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March 2010

Company X Editor Bruce Ashley Cuts the Music Video for “The Weary Kind from Oscar-nominated Film “Crazy Heart”

Director Danny Clinch tapped award-winning Company X Editor Bruce Ashley to cut the music video for “The Weary Kind”, the Oscar-nominated original theme song for the buzz-generating motion picture “Crazy Heart”. Co-written by venerated songwriter/ producer T-Bone Burnett and Nashville’s latest break-through artist Ryan Bingham (New West Records), “The Weary Kind” serves as the film’s closing ballad, powerfully encapsulating the struggles of character “Bad Blake,” played by Oscar nominee (best actor) Jeff Bridges.

Artfully composed with beautiful cinematography, “The Weary Kind” features the raspy-voiced Bingham performing solo at an empty country music dive bar before hours, with vignettes from “Crazy Heart” interwoven. Reflecting the film’s gritty tone, the video leaves an impression of the woeful life of a touring cowboy troubadour such as “Bad Blake.”

“We wanted to offer a nice impression of the film and compliment the story of Ryan Bingham’s performance,” comments Ashley. “Our approach kept the video’s narrative from overwhelming the film itself.”

To view “The Weary Kind,” please go to: www.companyx.tv/news/news01.html

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The Hot Seat: Süperfad and Athletico Take Shakira on a Wild, Animated Journey with Popular Auto Maker

Süperfad has just produced a dazzling animated SEAT commercial for agency Atletico that combines a myriad of animation styles and techniques with live action, visual effects and architectural design. At the center of the eye-popping spot is international superstar Shakira who is about to embark on a European tour, which is sponsored by SEAT.

2D motion graphics & graffiti design, live action with dancers and glitter explosions, 8 bit pixel style animation, full 3D city build & animation and a stop frame animation shoot mixed with 3D characters are all part of the otherworldly commercial.

The spot and brand affiliation link the young, sporty image of SEAT with the musical talent of Shakira, who is currently enjoying great success with her latest album She Wolf.

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Gasket Studios and AKQA/NY Collaborate on Google Content Network

Last fall, Gasket Studios and the creative team at AKQA/NY partnered on the exciting, character-driven launch campaign for the Google Content Network. Aimed at online advertisers, the campaign unveils and explains the unique advantages of the Google Content Network, which allows users to reach more of their target audience, in more places, more often.

Featuring a playful and charming set of characters created by Gasket Studios, the project’s biggest challenge was to capture the attitude and voice of Google. The comprehensive information about the Content Network needed to be communicated in a brand-specific way, known as “Googley.” This gave Gasket a guideline for the characters who needed to be fun, but also smart and accessible.