Archive for the 'Commercials' Category

United We Stand

In Los Angeles, James Lipetzky directed a piece for United Way of Orange County. Shot over five days on location in Orange County,  Foundation’s Evan Cohen pulled double duty on this shoot as both Line Producer and AD.

The shoot culminated with 50 people on the beach in Newport Beach.  James Lipetzky commented; “I was deeply moved by some of the stories I encountered while on this shoot, of those helped by United Way. The work they do to help those in need really is exceptional.” Stay tuned for more on this piece in the future!

Advertisements

How’s the Weather?

Though it’s been unusually cool in Chicago these days, our L.A. office has been heating up. Check out this latest project we worked on with the folks from High Wide and Handsome.  Working with Production Company Chromatic Films and director James Tooley, we put together these spoof Weather forecast spots for “Rift”, a new video game by Trion.  These are the web spots but they also finished for Broadcast and are airing on SyFy, FX, and G4!

Anna Patel edited all the spots while Jamin Clutcher handled the graphics.  Color by Tom Rovak, audio mix by Ryan Pribyl, and produced by Stacy Paris; as always, a true team effort from our brilliant staff.

Flying High

Award winning editor Jonathan Del Gatto, recently joined the Foundation team in Los Angeles and Chicago as an editor/director. We are thrilled to be associated with Jonathan (who really is his own brand!).

Check out this piece he recently directed for United Airlines. Click the picture to view!

Btw, as a side note,  we heart Herbie Hancock!

Artist Profile: Matt Egan

People may claim they are a “Jack of all trades” but how many of them can truly back that statement up?

Experience proves Matt Egan can.

Having been with Foundation for 4 years, Matt has honed his skills in the edit bay and in the studio as a director.   He is a frequent collaborator on the Target Brand and often works with Foundation’s directing duo, Focus Creeps on their branded style of music videos including two videos he edited for the band Girls, Cass McCombs and most recently Cold Cave on the Matador label.

Another example of Matt’s expertise as an editor is his work on the Illinois Lottery spot.  While the graphics were the largest component of the spot,  it was Matt’s edit and attention to sound design that brought it all to life. “When people see a graphic spot they don’t understand how much the edit really matters- there is a subtle art direction to it. The music, the color correction and an editor’s personal timing- a spot can really rock or not based on those things. For the Lottery spot as well as other 3D spots I’ve worked on, I direct what’s happening on screen in virtually the same way I direct in the studio – except it can be even more liberating in that you can put a light, camera or the point of interest anywhere with out any obstacles or set up time.”

As a director, Matt has probably tried every technique imaginable on our stage and it is not uncommon to see Matt splattered in food or paint, soaking wet or coming up with other interesting uses for plexiglass or even the rug that he used recently as a background in our video for Elizabeth & The Catapult “RACE YOU” which debuted on VEVO last week.  He is something of a “method director”.

Matt directed and edited a spot for Target to promote their reusable bag program. The creatives came to us with the idea of a sequence of bags jumping out of one another like Russian nesting dolls.  Matt decided to achieve this through stop motion animation.  Egan says “Target work is always fun because of how far they push the creative. On this particular project they wanted us to give these bags some personality as well as get the point across that you save 5 cents every time you use them.”  With Matt’s savvy in motion graphics he was able to work closely with our graphics team to achieve that “personality” and work seamlessly with the green screen elements.

Whether he’s editing, directing or doing double duty, Matt is a true creative force who is always pushing the creative boundaries.

It’s An AD World…

There is a new film which just came out this weekend, playing in select theatres, about the advertising industry. “Art & Copy“, directed by Doug Pray is a film about the ins and outs, the truths and the faults of advertising’s “creative revolution” and cultural impact. The film won the award for best documentary director at the Atlanta Film Festival and is sure to be a real treat for anyone involved in the ad world!

adcopy

Perhaps it was Pray who summed it all up in his statement of the film when he said “Hate advertising? Make better ads”

If you’re in Chicago…Check it out with our good friends at the Music Box theatre! See here for tickets: http://www.musicboxtheatre.com/features/art-copy

McCafe Your Day!

A while back we shot R&B artist Dwele for McDonald’s new line of signature coffee drinks, McCafe. You may remember this post back in January?

Anyway…if you’re in Chicago on June 18th and you like coffee and neo-soul/r&b music…you may wanna check out this event!

mcafeDay_eblast

“Interweb” the Rainbow

“Taste the rainbow.”

It’s probably one of the most recognizable slogans in recent brand history – right?

So- how does a huge brand like Skittles stay relevant in a “web 2.5” driven world? Easy…it adapts!

Have you been to skittles.com recently? Basically, they’ve incorporated some of the world’s leading social and shared-media networks to support their web persona, proving the social significance of the chewy fruit candies!

800px-skittles-louisiana-2003

You’ll first notice when visiting skittles.com that you are prompted to enter your age. After this, a widget appears in the upper left hand corner of the homepage which is their youtube page! Obviously, youtube is a great way to showcase the brand’s popularity amongst everyday “consumers” while keeping up with their tried and true “viral” videos that have driven the brand for so long!

Now, this is where it gets really cool for a social media nerd like me…say you want “just the facts”, click on “Products” and you don’t end up at some obviously skewed page powered by marketing geniuses…instead, you are swiftly whisked away to Wikipedia! The same thing goes for “Friends” and “Chatter”, which redirects you to their facebook page and their twitter feed.

Who knew a product created in the seventies could be so… innovative!?!

I think it’s a brilliant move by Skittles and I wonder how long before we start to see a copycat campaign by that “other” multicolored candy coated confectionery….


Blog Stats

  • 37,916 hits

Archives

Advertisements