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August 2010ZOIC STUDIOS HELPS LAUNCH RETURN OF TWISTED METAL
Sony Computer Entertainment reached out to Zoic Studios to produce a compelling live-action teaser trailer to launch the return of Twisted Metal in what proved to be the ultimate E3 surprise. The trailer, which was met with enthusiasm from the gaming industry and fans, marked the directing debut for Zoic Studios’ Levi Ahmu, who worked in collaboration with Executive Creative Director Chris Jones on the project. Featuring a verbal throw-down between classic past and thrill seeking present, personified as taxi drivers, the trailer also includes the return of the maniacal Sweet Tooth. The trailer’s narrative respects the provenance of the title with a wicked wink and nod to what will come with the new release in 2011. The presentation stood out from other E3 offerings with its cinematic tone and pacing. “We approached the project with a predominantly live-action treatment to give it an unexpected twist and sense of mystery,” comments Director Ahmu. “It was exciting working on something that truly surprised viewers and helped to usher in a new era of a legendary game." Zoic Editorial’s Senior Editor Dmitri Gueer says the challenge editorially “was establishing a gritty, hard-hitting pacing aimed at keeping the audience on edge throughout the trailer. We wanted people to feel uneasy with an eerie premonition that something bad, really bad, is about to go down. I realized that the only way to achieve this was by intentionally cutting away to long shots in places where traditionally you would never do it, and juxtaposing shots that run just a tad long with shots that are cut a touch too soon. I am extremely grateful to our Sony client for giving me the opportunity to edit such a monumental project.”
To view, please go to: SWAY STUDIO PARTNERS WITH MEDIA TEMPLE & AMERICAN RED CROSS FOR BLOOD DRIVE
SWAY STUDIO showcased its ongoing commitment to the creative industry, and the larger Los Angeles community, by hosting a Blood Drive through the American Red Cross. Partnering with fellow Culver City neighbor Media Temple, the event was just one in a series of community-based efforts on the part of the creative studio. "It's important to take time out of our daily lives to do something meaningful," says Nicole Reik, Studio Manager for SWAY, who organized the Blood Drive. "Even something small can give importance to the work we do here if we can turn it into something positive for other people. Jason Cohon, our Executive Producer, has been very supportive of these efforts, so we will continue to look for ways that SWAY can give back to the community." Earlier this year, SWAY also helped to celebrate MOPLA – the Month of Photography Los Angeles -- by hosting “A Night of Seduction." Featured celebrated photographers for the evening were Mark Edward Harris and Dean Karr. Hosted by SWAY and KENT Collective, the event was part of ON/PAUSE, Photography in the Creative Work Spaces of Commercial Production Houses. For that event, SWAY also mentored a high school student (Chris Rojas) from Venice Arts, via the Venice Media District/Venice Arts Internship Program. Next up for SWAY is collecting books for Room to Read, a non-profit organization dedicated to transforming the lives of millions of children through literacy. The SWAY-Media Temple Blood Drive was such a success with 33 people donating blood and 27 units collected (this can help up to 81 patients at Los Angeles-area hospitals); it will now be an Annual Event. TWIST DIRECTOR MATT PITTROFF SERVES UP “BRAND ATTITUDE” FOR MCDONALD’S
Twist Director Matt Pittroff has applied his award-winning comedic mojo to a new, four-spot campaign for McDonald’s. The commercials depict hardworking, sharp-witted McDonald’s crew members saving their valued customers---valuable time. Apparently, a few seconds can go a long way. "I think Matt was born to direct this campaign,” says Mark Manion, Creative Director at Hoffman Lewis Advertising. “He brought so much enthusiasm and energy to this project, and it was a great collaboration between everyone involved. Matt's passion for the idea is what drove that. I would seriously hate to see what that guy would do with a few extra seconds." For Twist’s Pittroff, it was the brand-attitude of the campaign that excited him. “A little more funny; a little less sausage biscuit,” he says. “At the end of the day, we are trying to sell more sausage biscuits, but I have to credit the Agency for developing a campaign that went beyond that. They crafted relatable, entertaining spots centered around a very universal premise---what could/would happen if you had a few more seconds in your day. That makes me want a sausage biscuit right now!” According to the Director, this was an ideal creative process from the start. “There was time to think about my treatment and bring something to the spots—a luxury that is not always afforded to Directors,” he explains. “The Agency opened the door for collaboration early, and I happily entered. We even developed one of the spots together.” After production wrapped, the agency team stayed in touch with Pittroff, allowing him to give input during the editorial and post process. “Of course, there are many factors that go into putting a successful commercial campaign together. But I often walk away from a shoot with very high hopes---then I see the edits---and throw up in my mouth a little. Not the case here. The Agency did a great job with these cuts and managed to maintain a pace that suited the comedy.” “This was the kind of job I think every Director hopes for,” concludes Pittroff. “Good boards, great people, totally collaborative. We had a good time and ended up with four great spots. It just all clicked and I credit the Agency for that. They hired me for my sensibility; they knew I was gonna work my ass off and they let me do my job.”
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