Matt Gustafson
Directing
I direct across formats—branded docs, narrative shorts, interactive experiences. My background in writing and strategy means I start with story structure, but I follow what unfolds on set. The goal is always the same: make something that feels honest and holds attention.
Chili's
The Electric Pickle Show
Creative Director · Director
Chili’s wanted to highlight their new house-made pickles. We wanted to make them unforgettable. After digging into the science (literally), we discovered that running an electric current through a pickle makes it light up. That was the spark—so we brought in one of Daft Punk’s lighting designers and staged a full-blown Pickle Rave.
I directed the campaign video and live activation, blending absurdist energy with high-gloss production. From sourcing rave props to timing lighting cues around glowing pickles, every detail was designed to turn a humble ingredient into a mini-cultural moment.
Narrative short + music videos
Pull
Director
Improvised short film about a love triangle unraveling during a small-town tractor pull. Shot at a real homecoming festival with no script—just performances, passing looks, and the tension of unfinished conversations in crowded spaces.
Also made two music videos in the same vein: Mind Eraser for Growing and Dime Song for Luke Roberts. Small towns, slow burns, documentary texture.
You can check out the full film here.
CoffeeMate
Morning Moments Across America
Creative Director · Director · Story Producer
To launch CoffeeMate 2 Go, we created Morning Moments Across America—a branded video capturing relatable coffee moments in cities across the country.
The goal? Show how CoffeeMate 2 Go fits effortlessly into mornings of all kinds—wherever and however they happen.
I led creative development from scripting to casting to story tone, ensuring each piece felt authentic, localized, and emotionally warm. The campaign blended convenience messaging with character-driven storytelling—and resonated so well, CoffeeMate returned the following year for a new branded video series.
Toyota
Couples Swap Family Recipes
Creative Director · Director · Story Producer
For the launch of the Toyota RAV4, we built a multi-part branded campaign that blended food, culture, and everyday adventure. The series included a couples’ recipe swap video, two taste test segments, a custom Tasty cooking video, and an editorial sponsorship integrated into one of BuzzFeed’s original YouTube shows.
I provided creative oversight across the entire campaign—from story angles and talent casting to scripting, tone, and brand integration—ensuring each piece aligned with RAV4’s positioning while still feeling fresh, authentic, and deeply shareable.
