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September 2005

LENSCRAFTERS FINDS HAPPINESS WITH HELP FROM VERSION2

Award-winning editorial, visual effects and design studio Version2 recently completed a new spot for LensCrafters via ad agency Deutsch/New York. "Happiness" focuses on the idea that unconditional happiness comes to those who are customers of the leading eyewear company.

The :60 spot pops the question, "Happiness, would you like some?" as joyous patrons parade and dance around in satisfaction with LensCrafters' services. The unconditional happiness guarantee means that there is a 30-day no commitment policy on your frames and the ability to keep trying new ones until you find the perfect pair. Meanwhile, motion graphics, which mimic an eye chart, rapidly flash and shift around to spell out key phrases announced by the voiceover. From late-night hours to eye exams to $100 off deals -- with the promise of happiness from LensCrafters, it's no wonder why people are smiling and jumping. "Now where you going to get your glasses?" concludes the VO. "You'll see. We're better."

Visit the Version2 Website

GIRO RACES TO GLORY WITH HELP FROM FINAL CUT EDITOR SARAH IBEN

Ad agency Crispin Porter + Bogusky recently commissioned the editorial talent of Final Cut's Sarah Iben for an energetic spot for Giro helmets. Featuring the tagline, "Worn by the greatest riders in the world," the :30 "Famous" provides a witty glimpse into how the helmets make everyone feel like a professional athlete.

A young man races on a bike along a country road to the cheers of enthusiastic fans -- two men parked along the road yell and ring cowbells, another jumps up and down in a devil costume. Is he the greatest rider in the world? Seems like it in "Famous," in which the teen is treated as a celebrity who cruises over chalk markings proclaiming "Michael!" and is taped by a camera crew on his way into town. He rides through a shouting crowd and then stops at his final destination: in front of a house where his older brother takes the Giro helmet and rides away.

Visit the Final Cut website: www.finalcut-edit.com

KABOOM DIRECTOR BRANDON DICKERSON ENJOYS A SPRING IN HIS STEP WITH FAMOUS FOOTWEAR

kaboom director brandon dickerson recently completed a youthful duo of spots for Famous Footwear that are full of bouncing, dancing enthusiasm. With well-clad feet, a group of twenty-somethings dance and groove, enjoying life and get strappy and happy with shoes from Famous Footwear.

This is the fourth successful collaboration between dickerson and The Hiebing Group, Inc. for Famous Footwear. For this campaign, dickerson drew upon his extensive music video experience garnering expressive performances and genuine enthusiasm from the actors by asking them to respond to unexpected music tracks. With this method, dickerson could focus on the emotion of the characters and the fashion offered at Famous Footwear.

"It was great to collaborate with The Hiebing Group, Inc. again and we all had an excellent time on set," says Dickerson. "I think this fun really comes through with the performances and am very happy with the result."

Visit the kaboom website: www.kaboomproductions.com
More Info: kaboom

CUT + RUN'S STEVE GANDOLFI CREATES HIGH-INTENSITY EDIT FOR NEW ADIDAS SPOT

Cut + Run's Steve Gandolfi recently completed editing a nail-biting, 104 edit spot for Adidas directed by Danny Kleinman via 180 Amsterdam. Rife with excitement and tension, the spot "Impossible Field" shows a battle royale between two soccer teams as they face off on a field comprised only of metal girders suspended in a black abyss. With each strike of the ball, players are picked off one by one. The final shot of a lone falling player is followed by the tagline: Impossible is Nothing.

For the project, Gandolfi edited on location providing Kleinman with a rough edit using footage shot by the director of stuntmen and doubles. The director then shot the spot using the real soccer stars while Gandolfi edited each day on set. The two shoots were then combined into a single edited :60 spot and provided to the Framestore to create the striking visual effects. The result is a heart-pumping spot that takes the traditional 60-second commercial and elevates it to the level of theatrical entertainment.

Visit the Cut + Run website: www.cutandrun.tv
More Info: Cut + Run