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August 2006

IT'S NOT YOU, IT'S US: JETSET STUDIOS & 20TH CENTURY FOX CREATE "BE MY EX" VIRAL SITE IN SUPPORT OF MY SUPER EX-GIRLFRIEND: Creative Agency Jetset Studios Produces Original Online Short Films For 20th Century Fox

Jetset Studios and 20th Century Fox have teamed up to create the "BE MY EX" viral site, a companion site for the theatrical release of "My Super Ex-Girlfriend." Living up to the mantra "Leave Happy," Jetset Studios, one of the entertainment industry's most original and innovative developers of viral media and online marketing campaigns, produced its first original short film series for the viral website www.bemyex.com which focuses on the themes of the hilarious movie "My Super Ex-Girlfriend," starring Uma Thurman and Luke Wilson.

After writing the content for bemyex.com and scripting the accompanying film series, Jetset Studios' Creative Director Russell Scott turned to Upstairs Film to execute the site's key video series elements. Directed by Upstairs Film's Michael Toubassi, Jetset Studios' short film collection -- "Leave Happy: The Right Way to End a Relationship" -- is the centerpiece of a viral web campaign that instructs audiences on the right way to end a relationship as coached by the experts at the Be My Ex Institute (est. 1956). They are a send-up of 1950's health films, complete with an era-appropriate aesthetic and a suitably commanding host, the fictitious Dr. Thorhamer, a bearded, white-coated, relationship expert. Tongue-in-cheek visual lessons and comedic case studies illustrate classic warnings signs, relationship phases and the best methods for a smooth and swift breakup. The website also features the Will You Be My Ex? quiz, the Institute's FAQ, as well as the Top 10 Places to End a Relationship.

Visit the Jetset Studios Website

COMMA SCORES DYNAMIC INTRO FOR 2006 ESPY HIGH SCHOOL ATHLETE OF THE YEAR AWARD

Comma Composer Justin Hori lent his talent to a :30 piece for the Gatorade Athlete of the Year program, which aired during the 2006 ESPY Awards. Hori worked closely with ad agency Element 79 Partners on the piece, which highlights Gatorade's ongoing commitment to honoring the top male and female high school athletes. The ESPY Awards were hosted by Lance Armstrong on July 16th on ESPN.

In this opening piece for the award, Gatorade shows footage of well-known athletes such as Peyton Manning, Derrick Jeter & Lisa Leslie in the present and past as high school students. The intro piece is meant to give people an idea of the purpose behind the Athlete of the Year Award, which honors high school students that excel not only on the field, but also in the classroom and in the community. Collaborating closely with Element 79 Partners Art Director Max Stinson, Composer Justin Hori drew upon his hip-hop background to create a track that was inspired by a Dirty South/Atlanta vibe.

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BMW MOTORCYCLES SMOKES EXPECTATIONS IN NEW VIRAL SPOT WITH HELP FROM NORTHERN LIGHTS

When you think of high performance cars, BMW comes to mind. The same can now be said of motorcycles. Northern Lights editor David Gioiella has lent his talent to a dynamic viral spot for BMW Motorcycles. Touting the K1200R roadster, an aggressively styled, "naked" street bike, the online spot was created by The Concept Farm as part of a teaser campaign.

Griffin Stenger, Farmer/Creative Director of The Concept Farm, turned to Editor David Gioiella, a long-time friend and collaborator (as well as an exotic car buff), for help in making the bike look as aggressive, fast and exciting as possible. Gioiella used a variety of camera angles, jump cuts and fade-to-black techniques to create the dynamism the agency was looking for. For Northern Lights Post, the BMW spot reinforces its commitment to different formats. This spring, the company has already completed ambitious webisode campaigns for USA Network and MSN/Sprite.

Visit the Northern Lights Post Website

IMAGINARY FORCES DESIGNS MEGA TITLES IN "TRANSFORMERS" TEASER TRAILER

Entertainment and design company Imaginary Forces (IF) designed and animated the dynamic title reveal in the "Transformers" teaser trailer. The teaser for the Michael Bay-directed film is online at the official website. IF Creative Director Peter Frankfurt led the team of artists, and IF Art Director Sean Koriakin spearheaded the design and animation for the titles, which employed advanced kinematics and realistic engineering similar to the Transformers characters themselves.

Imaginary Forces, along with several collaborators, were charged with establishing the brand of the film via the teaser trailer. Since limited footage was available, the IF team derived the design for the titles based on artwork and previs drawings presented by Michael Bay in initial meetings. The live-action feature departs from the old "Transformers" cartoons and 1986 animated film by employing a more real-world approach. "We knew there would be limited footage available and only a glimpse of a robot so it was important that we define this new world and aesthetic in the title reveal," explains IF Art Director Sean Koriakin, who was also Imaginary Forces' Lead Animator and Designer. "The title is a detailed piece of architecture that is intricate logical and clearly articulated. In keeping with the film's portrayal of the Transformers, we had to make the title appear as realistic as possible."

Visit the Imaginary Forces Website