The General project shot by Director of Photography Sherman Johnson

The General Insurance "Chips"
Director: Gabriel Olson
Production Company: Turner Studios

The General Insurance “Chips” is a commercial starring Shaquille O’Neal, directed by Gabriel Olson and photographed by Director of Photography Sherman Johnson. Produced by Turner Studios and Art Machine, the campaign was filmed in Atlanta, Georgia. Built around Shaquille O’Neal’s personality and comedic timing, the commercial uses a simple premise and light misdirection to create a series of humorous moments. The campaign allows Shaq’s natural screen presence to drive the storytelling, keeping the focus on performance rather than elaborate production. Photographed on the ARRI Alexa Mini with Angénieux zoom lenses, the visual approach remains clean and straightforward, supporting the comedy while allowing the performances to take center stage. Subtle camera movement and precise framing help reinforce the timing and rhythm of the humor without drawing attention away from the characters.

TECHNICAL

Commercial was shot on Arri Alexa Mini with Cooke S4 Primes and Angenieux Optimo zooms in Atlanta, GA.