV, Landmark Cinemas, Cineplex theatres in Alberta, and all over social media. When you do, you can do that Leo DiCaprio meme and point at the screen. Huge thanks to CAREERS for trusting me with this one!
Director/Producer: Justin Kueber
Production Company: Guerrilla Motion Pictures
Director of Photography: Sam Reid
First Assistant Camera: Emmeline Lansdell
Key Grip/Gaffer: Brandon Knudson
Client: CAREERS: The Next Generation
Talent: Gene Principe, Adam Keefe, The marketing team at CAREERS
Location: Heavy Metal Place, Spruce Grove
