Behind the Scenes: Producing BCozzy's High-Energy Television Commercial with Jekyll+Hyde Labs
- Amari Alexander
- Jan 7
- 8 min read
Lights, camera, comfort! Take a peek behind the scenes of the BCozzy commercial shoot. Our team spent 12 hours transforming a Southfield studio into an airport and airplane, capturing every uncomfortable travel moment (and BCozzy's perfect solution). Huge thanks to Jekyll+Hyde Labs for trusting us to execute their creative vision and to our incredible cast and crew who made it all possible.
When Jekyll+Hyde Labs reached out to Sidelight Studio to produce a series of television commercials for their client BCozzy, the innovative travel pillow brand, we knew we had an exciting challenge ahead. As Producer on this project, I'm thrilled to share the journey of bringing their creative vision for "Ben's Favorite Things" to life: a fast-paced, comedic 60-second TV spot designed for national television broadcast.
The Challenge: Translating Creative Vision into Reality
Jekyll+Hyde Labs came to us with a fully developed creative concept and script. Their team, led by Creative Director Paul Perzyk, CEO Dr. Mark Young, and COO Michelle Pike, had crafted a high-energy, relatable commercial that would demonstrate BCozzy's patented travel pillow superiority over traditional U-shaped pillows through humor and real-world scenarios.
Our job? Take their creative vision and make it possible through expert set design, crew assembly, and flawless production execution.
Pre-Production: Building the Infrastructure for Success
Understanding the Creative Requirements
Working closely with Paul Perzyk and the Jekyll+Hyde creative team, we analyzed their script to identify exactly what would be needed to bring their concept to life. The story centered on "Ben Cozi," an energetic brand ambassador who would appear throughout various uncomfortable travel situations to save the day with BCozzy pillows.
Our focus during pre-production was entirely operational: How do we create believable travel environments? What talent do we need? How do we schedule a complex multi-scene shoot efficiently?
Location Scouting and Set Design
One of our most critical contributions was solving the location challenge. Rather than dealing with the logistical nightmare of filming at an actual airport, we identified The Collective Studio in Southfield, Michigan, as the perfect space to work with their existing airplane and airport terminal sets.
During our initial location scout, we identified several challenges with the converted office space: the sets had a DIY aesthetic that would require careful framing, the room lacked proper sound control, and the lighting setup would be crucial to selling the travel environment authentically. However, we saw creative opportunities where others might have seen only limitations.
Our approach focused on five key areas:
Strategic Lighting Design: We worked with our gaffer Gianluca Petrazzi to create a lighting plan that would transform the existing airplane cabin and airport terminal sets, making them feel authentic and professional on camera. Proper lighting was essential to elevate the DIY aesthetic into broadcast-quality footage.
Expert Sound Management: Understanding that the converted office space lacked proper sound control, we brought on experienced sound recordist Sean Demers, whose expertise in challenging acoustic environments ensured we captured clean, professional audio despite the room's limitations.
Precise Camera Placement: Our Director of Photography Calvin Schenck carefully planned every camera angle and lens choice to maximize the existing sets' potential. Through thoughtful framing and composition, we created the illusion of a full airport and airplane environment while working within the space's physical constraints.
Green Screen Preparation: The studio's existing green screen backdrop behind the airport terminal set required proper preparation. We steamed and prepped the green screen to ensure it would be smooth and evenly lit, allowing Jekyll+Hyde to seamlessly add authentic airport terminal footage in post-production, giving the scene depth and realism that would be impossible to achieve on location.
White Cyclorama Setup: For the premium product shots that Jekyll+Hyde had envisioned, we set up a clean, professional white backdrop where BCozzy could rotate on a turntable in that high-end HSN style that builds product credibility.
The result was a controlled production environment that gave us the flexibility to execute Paul's creative vision without the unpredictability and expense of filming in an actual airport.
Assembling the Right Team
A commercial of this scope required not just any crew, but the right crew. Our Director of Photography Calvin Schenck would handle all cinematography and lighting design. Our Assistant Director Chris Gagnon would work directly with Paul to ensure his creative vision was executed precisely in front of the camera. We brought on Gianluca Petrazzi as gaffer, Graham Strachan as key grip, Sean Demers for sound, Kathy Fennessy for wardrobe styling, and Erika Broderdorf for hair and makeup.
For talent, we cast:
James Plyburn as the charismatic "Ben Cozi"
Casey Martin as our middle-seat vacationer
Sonja Cubillo as our window-seat traveler (stepping in when our original cast member couldn't make it)
Andrae Bicy as our aisle-seat businessman
Chad Demchik as our terminal bench traveler
Plus seven background extras to populate our airport and airplane environments
Production Day: Executing the Vision
The Power of Preparation
On October 8, 2025, our full production team assembled at The Collective Studio at 7:45 AM for what would be an intensive 12-hour shoot day. As Producer, my role was ensuring that every department had what they needed, that we stayed on schedule, and that Paul's creative direction could be executed without technical or logistical obstacles.
The production required precise choreography:
1 principal talent requiring a wardrobe change mid-day
4 featured actors in specific travel scenarios
7 background extras
A crew of 12 skilled professionals
3 major lighting setups
9 distinct scenes to capture
Supporting the Creative Director
Chris Gagnon worked closely with Paul throughout the day, translating his creative direction into specific camera setups, actor blocking, and performance notes. This partnership between our Assistant Director and their Creative Director was crucial. Paul knew exactly what he wanted to see on screen, and Chris ensured we captured it efficiently and professionally.
Meanwhile, Calvin executed the technical cinematography with his signature precision. His approach created the dynamic, engaging movement that would keep viewers' attention through the entire 60 seconds, exactly what the creative concept demanded.
Real-Time Problem Solving
Production days always bring surprises. When our original window-seat actress couldn't make it to set, we smoothly pivoted to Sonja Cubillo, who stepped into the role and delivered exactly what Paul's script required. This kind of adaptability (having backup talent ready, adjusting the schedule on the fly) is what separates professional production companies from amateur operations.
Throughout the day, Jekyll+Hyde's team, including Account Executive Michelle Lone and Producer Tricia Girouard, were on set providing feedback and approval. This collaborative presence kept us moving forward efficiently while ensuring the creative vision remained intact.
Technical Excellence in Execution
Calvin's lighting approach replicated the bright, clean aesthetic of modern airports and well-lit airplane cabins that Paul's concept required. Gianluca executed three major lighting setups throughout the day:
Setup A (Plane Cabin): Bright, even lighting that felt authentic to airplane interiors while still being flattering to our talent
Setup B (Boarding Gate): Natural-looking airport terminal lighting with strategic highlights
Setup C (Terminal Bench): Maintaining continuity with our airport aesthetic while ensuring our product and talent were beautifully lit
We moved through our scenes methodically:
9:00-9:45 AM: Middle seat scenario
9:45-10:30 AM: Window seat scenario
10:30-10:45 AM: Wardrobe change for Ben's flight attendant costume
10:45-11:35 AM: Aisle seat scenario
Post-lunch: Terminal and product shots
This scheduling allowed us to maximize our set usage while giving each scene the attention it deserved.
The Final Result
After months of planning and an intensive production day, we're proud to share the final BCozzy commercials that Jekyll+Hyde Labs created from our shoot. "Ben's Favorite Things" brings their creative vision to life with humor, energy, and clear product demonstration. Watch as Ben Cozi guides travelers through common discomfort scenarios, showcasing how BCozzy's patented design solves real problems that traditional U-shaped pillows simply can't address. The spots capture everything we set out to achieve: broadcast-quality production values, engaging storytelling, and memorable moments that make neck pillow comfort genuinely entertaining.
The Value of Professional Production Partnership
What We Brought to Jekyll+Hyde Labs
This BCozzy project exemplifies the value that a professional video production company brings to an advertising agency:
Infrastructure and Resources: We provided the equipment, crew, and expertise that made their creative concept achievable within budget.
Technical Expertise: Calvin's cinematography, Gianluca's lighting, and our crew's collective experience ensured broadcast-quality results that would stand up on national television.
Production Efficiency: Our scheduling and coordination meant that a complex, multi-scene commercial was captured in a single, well-organized production day, maximizing value while minimizing costs.
Problem-Solving: When challenges arose (like last-minute talent changes), our experience and preparation allowed us to adapt without compromising quality or falling behind schedule.
Why Agency-Production Company Partnerships Work
The Jekyll+Hyde Labs collaboration was successful because we each stayed in our lane while supporting each other's work:
Jekyll+Hyde brought creative strategy, brand knowledge, client relationships, and the marketing expertise to craft compelling messaging
Sidelight Studio brought production infrastructure, technical expertise, and operational excellence to execute that vision flawlessly
Paul could focus on creative direction because Chris was managing the set. The Jekyll+Hyde team could trust that their concept would be realized professionally because we'd done the extensive pre-production planning. BCozzy could trust they'd get national-television-quality content because two specialized partners were collaborating rather than one company trying to do everything.
We're excited to continue building our relationship with Jekyll+Hyde Labs and exploring opportunities to provide post-production services on future projects, creating an even more seamless production-to-delivery workflow.
What This Project Showcases About Sidelight Studio
The BCozzy commercial demonstrates what Sidelight Studio does best: partnering with advertising agencies and marketing teams to execute their creative visions with professional polish and production excellence.
Based in the Detroit area, our team specializes in:
Crew Excellence: Assembling experienced professionals who work efficiently and collaboratively
Production Management: Running organized, professional sets where creative teams can focus on the work, not the logistics
Technical Quality: Delivering broadcast-ready content that meets the highest industry standards
True Partnership: Supporting creative directors and marketing teams as an extension of their capabilities
We're not here to reinvent your creative concept. We're here to make it possible.
Working with Advertising Agencies
Sidelight Studio has built our reputation by being the production partner that agencies can trust. We understand that:
You own the creative vision. Our job is executing it flawlessly.
Time is money. Efficient production days respect everyone's budget.
Quality matters. Your reputation is on the line with every frame.
Collaboration works. When agencies and production companies stay in their respective lanes while communicating clearly, magic happens.
Whether you're at a full-service agency like Jekyll+Hyde Labs or an in-house marketing team acting as your own agency, Sidelight Studio provides the production infrastructure and expertise to bring your concepts to life.
Let's Collaborate on Your Next Production
The BCozzy commercial represents the kind of partnership that energizes our entire team: supporting talented creative professionals in bringing their visions to life through expert production execution.
If your agency is developing television commercials, branded content, or high-quality video for clients, we'd love to discuss how Sidelight Studio can serve as your production partner.
Ready to talk about your next production? Contact us to schedule a consultation and discover how our team can execute your creative vision with professional excellence.
About the Author: Amari Alexander serves as Producer at Sidelight Studio, coordinating production logistics, talent management, and on-set operations for the Detroit-based video production company. With expertise in commercial production, corporate video, and branded content, Amari ensures every Sidelight project runs smoothly and delivers exceptional quality.
Keywords: Detroit video production, television commercial production, advertising agency production partner, professional video production Michigan, TV spot production, commercial videography, production company for ad agencies, Jekyll+Hyde Labs, Sidelight Studio, Detroit commercial production
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