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March 2003

NAPA AUTO PARTS FINISHES FIRST WITH COPPOS DIRECTOR TOM SCHILLER

Director Tom Schiller of Coppos created three humorous spots highlighting NASCAR auto racing's finest for NAPA Auto Parts. Ad Agency Fahlgren Advertising called upon Schiller's talents for the three spots - "Dub," "Hardly," and "Impression" - to showcase the quality and value of NAPA's products.

"Dub" begins with sexy women clawing at a trackside fence as Dale Earnhardt, Jr. and Steve Park ogle the lovely auto bunnies. Earnhardt, Jr. asks Park if he wants to know what the best part of auto racing is. Before the obvious answer comes out of Earnhardt, Jr.'s mouth, another mouth dubbed onto Earnhardt's gabber says, "Michael Waltrip." Park concurs, adding that he dreams that one day the whole world would use NAPA products. As the ladies continue to bounce and wave to the boys, only thoughts of NAPA occupy the minds of Earnhardt, Jr. and Park, who admit they think they are "falling in love...with NAPA Auto Parts." "Dub" ends in the editing room where Michael Waltrip gives final approval on a tremendous dubbing job.

"The stars of these commercials are the true luminaries of NASCAR, real celebrities in the South. If I knew who they were, I would have been dying to meet them," explains Coppos Director Tom Schiller. But on a serious note, he adds: "When you turn a camera on these drivers, they make interesting pictures because they and their cars are loaded with graphics and logos. We all had a really great time working together, and I was glad they accepted me, a boy from the North."

HI-WIRE USES CGI TO HELP CEDAR POINT BRING THE WORLD'S TALLEST, FASTEST ROLLER COASTER TO LIFE

While millions wait in anticipation, the animation and design team at postproduction company HI-WIRE has experienced the thrill of the world's tallest roller coaster. Working hand-in-hand with Cleveland advertising agency Liggett-Stashower and Cedar Point Amusement Park/Resort in Sandusky, Ohio, HI-WIRE designed and developed animation that simulates the experience riders will have when the park debuts its 16th roller coaster, the steel scream machine Top Thrill Dragster.

"To maximize our exposure for the announcement of this world-record-setting project, we needed a presentation that would bring the coaster to life and excite and awe viewers," said H. John Hildebrandt, vice president of marketing for Cedar Point Amusement Park/Resort. "The animation created by HI-WIRE put the coaster in the park and created an urgent need to ride the tallest and fastest roller coaster in the world."

To create the 3D animated version of Top Thrill Dragster, the HI-WIRE team led by Rich Haesemeyer, constructed the ride train and station using photos and blueprints for reference and accuracy. Working with Maya, Haesemeyer created a heart-pumping virtual tour with a POV from the ride and an exhilarating 30-second aerial view of the action. Additionally, Haesemeyer incorporated the virtual coaster into a live-action scenic pan of Cedar Point so that audiences can see the majestic landscape of the world's single largest collection of roller coasters. A promotional video featuring the simulated ride was edited by HI-WIRE, which also added motion graphic design elements. BWN, HI-WIRE's sister company, created original music and sound pumping the excitement level up to new heights.

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V12 MOVES INTO BRANDED CONTENT WITH THE XYZ ON ABC FAMILY

Production and branding company V12 was recently selected by ABC Family to shoot a series of one-minute interstitials for the Prime Time branding of The XYZ on ABC Family. The interstitials center on the often contrasting and entertaining views held by men and women on a variety of topics.

Directed by V12 Creative Director Andy Hann (with co-directing assistance from Jason Behrman and Emily Barclay from Revel Entertainment,) "Your Point Is" was shot on DV in a reality television style using cameras on side-by-side sets which were populated according to gender. Provided with nothing more than a general topic - sports, showers, weddings - the men and women improvised various comments and reactions.

The result is a humorous microcosm of male and female views and attitudes, presented as one-minute blocks of mini-programming. The second series "Spy Cam" features groups of people - again divided by gender - swapping stories of romance and conquest, body hair and auto accidents. Random and loose, silly and sometimes provocative, the XYZ Minutes interstitials are currently airing nightly on ABC Family.

RADIUM CREATES GIANT EFFECTS FOR CLEVER RE/MAX CAMPAIGN

Digital visual effects company Radium recently completed three dynamic spots for ad agency Carton Donofrio and client RE/MAX International. "Giant," "Bungee" and "Adjustment" highlight the exceptional quality service offered by RE/MAX Sales Associates to sell your home or help you purchase a new home.

The first spot "Adjustment" emphasizes how RE/MAX sales associates provide home seekers and homeowners a whole new level of service. In this spot, a couple stands on a lawn with their agent as their young son runs around with a cape and goggles. The agent glances at the house and seems displeased by the view of the front door, which is blocked by a tree. "There's a reason why RE/MAX agents average more sales than other real estate people," declares the voiceover. "RE/MAX agents want every transaction to be as perfect as possible." Walking over, she proceeds to push the entire house over a few feet and adjusts the placement of the brick walkway to the disbelief of the family. "With all their experience, they know that a little extra effort can make a big difference to sellers and buyers." Awed by her superpower strength the little boy asks, "Can you fly?" The agent smiles and looks up at the RE/MAX hot air balloon in the sky. The witty spot concludes with the tagline Outstanding Agents. Outstanding Results.The other two spots "Bungee" and "Giant" follow suit, showcasing the outstanding service, expertise and attention RE/MAX associates provide to their clients.