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April 2004

KABOOM'S GARY SHAFFER SHOWS THE WORLD WITH NEW 47th SAN FRANCISCO INTERNATIONAL FILM FESTIVAL SPOTS

San Francisco's cinefiles will undoubtedly take notice of a new campaign for the San Francisco International Film Festival now airing on local television stations and as trailers in the Bay Area. Directed by kaboom's gary shaffer, these humorous, quirky vignettes link the current practices of San Francisco denizens with international rituals by opening a visual window on each world. The spots connect a transvestite's makeup application to a bushman's face paint, a busking tap-dancer to a Celtic highland high-stepper, and a shopping maven to a pack mule. The spots end with high-energy motion graphics displaying the words: The World. Now Showing.

"I love the concept in that it encompasses a variety of types of San Franciscans and connects them to images from international film," comments shaffer. "The technical challenge was matching our original shots to the stock footage paying attention to small details to make the two sources feel connected. It was a fun challenge of reverse engineering." The San Francisco International Film Festival runs from April 15th -29th. The campaign creative was donated by Young & Rubicam, and several of the creatives volunteered as crew during the shoot.

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RING OF FIRE KEEPS IT LIGHT & HEALTHY IN WITTY NEW SPOT FOR TROPICANA

Leading digital effects studio Ring of Fire recently completed work on a humorous new spot for Tropicana via ad agency Element 79 Partners. The talented artists at Ring of Fire performed extensive CG and animation to create a world where oranges dominate the gym scene.

"CGI World" opens on the Tropicana Training Facility where we see oranges working out to Olivia Newton John's "Let's Get Physical." Some of the citrus characters are making their way around a track while others are sweating it out on treadmills. "Introducing Tropicana Light & Healthy," remarks the voiceover. "One-third less sugar and calories than orange juice and a delicious taste." The oranges dive off a high board and into a swimming pool of juice, jump rope and tackle the rowing machines, as well as participate in a step class. "Counting carbs?" the voiceover continues as an orange measures its waist. "Count on the power of Tropicana new Light & Healthy." The clever spot concludes with two "male" oranges sucking in their bellies as a "female" orange runs by on the track.

"The agency really gave us a great opportunity to collaborate with them throughout the process to develop the initial idea into what you see on screen in the final," concludes Jerry Spivack. "The process began with rough animation tests as we progressed and bounced ideas back and forth. The agency really allowed us to explore some fun areas - it was nice to be given this kind of creative latitude. The most challenging aspect of this project was the short turnaround schedule, but we became very efficient - very quickly! It was a great collaboration on all levels and the process was very streamlined."

LOST PLANET AND AUDIOENGINE FIND HIGHER GROUND WITH NEW VIRGIN MOBILE CAMPAIGN

Creative editorial company Lost Planet and audio post house audioEngine recently applied their respective talents to a new humorous campaign for Virgin Mobile. In the multi-spot campaign, young people seek the advice of theologians and other authority figures to gain the higher truth about telecommunications companies that overcharge patrons and lock contracts.

In one spot, for example, a young man asks a rabbi to define kosher and then asks if a company that "sticks you with an extra 10 bucks you weren't expecting," is kosher. "I don't think that's really an issue of kosher," replies the rabbi. "But is it cool?" queries the young man. "No. It's not cool," the rabbi remarks definitively. In another spot, a young woman asks a politician if being charged to get out of a contract is un-American, while in "Pastor," another woman asks a pastor what happens to the companies that don't go to heaven. "Buddhist" includes some high-level searching about the meaning of good deeds and bad with respect to cellular companies. Ultimately, the company walking on higher ground is Virgin Mobile whose pay as you go program is the ultimate in goodwill and freedom.

Geoff Hounsell at Lost Planet edited the campaign and Rex Recker of audioEngine handled the 5.1 Surround Sound mix.

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MODERN MUSIC & SOUND AND FISCHER EDIT TEAM FOR SECOND YEAR WITH FAME ON TWO NEW SPOTS FOR TARGET RACE

For the second year in a row, Minneapolis-based advertising agency FAME has called upon the talents of Modern Music & Sound and Fischer Edit to deliver the fast-paced action of the racetrack in two new spots for Target. "The Power to Move You" and "Sure Shot" feature racecar drivers Darren Manning and Scott Dixon.

Rick Meyer and Daron Walker of Modern Music & Sound completed music and sound design on the spot, with editorial by Fischer Edit's Tim Taylor and compositing by Fischer Edit Flame Artist Mark Youngren and 3D effects by Nick Hansen. A great example of the sister companies' keen ability to collaborate, the dynamic spots honor Target's racing sponsors, and utilize Target's signature red-and-white colors while featuring members of the Target race team.

"When the situation arises for the right project, we enjoy the opportunity for our sister companies to work together to provide editorial, effects, music and sound design," says Tony Fischer, Owner/Executive Producer of Modern Music & Sound and Fischer Edit. "For a second year, this project is a shining example of what each company can offer individually and collaboratively."

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