John Chuldenko

CNN needed to launch The Movies. It was a great brief, something like “Build excitement for the series by capturing the love we have for cinema. And you’ve got access to our talent.” I thought about my favorite movie moments, then wrote a half-dozen or so spots. The mashed potatoes scene from Close Encounters is pivotal, and the CNN talent were fantastic.

History fans really connect with the History talent, and I wanted to lean into that connection and fandom. When they launched their streaming app, it was like the talent was right there with them. So I thought “Let’s put the talent right there with them.” Fans (and History) loved the campaign. Some days this job is easy.

I love writing rapid-fire anthem spots like this. After all, a fast-paced game deserves a fast-paced creative approach. It clicked from the start, the finished spot unchanged from v1 draft. The graphics looked great, and the launch was a hit. Game. Set. Match.

TNT was launching a show where The Rock motivates people to be their best. Of course, I wanted to see Dwayne Johnson staring down the camera. Beyond that, I just thought about what my dad would say. “I got a problem with problems.” resonated with the client and the audience.

USA needed a fresh creative approach for WWE Raw. I noticed that wrestling has a build, a rhythm, an energy to the matches, and I wanted to reflect that in the meter of the voice over. (good writers think about these things) The client loved it, and I developed a series of these spots as a campaign. Plus I got to watch a lot of wrestling.

Meredith and Steve were airing back-to-back. The client needed a fun, memorable concept that featured both talent, but was easy to shoot in a couple hours. Nothing signals a close friendship like an inside handshake, and I thought the humor would emerge organically as the two pros tried to come up with their own handshake. It’s simple but successful.

This is the spot that people reference all the time when they want talent integrated into movies. I wrote it. It involved a lot of looking at footage and writing bits that would be perfect for Richard. I’ve had so many clients say “You know that Richard Sherman spot?” Yes. Yes I do.

FOX was airing all the episodes of The Simpsons in the new year, so I asked myself, “What would Homer do?” Of course, he’d put everything off and watch TV. That led to “Whatever you have to do, there are 364 more days to do it.” Spell check. Hit send. Move on.

In anticipation of a new season of Deadliest Catch, the client needed a recap of all the previous seasons. Thing is, there are a million seasons. And it had to fit in 90 seconds. And it had to flow and have pacing and dynamic range. The recap had to tell a story with heart and emotion. I watched every episode over a holiday vacation, taking notes and crafting every line. It was brutal, and it all hinged on the delivery of a single fisherman. I’m still shocked I pulled this one off.

I’ve written a million of these. It’s on here in case someone is wondering whether I’ve written a million of these.

Yippie was about to launch a new streaming platform for kids where all the content was vetted and screened, so parents didn’t have to worry about their children seeing questionable material. So I got to thinking, What could one do with all that free time?

When you’re a football fan, it feels like you live with the hosts every Sunday. At least, that’s how I pitched this idea. Of course, when you have roommates, you need some ground rules. Another perk of developing the creative—I get to make everyone Steelers fans.

NFL Network needed to show that their coverage doesn’t stop when the clock runs out. So I positioned the talent as die-hard fans who are always on, always in the know, and always at the stadium. The tents provided a natural transition device from the stadium to the desk, to the field, and back.

When 30 Rock entered syndication, NBC needed a big idea, so I gave Jack a big idea— Create 30 Rock action figures! I wrote and pitched the idea, scripted the dialogue, then flew to NYC to direct the 30 Rock talent, shooting the spot during breaks in the filming the show. It was hectic, but I was prepared, and the cast were absolutely wonderful. The best.

I’ve written a million of these. It’s on here in case someone is wondering whether I’ve written a million of these. But I thought the drink names were clever.

Did I write this? I must have because it's on here. If you're looking for this I do this stuff too.

CBS needed a spot for the Super Bowl. One that would promote their Monday night comedy lineup. I thought I could solve that while also featuring their most well-known talent and their biggest show. Since CSI is all about the murders, What if someone died laughing, and Caruso had to examine the body? Turned out well, and I think the idea still holds up. I should recycle it.

I still can’t believe GSN let me do this. They are a great client. Carnie Wilson was premiering a new series, so I thought I’d rework the lyrics to her biggest hit. I pitch a ton of songs, and only a few make it through, but when they do, it’s magic.

The Hub network was launching a show where parents and kids swapped places. I thought it’d be a kick to shoot grown-ups in kid situations and kids in grown-up situations. I was right.

I love moveable sets, breakaway clothes, and single takes. So when GSN was broadcasting the World Poker Tour I wanted to design a single shot that would follow a poker player from his basement to the WPT championship. It took a day of building and tweaking, and the following day, we got the shot on the 18th take. The Poker stars were betting on how many takes I’d need to get it perfect.

CNBC said the show was called “Car Chasers,” so, of course I’m going to write and direct a car chase. This was a blast, and the cast had a great time. We shut down downtown Lubbock and only got permits minutes before we had to roll camera.

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