Passing the Torch.

The Priceline Negotiator is one of the most iconic characters in advertising history. Shatner had been playing him for over 25 years, and this campaign was built around a full-circle moment: retiring the original and introducing Randall Park as the new face. The team was picking up something with real cultural weight and had to push it forward without losing what made it work.

Two shoots, 3 weeks apart, two different countries. Los Angeles with Shatner, Warsaw with Randall, each with their own crew and production infrastructure.

With that much time and distance between shoots, the question became how do you make two separate productions feel like one cohesive world. The answer was treating tone as the one constant that everything else had to serve. Once that was the north star, every decision around framing, pacing, and performance had something to anchor to.

From the start, the creative approach was clear: make it feel like a movie, not a commercial.

To bridge the two shoots, the team brought Shatner’s footage to Warsaw and played it back for Randall before rolling. It gave him something to calibrate against so both performances felt connected despite the weeks and continents between them.

Directing Shatner required a different approach entirely. At 94 with 70 years of experience, it was less about giving notes and more about creating the right conditions. Asking questions, letting him arrive at the beats organically, while still landing what the campaign needed.

Early screenings have been strong and the work is already getting shared widely with features in AdAge, Yahoo, and more. It’s a genuine cultural moment for the brand, closing a chapter that’s been running since the late 90s.