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November 2009

Cut+Run's Dayn Williams Puts On His "Playface"; Travels To Japan To Edit New PS3 Campaign

"Playface" is a truly expressive branding campaign via agency Wieden+Kennedy Tokyo for PlayStation in Japan. Directed by Partizan Dark Room's Timothy Saccenti and edited by Dayn Williams of Cut + Run, both of whom traveled to Japan for the project, the "Playface" campaign shows a cross section of 50 Japanese gamers, displaying a range of emotions while playing PlayStation.

Dayn Williams was asked to come on board by +cruz, Creative Director at Wieden+Kennedy Tokyo. Having worked together on the Nike "Like Love" Campaign, Williams was +cruz's natural choice. Dayn approached the project with a complicated ''frame cutting'' technique. He was also involved with the entire creative process, working closely with the agency, director and the color correction and effects talent during each phase of production.

The TV commercials are part of an integrated campaign that includes print and web, including a series of live events and an interactive "Playface" competition.

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Company X Editor Barney Miller Collaborates With Fashion Photogrpaher/Director Stephane Sednaoui

Soho Square tapped Company X Editor Barney Miller and renowned fashion photographer and music video director Stephane Sednaoui to complete a luminous 30-second skin care spot entitled "Power." The spot is highlighted by Sednaoui's signature photographic aesthetic in dynamic live-action.

Editor Barney Miller says "Power" was one of the most unique and challenging pieces - both creatively and technically, as a behind-the-scenes look at creating the spot reveals an extraordinary collaboration and process: the spot was shot entirely on a Canon EOS 5D still camera - no film or RED cameras on set.

"The end result is a beauty spot that looks and sounds different from just about everything you usually see in that category these days," says Miller.

New York-based Shout It Out Loud Music provided the music track, which Company X used to guide the final edits, as well as enhance the spot's overall stylish ambience.

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Royale Unites With MTV Asia For Apl.De.Ap'S "Take Me To The Philippines"

MTV Asia tapped Los Angeles-based motion design & production studio Royale to create the music video for "Take Me to the Philippines," the latest effort by hip-hop artist Apl.de.Ap of The Black Eyed Peas. Created in conjunction with the Philippine Department of Tourism, the video visually underscores Apl's lyric homage to his homeland and serves as a unique medium as part of a greater campaign to promote tourism in the Philippines. Royale Creative Directors/Partners Brien Holman and Jayson Whitmore helmed the video, with a dynamic mix of live-action and 2D/3D animation.

The video embarks fans and virtual tourists on a brilliant journey through the Philippines, guided by the archipelago's hippest national ambassador Apl.de.Ap. En route, an eclectic animated collage abounds of all things Filipino, revealing one-of-a-kind landmarks, exotic wonders and cultural gems such as the Jeepney, whale sharks, Chocolate Hills and more.

Royale says each aspect of the production was characterized by experimentation: from freeform green screen shoots with Apl.de.Ap to rendering eclectic interpretations of Filipino imagery. The end-result is a seamless integration of animation, graphics and live action.

"We're thrilled more clients are tapping into our production capabilities, especially a venerable entity like MTV," says Royale Partner & Creative Director Jayson Whitmore. "From the outset, our mission has always been to deliver hybrid creative solutions -- 'Take me to the Philippines' epitomizes that through a unique medium: it's part tourism spot, part music video."

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Team Detroit/Wunderman Finds 'Asset' In Speedshape, With 2010 Ford Mustang Community Customizer On Yahoo!

Team Detroit/Wunderman turned to 3D integrated digital production studio Speedshape to generate the digital assets for the interactive "community" customizer for the 2010 Ford Mustang on the Yahoo! Homepage. Via an array of pristine 3D renderings generated by Speedshape, the community customizer engages potential customers by inviting them to customize the all-new Mustang to their liking.

Yahoo! browsers are first engaged with five customization categories in real-time before continuing their experience on the official Ford website. The customized Mustangs can then be saved on the user's desktop. From there, the supped-up rides can be showcased in Ford's "Gallery" homepage, which encourages fellow car fans to rate and judge, as well as qualify for the "This Week's Best." Additionally, the customizations seamlessly link to popular social media sites Twitter and Facebook for added sharing.

The Speedshape team worked with a variety of assets, helping create an extended media presence in traditional placements for the 2010 Ford Mustang.

"It's rewarding to help bring our client's online advertising to the next level," says Speedshape's Corey Brent. "We worked closely with Team Detroit to create something that would truly engage the targeted marketplace and, along the way, worked with really great assets. This is a perfect example of the effectiveness of interactive media in the realm online advertising."

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