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July 2009

RATTLING STICK’S STEVE COPE AND CUT + RUN’S TIM HARDY WAGE ALLERGY WAR WITH NEW SPOT VIA JWT

The million unseen enemies of the allergy sufferer are at the heart of the new spot for Benadryl titled “War.” With the intensity of gaming footage and the beauty of a naturalists diary, this Steve Cope directed spot for JWT London reaches well beyond the expected commercial for the summer sniffles category as seemingly innocent pollen, flowers and bees are transformed into agents of attack.

Tim Hardy, who has worked with Cope on numerous and award-winning projects (including BBC2 “Elvis” and Guinness “Alive Inside”), was tapped to edit this effects-intensive, microscopic look into what lurks at every turn on those gorgeous & balmy days ahead.

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E*TRADE BANKS ON SPEEDSHAPE WITH VISUALLY COMPELLING CG-ANIMATED HD CAMPAIGN

3D integrated digital production studio Speedshape teamed up with Grey New York to complete an impressive, 12-spot campaign for E*TRADE FINANCIAL Corp. Rendering a myriad of design elements, Speedshape delivered dazzling imagery, highlighting E*TRADE’s latest on-line tools and features, while affirming E*TRADE’s position as a leading online financial service company. Speedshape’s all-encompassing design and production for the campaign included design, previz, editorial, 2D and 3D animation, CG composting, color finishing, as well as shooting all the live-action elements.

The principal “asset” driving the impressive HD spots is a monumental 3D-monitor wall, where subjects seamlessly navigate cutting-edge web features with the touch of the hand, as iconic E*TRADE imagery animates on-screen.

Speedshape designed, modeled, textured and lit the CG monitor wall in a virtual 3D studio environment, which allowed for unlimited variations and combinations of camera moves to be explored and created for each spot. Allowing more wide-range flexibility, the CG wall of monitors could be repurposed in all four spots, with each individual monitor, as rigged, offering multiple movements and actions, creating unique and stand-alone visual experiences with each spot.

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OUTSIDE CELEBRATES BOLD CHANGES WITH TECATE

Advertising agency Adrenalina/NY tapped the talents of Director Steve Ramser and Outside Editor Jeff Ferruzzo to complete the commercial campaign for Tecate Light. The fully-loaded spots (two :30 versions) illustrate Tecate’s take on “change,” highlighting their bold twist on marketing “cerveza.”

The first spot enumerates Tecate’s impact on “change,” featuring triumphant footage of boxing champion Oscar De La Hoya and his contemporaries as he “celebrates bold change” dating back to earlier victories. Dancing hydraulic cars follow and not to mention the unveiling of “Chupacabra.” The second spot flows similarly including action-packed clips of pro wrestler Rey Mysterio, followed by a vicious Chihuahua with the bark of a Rottweiler. The commercial concludes with a signature Tecate fashion statement, as a man who has traded in his Versace Tee for a Versanchez tee.

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