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January 2008

ENDLESS NOISE CREATES WHIMSICAL TRACK FOR SURREAL KYOCERA COMMERCIAL

Award-winning music and sound design company Endless Noise recently composed a whimsical track for a new Kyocera commercial. "Butterflies," created by ad agency Vitrorobertson, is an animated fairytale about the merging of Eastern inspiration and Western innovation. The spot takes viewers on a dynamic journey with a mix of painterly strokes and typographic treatment. On the streets of Japan, a stylish Japanese woman uses her Kyocera phone, which takes the form of butterflies and travels across the globe. "The winds of change blow east to west," explains the super, as the Kyocera falls into the hands of a New Yorker on his city streets.

For Endless Noise Creative Director Jeff Elmassian, the challenge was to find a way to infuse traditional Japanese elements with experimental contemporary sounds. "We had to show this voyage from Japan to New York in the ‘East-meets-West' concept through the use of animated butterflies. To evoke a fairytale-like feeling, we incorporated a lot of vocal treatments and ambient textures with Japanese ethnic instruments. Music and sound should work together symbiotically, which is how we typically approach our projects."

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MOTION504 CREATES SLEEK CG IN-STORE CAMPAIGN FOR TARGET

Broadcast design & animation studio motion504 just completed a series of in-store spots for client Target. To promote its Photo Lab and Contact Wireless services and products, motion504 created whimsical and elegant animations, which are screenng in Target stores nationwide. The nine spots for Photo Lab show off the capabilities of the retailer's photo services from printing photos at Target to creating personalized products such as mugs and albums via partners Kodak Gallery and Shutterfly.

The animated vignettes open with a mnemonic of a camera lens focusing and taking a shot, which separates each narrative within the loop. For motion504, the campaign was an opportunity to work closely with the creative team at Target and create unique storylines for each piece.

"Since the content is so similar, our challenge was to make distinctions between the products," explains Andy Reynolds, motion504 Founder/Creative Director. "We got along very well with the Target team. We worked together to tell their brand-consistent story in a very visual way, and are all thrilled with the end result."

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KABOOM'S SAUSAGE & OGILVY KNOW WE THINK LIKE YOU THINK (FOR TIME WARNER)

Following the innovative Ms Dewey for Microsoft, kaboom directing duo sausage have once again turned their talents to the web, this time collaborating with Ogilvy & Mather on an ambitious new site for Time Warner. The site, at wethinklikeyouthink.com, presents enterprising characters who have developed creative and comedic solutions with similar functions to Time Warner's exciting offerings. Those who don't have Polly 2.0 or The Talkatron, for example, can procure effective entertainment and communication solutions from Time Warner.

By clicking on each character, visitors are presented with individual stories, have the opportunity to play a theme appropriate game and learn more about the related Time Warner service. Sausage worked with the agency to cast the perfect actors - those who could embrace the character and bring something special to performance.

Of the characters, the most unique situation came with Polly 2.0 in which the actress had to perform with a two foot-long Macau climbing on and around her. Though trained, the bird had a mind of his own and required a number of takes before he "acted on cue," even seeming to nod in the correct places.

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NORTHERN LIGHTS COMPLETES HIGHLY SUCCESSFUL PROMO CAMPAIGN FOR "LAW & ORDER: CRIMINAL INTENT" FOR USA NETWORK

Northern Lights Editor John Laskas recently completed an ambitious campaign for USA Network to promote its first-run episodes of "Law & Order: Criminal Intent." Spearheaded by Jason Holzman, the network's new VP of Brand Creative, the marketing effort has paid off with the drama series rating as the #1 entertainment telecast for its October 4th premiere, and ranking among the top 10 cable shows in recent weeks.

The launch spots play like episodes of the show, which was a deliberate technique by the USA creative team. Meant to feel like you've stumbled on a re-run of the show, the spots feature the "Criminal Intent" cast in their typical investigative roles, but take very surprising turns. This plays out in the spot "Interrogation" featuring Detective Logan (Chris Noth) who is giving a suspect the third degree before movers come in and remove everything in the room, including the pen and pad in Logan's hand.

Laskas worked closely with frequent collaborator and Producer of USA Network Lori Moretz on the campaign. The two had previously partnered on promos for "Monk," which won Promax Gold awards.

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