Our Company | About Us | Services | Our Clients | What's New | Events

April 2003

ROOM CAPTURES THE HUMAN SPIRIT IN INNOVATIVE SPOT FOR NISSAN

In a bold, new spot for Nissan, r OO M, a Venice-based motion design company, provided compelling graphics to support and inform the seamless visuals in the :60 commercial, entitled "The Black Experience." As part of the Nissan SHIFT campaign, "The Black Experience" honors the triumphs and advancements of African Americans throughout history.

Emphasizing the progression through time, the powerful spot features the juxtaposition of historical and contemporary figures -- contrasting African-Americans students in 1957, sharecroppers in 1898, and an African American photographer in 1970 to modern day individuals such as Dr. Valerie Smith of Princeton University, Sylvia Rhone, CEO of Elektra Entertainment Group, and Malik Sayeed, the director of this commercial.

The goal with this bold spot is to take the audience on a journey through time -- exploring the boundaries of humanity and reminding people to persevere and achieve. To maintain the "feel" of the spot and direct the graphics accordingly, the creative team at r OO M worked closely with Christopher Davis, Creative Director of True Agency. The designers, collaborating with Davis, came up with the concept of taking the red underscore from SHIFT_ and turning it on its side to create a dial or tachometer look, as if it were a gauge moving through the years that would land on both the historical and contemporary dates.

"We are extremely proud of this spot," concludes Greg Everage, r OO M Executive Producer. "It was great to see how everyone came together, in harmony, to support creatively what this important spot stands for and to prove how daring and influential advertising works in today's market."

FISCHER EDIT'S BRETT ASTOR CUTS VIBRANT NEW SPOTS FOR TARGET

Editor Brett Astor of Fischer Edit recently completed two new spots for Target via ad agency Peterson Milla Hooks/Minneapolis. A long-time collaborator with Target, Astor and the Fischer Edit team completed a new creative :30 versions of "Living in the Red/Spring" and "Swell."

"Living in the Red/Spring" creatively integrates quick cuts that capture young adults as they feverishly dance, laugh, and play with images of groovy beach scenes and exciting games. A heavy rock soundtrack heightens the movements with music composed and licensed by Andrew WK, and remixed and supplemented by Modern Music.

In "Swell," designers and hosts Cynthia and Ilene welcome the viewer into their fashionably decorated home. With rapid action, the spot utilizes quick stop motion to highlight numerous Swell household items. From colorful ice buckets, striped shower curtains and fashionable bedding, no item is left unused at this chic event.

"I especially enjoyed editing 'Living the Red/Spring' because it re-united me with my friend Director Chris Applebaum," explains Fischer Edit's Brett Astor. "He shot this second 'Living in the Red' spot against greenscreen, so there was a great deal of layers. My challenge was making sure it all looked continuous and natural. 'Swell' has a much more straightforward storyline. The agency gave me time on my own to create the rough cuts, and then it was just a matter of fine-tuning."

Visit the Fischer Edit Website
More Info: Fischer Edit

THE TONIGHT SHOW WITH JAY LENO TAPS ZOIC STUDIOS FOR NEW BRANDING AND HD SHOW OPEN

The Tonight Show with Jay Leno kicked off with a new HD show open and logo featuring the visual effects wizardry of Zoic Studios.

The Tonight Show open is a seamless shot that takes the viewer around the country and into the lives of people in various environments, transforming each vignette into a painted mural. Interior and exterior scenes flow creating a window to the world of American life.

Launched by Executive Producer Steve Schofield, and Creative Directors Chris Jones and Loni Peristere, Zoic Studios is a leader in visual effects and CG animation in the commercials, music videos, feature film and episodic television arenas. TV's "Buffy The Vampire Slayer," "Angel," "Twilight Zone" and "Firefly," as well as music videos for Linkin Park, DMX and Mudvayne showcase the talent of the Zoic team. Built on a foundation that allows maximum flexibility and creative product for its clients, Zoic is the Digital Evolution.

The Tonight Show with Jay Leno is from Big Dog Productions in association with NBC Studios.

Visit the Zoic Website
More Info: Zoic

LIFETIME TURNS TO MET/HODDER & DIGITAL BUCKET TO CREATE COMPELLING NEW PROMOS FOR LIFETIME MOVIE NETWORK (LMN)

For the premiere of the new LIFETIME Original Movie, "Homeless to Harvard," LIFETIME Television turned to long-time collaborators Met/Hodder & Digital Bucket to complete a 60-second promotional spot featuring behind-the-scenes footage, interviews with the stars and scenes from the film. Broadcast on LIFETIME Movie Network (LMN), the new spot was also included on an EPK (Electronic Press Kit) to promote the movie, which aired on LIFETIME Television.

In addition, Met/Hodder & Digital Bucket recently collaborated with LIFETIME to promote the cable net's partnerships with major movie studios highlighting theatrical releases. A 60-second spot was created for "Lifetime Movie Network Goes Hollywood" to promote the hit Maid in Manhattan, featuring the film's star Jennifer Lopez, as well as two 60-second spots for "Lifetime Movie Network Family Flicks," featuring the celebrity voices of Walt Disney Films' animated releases The Jungle Book 2 and Piglet's Big Movie including Jason Alexander, Martin Short, John Goodman, and Haley Joel Osment.

"I have been impressed with Met/Hodder's experience marketing television content which is beyond the straight forward, on-air promo package," explains David Chustz, Creative Director at LIFETIME Television. "I find that they really understand promotion from an overall marketing perspective and they always 'get it.' They have dealt a lot with the large movie studios, so they are able to appeal to the needs of both industry and consumer audiences."