Fostering Moments
Client / Foster Fuels
Project Type / Superbowl TV Ad
Role / Full Production
Foster Fuels — Super Bowl Commercial Campaign
Video & Photo Production Work by JE Films
Client: Foster Fuels
Campaign Title: "Fostering Moments"
Placement: Super Bowl Regional Broadcast
Location: Shot on location at Franklin D. Roosevelt’s historic cabin in Central VA
Production Footprint: Period-accurate art direction, multi-era casting, and full-service physical production.
About the Project
In celebration of Foster Fuels' centennial milestone, JE Films produced and directed the regional Super Bowl commercial, "Fostering Moments." Set against the authentic, rustic backdrop of Franklin D. Roosevelt’s historic cabin, the film bridges a century of connection by capturing two distinct, intimate vignettes gathered around a hearth, one rooted in the 1940s and the other in the modern day.
Crafting a seamless transition across generations required meticulous, era-specific art direction, evocative lighting, and a deeply cinematic narrative focus. As a premier video production company in VA, our team utilized the rich history of Central VA to ground the campaign, blending historical atmosphere with premium, art-forward visual storytelling to honor a legacy of warmth and community.
Credits ◿
VP Marketing / Chelsea Harrison
Creative Director / Derek Smith
Propane Marketer / Olivia Beavon
Production Company / Josh Etheridge Films
Director / Josh Etheridge
Executive Producer / Eli Perdew
Producer / Cole Brian
PA / Alexander McPherson
Camera / Logan Patton
1st AC / Caleb Perdew
2nd AC / Chris Tawney
Camera Rental / DC Camera
Set Design / Christine Yepson
Gaffer / Tyler Penrod
Grip / Jared Devin
G&E / Josh Etheridge Films
Boom Operator / Ryan Smith
Camera / Contrast Films, DC Camera
Wardrobe Stylist / Lindsay Patton
Hair + Make-up / Lindsay Patton
BTS Photography / Noah Stone, Vanessa Sick Photography
Edit / Sound / Josh Etheridge
Color / Jacob McKee
Original Music / "" by Caleb Etheridge
Cast
1940’s Mother / Suzie Haines
1940’s Son / Alexander McPherson
Grandfather / Vincent Stov
Grandmother / Frances Cashwell
Family / Sharp Family
Adopted Boy / William G
Special Thanks / Thomas Road Outpost, Contrast Films
Alternative Versions
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Foster Fuels 30sec Superbowl Ad
