{"id":2357,"date":"2010-11-15T19:39:19","date_gmt":"2010-11-15T19:39:19","guid":{"rendered":"http:\/\/www.rustcompany.com\/?post_type=portfolio&#038;p=2357"},"modified":"2026-04-07T21:16:51","modified_gmt":"2026-04-07T21:16:51","slug":"lee-child-61-hours-is-coming","status":"publish","type":"portfolio","link":"http:\/\/rustcompany.com\/?portfolio=lee-child-61-hours-is-coming","title":{"rendered":"LEE CHILD: 61 HOURS IS COMING"},"content":{"rendered":"<div  class='flex_column av-k5pb2t-75b7d0e958fc05802903c25c9bb7f693 av_one_full  avia-builder-el-0  el_before_av_two_third  avia-builder-el-first  first flex_column_div  '     ><div  class='avia-video av-jl3htx-9f87280f60923a5a5ec77987e4f0670c avia-video-16-9 av-no-preview-image avia-video-load-always av-lazyload-immediate av-lazyload-video-embed'  itemprop=\"video\" itemtype=\"https:\/\/schema.org\/VideoObject\"  data-original_url='https:\/\/vimeo.com\/1180966048'><script type='text\/html' class='av-video-tmpl'><div class='avia-iframe-wrap'><iframe loading=\"lazy\" title=\"Jack Reacher Comes to Life: The Making of the \u201861 Hours\u2019 Commercial\" src=\"https:\/\/player.vimeo.com\/video\/1180966048?dnt=1&amp;app_id=122963&autoplay=0&loop=0&controls=1&muted=0\" width=\"1500\" height=\"844\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\"><\/iframe><\/div><\/script><div class='av-click-to-play-overlay'><div class=\"avia_playpause_icon\"><\/div><\/div><\/div><\/div><div  class='flex_column av-haf11x-ac4ee4570ac0c806eb57b8f6b83f3068 av_two_third  avia-builder-el-2  el_after_av_one_full  el_before_av_one_third  first flex_column_div  column-top-margin'     ><section  class='av_textblock_section av-fcn0yd-2249f3a5957366f01077c5cdbc3596cf '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p class=\"p1\">Agency MK-NYC partnered with Rust to produce and direct a commercial announcing the highly anticipated novel <a href=\"chatgpt:\/\/generic-entity?number=0\"><span class=\"s1\"><i>61 Hours<\/i><\/span><\/a> by bestselling author <a href=\"chatgpt:\/\/generic-entity?number=1\"><span class=\"s1\">Lee Child<\/span><\/a>\u2014featuring his iconic character, <a href=\"chatgpt:\/\/generic-entity?number=2\"><span class=\"s1\">Jack Reacher<\/span><\/a>.<\/p>\n<p class=\"p1\">Set against a tone of tension and urgency that reflects the novel\u2019s gripping narrative, the campaign was designed to introduce audiences to the world of <i>61 Hours<\/i> before they ever turned the first page. Rust crafted a visually driven piece that captured the essence of Reacher\u2014lone, relentless, and always one step ahead\u2014while building intrigue around the story\u2019s high-stakes countdown.<\/p>\n<p class=\"p1\">From concept through execution, the goal was to translate the cinematic quality of Lee Child\u2019s writing into a compelling visual experience. The result is a powerful teaser that not only announces the book\u2019s release, but immerses viewers in the atmosphere, pacing, and intensity that have made the Jack Reacher series a global phenomenon.<\/p>\n<\/div><\/section><\/div><div  class='flex_column av-1e26d1-5d2d22d6d5cff44ff12afa8c0e7688b5 av_one_third  avia-builder-el-4  el_after_av_two_third  el_before_av_section  avia-builder-el-last  flex_column_div  column-top-margin'     ><div  class='togglecontainer av-17mp11-fda018a192c11fba86e6eac058f7800c  avia-builder-el-5  avia-builder-el-no-sibling  toggle_close_all' >\n<section class='av_toggle_section av-10bpfp-e90ee5dbe97f04b588406128eefcae80'  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div role=\"tablist\" class=\"single_toggle\" data-tags=\"{All} \"  ><p data-fake-id='#toggle-id-1' class='toggler  activeTitle '  itemprop=\"headline\"  role='tab' tabindex='0' aria-controls='toggle-id-1'>Client<span class=\"toggle_icon\"><span class=\"vert_icon\"><\/span><span class=\"hor_icon\"><\/span><\/span><\/p><div id='toggle-id-1' class='toggle_wrap  active_tc' style='display:block;' ><div class='toggle_content invers-color '  itemprop=\"text\" ><p><b>THe Rust Company<\/b><\/p>\n<\/div><\/div><\/div><\/section>\n<section class='av_toggle_section av-8l1b2t-68a3f4a4ef49340baca90c575b3e95be'  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div role=\"tablist\" class=\"single_toggle\" data-tags=\"{All} \"  ><p data-fake-id='#toggle-id-2' class='toggler   '  itemprop=\"headline\"  role='tab' tabindex='0' aria-controls='toggle-id-2'>Skills Involved<span class=\"toggle_icon\"><span class=\"vert_icon\"><\/span><span class=\"hor_icon\"><\/span><\/span><\/p><div id='toggle-id-2' class='toggle_wrap  '  ><div class='toggle_content invers-color '  itemprop=\"text\" ><p><strong>Skills<\/strong><\/p>\n<ul>\n<li>Cinematography<\/li>\n<li>Photoshop<\/li>\n<li>After Effects<\/li>\n<\/ul>\n<\/div><\/div><\/div><\/section>\n<\/div><\/div><\/p>\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='av_section_1'  class='avia-section av-7hi4id-e057d520ccb7a066a225f1f8c7f7780c alternate_color avia-section-default avia-shadow  avia-builder-el-6  el_after_av_one_third  avia-builder-el-last  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-2357'><div class='entry-content-wrapper clearfix'>\n<section  class='av_textblock_section av-jcup1-f055a53ddccfb9a01de35e87474050b8 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h4 style=\"text-align: center;\">Most Recent Entries<\/h4>\n<\/div><\/section>\n<div  class='hr av-4drx4l-9d87b9673b42351e7e87ce4f5c0948e7 hr-short  avia-builder-el-8  el_after_av_textblock  el_before_av_portfolio  avia-builder-el-last  hr-center'><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n<div  id=\"av-sc-portfolio-1\"  class=' grid-sort-container isotope   no_margin-container with-excerpt-container grid-total-even grid-col-4 grid-links-' data-portfolio-id='1'><div data-ajax-id='7163' class=' grid-entry flex_column isotope-item all_sort no_margin post-entry post-entry-7163 grid-entry-overview grid-loop-1 grid-parity-odd  video-3_sort  av_one_fourth first default_av_fullwidth '><article class='main_color inner-entry'  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><a href=\"http:\/\/rustcompany.com\/?portfolio=unveiling-the-power-of-insights-analytics-at-regeneron-%f0%9f%93%8a%f0%9f%94%ac\" title='Unveiling the Power of Insights &#038; 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