Milwaukee company works on Super Bowl XLVI commercial

MILWAUKEE -- A Wisconsin company did post-production for a commercial that aired during Super Bowl XLVI.  "Independent Studios," located in Milwaukee, worked on the commercial for TaxACT.

The Milwaukee company coordinated with an agency out of Iowa and a Los Angeles production company.  Post-production included editing, music composition, sound design, special effects and graphics."Our challenge was to take all of the elements and put it together in an interesting story, and we chose to use humor to capture their attention," Jerry Riedel with Independent Studios said.

Riedel described the commercial: "It tells the story of a little boy who's in the swimming pool, and you're not supposed to pee in the pool, of course, so he goes to find relief elsewhere. After he's frustrated in those efforts, he returns to the pool and the tagline comes up 'totally free, feels good,' which coordinates with TaxACT's motto of free online tax preparation," Riedel said.

The company says it was thrilled to have the opportunity to work on the project.  "It's just exciting to have our work shown on a bigger stage to hundreds of millions of people," Riedel said.

This was Independent Studios' first opportunity to work on a Super Bowl commercial, but they hope they'll have even more opportunities to work on other high-profile projects like this one in the future. The 30-second commercial is set to air during the first quarter of the Super Bowl.