THE TOP SPOT OF THE WEEK

THE LEADING NEWSWEEKLY FOR COMMERCIAL, INTERACTIVE, & BRANDED CONTENT PRODUCTION Click Poster To View Spot > A DCA Business Publication Volume 46 No. 11, April 1, 2005 www.shootonline.com This Week Grass Valley The Road To NAB: Autodesk To Adopts New Unleash A Toxik Environment Spot Spirit Industry Awaits Avid And Apple Developments; HD Tools To Figure Prominently By Carolyn Giardina Columns PARIS—Grass Valley, a division multi-user access to centralized media and metadata, data By Carolyn Giardina of Paris-headquartered Thomson, is management, versioning management, and a creative toolset. transitioning its commercial LAS VEGAS—For many commercialmakers, the biggest “It’s a brand new architecture,” explained Martin Vann, offering from the Spirit Datacine, which change at this year’s National Association of Broadcasters Autodesk Media and Entertainment’s VP, worldwide sales and made its debut in ’96 and went on to (NAB) Convention may be the absence of a Discreet-branded marketing. “It was, from the ground up, designed to address become a standard in the commercial booth. The Montreal-based Autodesk subsidiary and developer creative tools used concurrently by multiple people—from postproduction industry, to the new Spirit of the popular Flame has been renamed and rebranded small groups to literally hundreds of people. It was focused 2K , which will be introduced this month Autodesk Media and Entertainment (SHOOT, 3/25, p. 7). The initially on features, but expanded for features to commercials at NAB. Service and support for Spirit question is, will this feel like the same Discreet—the wildly to broadcast.” Datacines—of which there are roughly popular company whose giveaways have included rolling paper The company believes Toxik—a modular and customizable 260 in use worldwide—continues and condoms, and whose demos have included system—would co-exist with its advanced products including uninterrupted. the faces of their management team to the bodies of farm Discreet Inferno for compositing and Discreet Lustre for color “The key market for the new ScreenWork animals? grading/ work. “Flame is the hero station To find out, remember to seek the Autodesk logo—then for client supervised work; Toxik runs on generally low cost get ready for some radically new technology. hardware, we supply software,” Vann explained to differentiate After more than five years in development, the company is the application of each. “When working on Flame and Inferno, TiVo Plays unveiling Toxik, a software-based creative work environment they’re often working on tight deadlines. Toxik is for people designed to facilitate the collaborative process with a “Tag” With productivity boost. Toxik is designed to enable simultaneous Ad Features By Robert Goldrich Kuntz & Maguire Part Ways; Maguire Heads to GSP ALVISO, Calif. — The ad-friendly By Emily Vines Francisco, on April 11. sounds like a cliché, but I think change strategy unveiled late last year by TiVo LOS ANGELES—The directing team of The desire to write again propelled is always good and I’m excited,” Kuntz (SHOOT, 11/26/04, p. 1) is now starting Kuntz & Maguire — Tom Kuntz and Mike Maguire to make this decision. “I love said. “Mike and I had a great [working to be implemented. Over this past Chief Marketing Maguire — of bicoastal/international Tom more than a brother,” Maguire said. relationship], we had a really fun way of weekend, TiVo released the first in a series Executive Series Morton Jankel Zander (MJZ) is amicably “He has been like my best friend for working, but I’m excited to be working of advertising features—fast-forward parting ways after 10 years of working the past ten years—it was not moving on my own. I think directing as a team “tagging”—to a random, relatively small together. Kuntz will remain on the roster away from anything, it was just moving obviously can and does work but it also number of subscribers. at MJZ while Maguire will move into towards something.” has a lot of complexities to it. So I am Via tagging, when viewers fast- the position of associate creative director Both men report happiness in their excited to work in an arena that doesn’t forward past an ad, an embedded graphic at Goodby Silverstein & Partners, San new situations and for one another. “It have those complexities.” pops up on screen to notify them of

1 Spot.com.mentary By Robert Goldrich Wayne Pedzwater fter a long battle with scene for some 25 former, it represented his bread-and- and fitness. Ironically, cancer struck a I first heard about Wayne’s stomach cancer, Wayne years, Pedzwater butter work as he played on literally man who was otherwise physically fit passing in an e-mail sent by DHMA APedzwater passed away at was accomplished thousands of spots. From a personal and active. Pedzwater loved the great VP/business manager Jan Horowitz, home last month, surrounded by in commercials, standpoint, it was through the ad biz outdoors and was an avid cyclist, who is also national president of family and friends. He was 48. TV shows, feature that he met his wife Patty Forbes averaging 10,000 miles a season. the Association of Music Producers A renowned bass player and films, the record Pedzwater who was a music rep for Pedzwater is survived by his wife (AMP). She wrote simply, “Sad news mainstay on the New York session album/CD industry 12 years, handling such New York Patty, his mother Loretta Polczynski, his this morning. Wayne Pedzwater died and on the touring circuit. He began music houses as David Horowitz sister Paula Johnson, as well as many last night. …Beloved of many in his career right out of Berklee Music Associates (DHMA), Rocket nieces, nephews and countless friends. music and our broader industry.” College of Music when the legendary Music, Michael Levine Music and

THE LEADING NEWSWEEKLY drummer Buddy Rich heard him Mambo Music. It was at DHMA that FOR COMMERCIAL, INTERACTIVE, & BRANDED CONTENT PRODUCTION play and tapped him to be the bass they first met. April 1, 2005 player for the Buddy Rich Orchestra. Perhaps most telling about Volume 46 • Number 11 Eventually, Pedzwater became a the Pedzwaters is that the industry EDITORIAL Post-Its soloist with the band, performing opened its heart to them. During the Publisher & Editorial Director • Roberta Griefer 203.227.1699 ext 13 • [email protected] all over the world and on national latter stages of Wayne’s illness—with Los Angeles-based Zoic Studios has added Leighton Greer as senior Editor • Robert Goldrich . health insurance running out—Local producer of commercials, and John Shirley as senior compositor. 818.884.2440 • [email protected] Prior to joining Zoic Studios, Greer was a producer at L.A.-based Entity Senior Editor/Creative & Production • Kristin Wilcha In 1980, Pedzwater moved to 802 of the American Federation of 203.227.1699 ext 16 • [email protected] New York and took hold as a session Musicians set up an emergency relief FX where she worked on the feature Hitch. Earlier, she worked at Sr. Editor/Technology & Postproduction • Carolyn Giardina A52 fixture in the Big Apple, recording fund for the Pedzwaters. AFM Local Santa Monica-based , producing effects for such high-end spots 310.581.5750 • [email protected] as Nike “Before” and “Move” for Portland, Ore.-based Wieden & Reporter/Associate Online Editor • Emily Vines with such artists as John Lennon and 802’s Wayne Pedzwater Fund is a Kennedy. John Shirley comes from Das Werk, Frankfurt, and most 323.874.4659 • [email protected] Yoko One on the “Milk and Honey” testament to the warm feelings and Contributors recently Encore Hollywood….Digital post house Match Frame, Austin, album, Jeff Beck and Robert Plant as high regard he generated throughout Fred Cisterna, Tom Soter, Christine Champagne, William Texas, has hired Jessica Coats Berry as senior producer. She brings Dunlap, Arthur Smith one of the Honey Drippers, Terence music industry ranks. Production & Circulation • Gerald Giannone an agency pedigree to Match Frame, having served as a senior pro- 203.227.1699 • [email protected] Trent D’Arby, The Rolling Stones This was also reflected in a benefit ducer at GSD&M, Austin, where she worked on jobs for such clients as and Michael Jackson. Pedzwater also last November in which musicians OFFICES Southwest Airlines, the U.S. Air Force, CBS Sports, Fannie Mae Main Office • 21 Charles Street #203 • Westport, CT 06880 toured with Blood, Sweat & Tears, performed at the Cutting Room in and Pennzoil. Prior to GSD&M, Berry ws a producer at The Richards 203.227.1699 • Fax: 203.227.2787 West • 6520 Platt Avenue, #575 • West Hills, CA 91307 Paul Simon and Bette Midler, among Manhattan. The fundraiser was simply Group, Dallas. Earlier she was a senior producer at Mullen in Wenham, 818.884.2440 • Fax: 203.227.2787 other noted performers. billed as the “Pedzwaterpalooza” Mass….Editor Mike Douglas has joined the roster of Cut+Run, New © 2005 DCA Business Media LLC Pedzwater’s talent and musical An Internet search for Wayne York. He was last editing as a freelancer via Mad River Post, New York, All rights reserved. No part of this publication may be repro- duced, stored in any retrieval system, or transmitted, in any diversity made him a favorite choice Pedzwater—and his given surname cutting comedy campaigns for Capital One, Bud Light and Arby’s. form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission Chickonkey of the publisher. with varied artists, ranging from Garth Pedziwiatr—uncovers innumerable Prior to that he was with , New York. He first established For Print Issue Subscription Service Inquires and Brooks to Placido Domingo, Jimmy articles chronicling his work, himself as a full-fledged editor at Mackenzie Cutler, New York. Cut+Run Subscription Orders, Please call: 1.847.763.9620 Webb to David Sanborn, Carole King spanning varied musical genres also maintains operations in Los Angeles and ….Homestead For e.dition subscription inquires email: Editorial, New York, has generated industry buzz with its first feature, [email protected] and Jewel. and underscoring his reputation for made through its independent production company, aWounded For SHOOT custom reprints in quantities of 100 or more please The advertising industry was artistic virtuosity and versatility. contact 651.415.2300 or [email protected] Knee. Titled Noise, the feature played successfully on the festival cir- SHOOT e.dition published weekly except in January, July, a vital part of Pedzwater’s career Outside of music, he was for August, and December when twice monthly. cuit and has been acquired by ThinkFilm for distribution…. Produced in U.S.A. and personal life. Relative to the much of his life the picture of health 2 3 NEWS NEWS NEWS NEWS NEWS NEWS NEWS NEWS NEWS NEWS NEWS NEWS NEWS NEWS NEWS NEWS NEWS NEWS NEWS NEWS NEWS NEWSNEWS NEWS NEW Directorial Duo Splits; Maguire Returns To Agency Side Agency Update By Kristin Wilcha

Further explaining his take on New Faces Erika Best is joining Amalgamated, New York, as head of pro- the situation, Maguire noted, “I never duction. Also joining the shop are producer Andrew Tucci, copy- thought of it as it came time to move out writer Alexandra Sann, and Adam Tompkins…. of MJZ and move out of the directing Ann Hayden is joining Saatchi & Saatchi, New York, as cre- partnership…If I could have it my way, ative director worldwide on the General Mills account. She had I would work at Goodby Silverstein been managing partner/executive creative director at Young & and work at MJZ and work with Tom Rubicam, New York….James Consolantis is joining Publicis & Hal Riney, San Francisco, as senior VP/worldwide group because I love all of those things. But, creative director for the Hewlett-Packard account….Copywriter unfortunately, you can’t do all of them Erik Fahrenkopf and art director Anthony DeCarolis are join- and for me, I had to go where my heart ing davidandgoliath, Los Angeles. The pair comes over from was leaning and that was the idea of Seated in foreground: Tom Kuntz (l) and Mike Maguire (r). Deutsch/LA…. getting back into writing.” The directors’ last project together a filmmaker.” Propaganda as a directorial team Account Movement Jaguar has selected Euro RSCG Worldwide, New York, to was a package of three :30s for Citibank Meanwhile Maguire said he is and in ’01 signed with MJZ. through Fallon, Minneapolis, which is handle its ad account….PacifiCare Health Systems, an insur- ready to work on anything and might Their clients include Monster.com ance provider, has consolidated its ad account at Deutsch/LA…. currently being edited. even direct some of the work he will (UK), Visa and Virgin Mobile. In ’03, Burt’s Bees has awarded ad duties to Brand Buzz, New York, Kuntz said he will continue to write. the directing duo won a Bronze Lion a part of Young & Rubicam Brands…. concentrate on commercials and music Kuntz and Maguire met in the Peace at the Cannes Advertising Festival for . When asked if he will continue Corps before joining kirshenbaum two spots in a Budweiser campaign, to helm comedy, he said, “I think bond & partners, New York, in 1995— “Birthmark” and “Loaded,” through Grass Valley To Unveil New Spirit generally I tend to solve problems in Kuntz as an art director and Maguire DDB Chicago. The two men also can scan to 2k at a rate of up to 30 some kind of way that makes you smile as a copywriter. From ‘98-‘99 the duo directed a feature, The Onion Movie, machine is commercial houses—it’s the frames per second. Zell reported that or laugh. But I don’t see myself just worked as a writing/directing team in which does not yet have a release date. market of the Spirit,” reported Joachin the Spirit 2K will have a similar feature continuing on being a quote unquote MTV’s on-air promotions department. Maguire said there is a possibility Zell, Grass Valley’s postproduction set to the original Datacine, and will comedy director. I’d rather be more of They then joined now-defunct they will work together again, but his marketing manager. The Spirit 2K is also include many of the features in its focus is on this new chapter. Speaking designed to support standard definition, highest end Spirit 4K, which scans up TiVo’s Ad-Friendly Initiative Hits Marketplace for himself and his friend he said, “It high definition and 2k (10-bit) data; it to 4k (16-bit) data. them to gauge consumer interest. This feels new, it’s really invigorating.” “The Spirit 2K, with a seven years the commercial. If the pop-up tag is of interactivity was part of TiVo’s recently interest to a prospective consumer, he or struck distribution deal with Comcast. of R&D difference from the original she can request to see more and to access TiVo’s stock rose upon last month’s Spirit, is newer technology… It is more information. announcement of that arrangement modular and upgradable to the 4K,” The initiative is a far cry from the whereby TiVo service will be made added Zell. commercial-skipping capability that widely available to Comcast customers Grass Valley is notifying its sales made TiVo famous, if not infamous, in most of the cable company’s U.S. channels of the change; the company in some circles of the advertising markets. community. The new feature enables Additionally, TiVo and Comcast said the sales force would be offering clients to still have a chance of reaching plan to team on the development of a further information to customers. At consumers even when they fast-forward version of the TiVo service for Comcast’s NAB, Grass Valley will be taking past commercials. existing digital recording platform. TiVo orders for the Spirit 2K, which is Tagging is among a series of planned intends to devise software that will be expected to ship shortly after the features that could potentially generate incorporated into Comcast’s current information for advertisers, helping primary platform. show. 4 NEWS NEWS NEWS NEWS NEWS NEWS NEWS NEWS NEWS NEWS NEWS NEWS NEWS NEWS NEWS NEWS NEWS NEWS NEWS NEWS NEWS NEWSNEWS NEWS NEW The Road To NAB... A Look At What To Expect In The Editing & Compositing Space AJ-HD3700B D-5 HD mastering VTRs to be used for various working on a pipeline and are more interested in the productivity HD production and postproduction tasks by two of its operating of multiple artists.” divisions, Postique and hdstudios. This is one of many sales that NAB goers will hear about that Toxik’s creative capabilities include Reaction (the company’s ����������������������������������������� next generation 3-D composting environment), tracking, keying, signal HD movement in advertising production. “Regardless of whether their work originates in film or HD, we’re encouraging and color correction (based on Discreet development, not the Web portal so customers can clients to move to HD post,” explained Postique senior editor Jeff Colorfront technology found in Lustre). The software operates seek additional information Fleck. “Not only is the quality better, but they will also have an on Windows and Linux operating systems; it is resolution and interact with other HD master available for any subsequent release—and they’ll be independent, and can work with any third-party storage. users; Autodesk Consulting familiar with the process. Built into the workflow are advanced media management Services will be available to “The Panasonic VTR is operating seamlessly with our film tools, which maintain a database of shots and related metadata; help implement the Toxik transfer (Spirit Datacine) and online (Quantel’s eQ) systems and is this offers a standard system of naming, managing, and storing environment. all versions of shots—a key element when multiple artists are compatible with standard-definition tapes, a critical consideration AVID AND APPLE working on a single shot. as Grace & Wild has been working with Panasonic D-5 equipment Also designed to improve workflow are automated overnight As for the rest of the for years, ” he said, adding that the AJ-HD3700Bs has already rendering capabilities. And, since the company expects interaction editing and compositing space, been used on several national advertising campaigns for Doner between Toxik and the advanced Discreet systems, the “glue” is attendees can expect to see (Southfield, Mich.) clients, including Minute Maid (the Simply highly important. So the company reported that its SAN (Storage Area continued movement toward Orange brand) and Circuit City. Network) could be used to move shots between the Toxik environment high definition, with more ADDITIONAL NEWS robust and cost effective HD and advanced systems such as Discreet Inferno or Lustre. On April 19, Avid President and • Lightworks, which was used by Academy Award winning tools; they will also see some CEO Dave Krall will keynote the To make Toxik customizable, Autodesk Media & editor Thelma Schoonmaker, ACE to cut The Aviator, will be young technologies to support NAB Super Session “Look Before Entertainment reported that it will have an API that allow facilities on display with version 2.0 software—its second upgrade since the new HDV format. You Leap: The Dollars and Sense to develop custom tools, and a library of scripts and support Gee Broadcast purchased the Lightworks system in May 2004. Companies making of Transitioning to HD.” documentation that can be used to develop scripts to automate New workflow features include direct transfer of a Lightworks news in this space will in all customer processes. Touch timeline into a Digital Fusion or Combustion workspace likelihood include Tewksbury, Mass.-based Avid Technology The core Toxik technology was originally unveiled at NAB for effects work. 2002, incorporated in two prototype systems called Strata and and Cupertino, Calif.-based competitor Apple, both of which are maintaining their silence as NAB approaches. This has prompted Mezzo, which never shipped. Instead, then-Discreet sought much • Cambridge, Mass.-based GenArts,, will be featuring its entire much speculation and rumors about the plans in these camps, but customer feedback and went back range of plug-ins, including Sapphire plug-ins on Avid Xpress Pro for the real story, we may have to until April 18. On that day at to work on a new system. HD, Adobe After Effects, Adobe Premiere, and Apple Final Cut Pro NAB, Apple is scheduled to make its announcements at 11 a.m. In recent months, the beta . PST; and Avid will follow at 5 p.m. program expanded to 28 sites, • Artbeats, the Myrtle Creek, Ore.-based provider of royalty-free Recently, Avid announced an agreement to acquire Mountain including Santa Monica-based , will showcase many new High Definition (HD) View, Calif.-based Pinnacle Systems for $462 million—a deal companies such as Asylum, R!OT, international lifestyles collections, including: Central American that is expected to close in the second or third quarter of this year. and Radium; London-based The Culture, Andes Culture, East Africa Culture, Holy Land, Middle As a result, Pinnacle will have its separate NAB booth, and the Moving Picture Company and East Culture, Southeast Asia, South Pacific, Faces of the World two companies will have to act as competitors. But since the deal Framestore-CFC (which also and Children of the World. Artbeats will also feature its new seems to primarily involve broadcast and consumer tools, don’t maintain an office in New York); adolescent lifestyles collections, including: College Life, School expect this element to have much impact on the post market at Sydney-based Animal Logic and Days, Going Out, Teen Life, Teens on the Edge and Portraits - this show. Digital Pictures; and Montreal- Teens. based Buzz Image Group. HD MOVEMENT The new Toxik system is On April 20, Ascent Media Group Additional companies that will be touting HD usage include • Red Giant Software will exhibit Magic Bullet Suite version expected to ship in the summer; President and CEO Kenneth S. Secaucus, N.J. based Panasonic, which will be promoting its 2.0, comprised of 18 After Effects plug-ins, delivering a complete on site and classroom training Williams will keynote the NAB popular D-5 HD format. Recent sales included delivery to production pipeline for processing digital footage for output will be available. Autodesk Media Super Session “New Technolo- Farmington Hills, Mich.-based Grace & Wild of eight Panasonic to DVD, TV, or film; Film Fix restoration software; and a new gies for Digital Media” & Entertainment has deployed a version of Knoll Light Factory. 5 TOP SPOT OF THE WEEK TOP SPOT OF THE WEEK TOP SPOT OF THE WEEK TOP SPOT OF THE WEEK TOP SPOT OF THE WEEK TOP SPOT OF TOP SPOT Dir. Vance Malone Rolls Out The Red Carpet For Female Sports Fans OF THE WEEK Ground Zero-Created Commercial Raises The Bar To Depict How ESPN Is “Changing” Client ESPN “putting one camera at shoulder height where it Agency By Christine Champagne was easy to operate and pointing it right down Ground Zero, Marina del Rey, Calif the middle of the room and using one light, new ESPN spot titled “Changing” Court Crandall, creative director; Jeff Lable, art director; from the side,” Malone explained. (:30) finds two guys sprucing up a Tom O’Connor, copywriter; Monique Veillette, executive dive bar. Among other things, we “That approach allowed us to have quick set ups producer; Michelle Price, producer. A and quick turnarounds and allowed us time to see them washing windows, scraping gum off brainstorm on the set.” the underside of a table, dousing the joint with Production Company deodorizing spray, tearing down a poster of a One of those brainstorming sessions resulted Food Chain Films, Portland, Ore. in the great scene in which one of the guys walks hot chick and carefully arranging potato chips Vance Malone, director; Joe Meade, DP; David Allen the length of the bar spraying the deodorizer into on a paper plate. At first, one wonders why these Cress, ; Brad Goldthwaite, producer. the air. bar keepers—hardly Martha Stewart types—are Shot on location in Portland. going to the trouble. Then it becomes clear what Once the shoot wrapped, the mono- monikered Katz of Cosmo Street, Santa Monica, their intentions are when the words, “Welcome, Editorial Click Poster To View "Changing" Calif., cut “Changing” into :30 and :60 versions. ladies” appear on screen, and one of the guys Cosmo Street, Santa Monica, Calif. (As of press time, the :60 had not aired, although turns on the bar’s flat-screen television, tuning built the spot in a way that they could construct Katz, editor; Thomas Immer, assistant editor; Yvette Crandall reported that it might get a cinematic it in to ESPN. it in post, so that we weren’t locked in from one Cobarrubias, executive producer; Carolina Wallace, run.) Created by Ground Zero, Marina del Rey, shot to the next.” producer. Malone was thrilled with the final cut. “They Calif., and directed by Vance Malone of Food Post/ HUMOR ON TAP actually took all of the scenes that I thought Chain Films, Portland, Ore., “Changing” sprang R!OT, Santa Monica. from ESPN’s desire to make a concerted effort “Changing” was shot in one 12-hour day on were the most fun and put them on the screen,” Siggy Ferstl, colorist. to get more women to watch the sports network. location at Portland’s Skyline Tavern. “I think Malone said. “I had anticipated the scraping of “We wanted to offer [that message] up in a we scouted every bar within a five-mile radius the gum landing on the cutting room floor, but it Brickyard VFX, Santa Monica, Calif. Patrick Poulatian, online editor; Diana Young Gomez, fun way,” Ground Zero creative director Court of Portland,” Malone said. also made it onscreen.” producer; Mandy Sorenson, Flame artist. Crandall said, “letting women know they were The Skyline Tavern was chosen because it By the way, Katz is credited for selecting the always welcome but showing we’re making had a casual feel but wasn’t dark and dingy like track that accompanies the spot: Tom Jones’ “It’s a special effort to make ESPN a little more so many of the other bars Malone checked out. Not Unusual.” “It was a classic case of everyone hospitable.” “It couldn’t feel like so much of a cave that even getting attached to the scratch track. It was on Sovereign, Los Angeles. Tim Gedemer, sound designer. Malone, who hadn’t worked with Ground guys wouldn’t go in it,” Malone remarked. the rough cut, and everybody was like, ‘That’s Zero before, loved the idea thought up by After conducting casting sessions in Los so perfect,’ “ Crandall recalled. “Nothing else Audio Angeles and Portland, Malone ultimately hired lived up to it, so we were able to work a deal LIME Studios, copywriter Tom O’Connor and art director Jeff Rohan Young, mixer. Lable. “They came to me with a script, and the two —Cliff Bemis and Michael Reeder—to through ESPN to get the rights to the song.” script was pretty loose. It was not a script in play the bar keeps not only for their Average Joe Crandall noted that originally he thought Talent the classic sense of A connects to B connects to looks but also because he felt they would deliver the spot should be accompanied by Irish, bar- Principal Actors C,” Malone shared. “But it was a script with a the real yet subtle performances “Changing” drinking music. “But I think what plays with Cliff Bemis and Michael Reeder. description of what the guys should do, and then required. [“It’s Not Unusual”] is the peppiness of it,” some ideas of what they should do. Then we In shooting the spot, Malone and DP Joe Crandall mused. “It’s just very upbeat, and it collaborated and expanded on those ideas and Reade took a simple, cinematic approach, adds a sense of humor to the whole thing.”

6 THE BEST WORK YOU MAY NEVER SEE THE BEST WORK YOU MAY NEVER SEE THE BEST WORK YOU MAY NEVER SEE THE BEST WORK YOU MAY NEVER SEE THE BEST WORK YOU Director Fuglsig Is Committed To The Future Of Womankind May The Force Be With You In PSA From Rainey Kelly Campbell Roalfe/Y&R, London. city that appears to be in Eastern “But only with your help.” Editor was Paul Watts of the Quarry, By Robert Goldrich Europe. A soldier forces a woman into A name is then attached to the London. Post and visual effects were an one person make a difference a bomb-damaged building and is about invisible force of intervention, the charity done at The Moving Picture Company, in the face of atrocities being to rape her. A male stands outside, Womankind Worldwide, accompanied London, with an ensemble that Ccommitted against people from aware of what’s happening but ignores by a request for donations. included colorist Jean Clement-Soret, Click Poster To View "Be There" different walks of life around the world? the woman’s cries for help. Again, an Titled “Be There,” this spot was post producers Andrew Bell and Alex While an affirmative response to this invisible force intervenes, throwing the directed by Nicolai Fuglsig of bicoastal/ Webster, Inferno artist Bill McNamara, to enhance the surroundings, such as age-old question might in today’s society would-be rapist off his victim and across international MJZ for Rainey Kelly Combustion artist Dan Adams and 3-D a burning car, swirling smoke coming seem naïve and Pollyanna-ish, this :60 the room. Campbell Roalfe/Young & Rubicam, supervisor/artist Lee Danskin. from a shelled-out building, and a TV shows a cause-and-effect connection Finally, we’re taken to a slice of London. Much of the post work carried out aerial on a nearby home. Dust particles between individual action and preventing contemporary urban life. A man returns The creatives from Rainey Kelly by the MPC team involved removing the and pieces of wall were also added in crimes against humanity. home from work and immediately Campbell Roalfe/Y&R were creative rigs that manipulated the knife in the first post for when the soldier fell to the We open on a 12-year-old African starts berating his wife. This spousal director/art director Jerry Hollens, scene—and the aggressors in scenes two ground. girl being held down against her will abuse escalates and turns physical as creative director/copywriter Mike and three—away from their intended Sound designers/audio mixers were and about to face the barbaric act of the husband lifts his hand to strike the Bowles, and joint deputy head of TV victims. For example, a substantial rig Johnny Burn and Warren Hamilton female castration. A knife wielding elder woman. Again, an unseen force blocks Claudio Gorini who was prdoucer on was created to pull the soldier across of Wave Studios, London. Music was approaches as the girl screams for help, the punch and pushes the assailant the job. the room away from the woman he was composed by Justine Shane of Felt, but there’s none in sight. Suddenly an back. Debbie Turner executive produced about to attack. The rig was removed London. Principal actors were Anna invisible force rips the knife out of the A super then puts these rescues into for MJZ, with Suza Horvat serving as in Inferno by operator McNamara. Kirke, Richard Rees, Jasna Balusic, adult’s hand and the girl is spared. context. “We can be there,” reads the producer. The DPs were John Jordan, Additionally, Danskin created elements Marinko Prga, Zande Lwanna and Next, we are taken to a war torn first super, which is followed by another, Danie Du Toit and Alwen Kuchler. in Maya, which McNamara then used Zanda Selfu. “Computer” man being caught in the act to a bit of helpful supered advice: “Get a By Robert Goldrich laptop.” e see a man in front of his computer during the wee small hours The end tag is a logo for Future Shop, a chain of retail stores in of the morning. But he’s not burning the midnight oil. Instead Canada that sells the latest in high-tech electronics. Whe is getting his jollies in this darkened room by viewing This TV/cinema spot, which broke last month in Canada, was some adult entertainment. The room’s lone source of illumination is the directed by the Perlorian Brothers of Reginald Pike, Toronto, for agency light emanating from the computer screen. Rethink, Vancouver, B.C. (The Perlorian Brothers are repped stateside Though we never actually see what’s on screen, it’s clear that the by Biscuit Filmworks, Los Angeles.) James Davis and Josefina Nadurata content is X-rated, especially judging from the man’s reaction when he executive produced for Reginald Pike, with Tom Evelyn serving as hears his wife off in the distance asking him what he’s doing up at this producer. The DP was Marten Tedin. ungodly hour. The Rethink team consisted of creative directors Chris Staples and The guy desperately tries to log out of his porn session, but Click Poster To View Ian Grais, art director Rob Sweetman, copywriter Bryan Collins and computer mouse and keyboard are uncooperative. When she enters the "Get a laptop" producer Ann Rubeinstein. room, he acts out of desperation, placing the monitor face down on the Offline/online editor was Matthew Griffiths of Cycle Media, keyboard. While she might not be able to see what’s on screen, the wife clearly knows what her Vancouver. Assistant editor was Rob Doucet. Colorist was Claudio Sepulveda of Cycle Media. dear hubby has been up to. Visual effects were done at Bear Studios, Vancouver. Audio engineer was Brandon Edwards of The spot then puts this humorous episode into retail context, transitioning from the Wave Productions, Vancouver. Principal was Jodie Graham.

7 BRANDSTAND BRANDSTAND BRANDSTAND BRANDSTAND BRANDSTAND BRANDSTAND BRANDSTAND BRANDSTAND BRANDSTAND BRANDSTAND BRANDSTAND BRANDSTAND BRA Report Card: Is The Apprentice Getting The Job Done? By Christine Champagne candidates against each other in a a spa service on wheels, while Net to conduct charity auctions that Brand: Home Depot mock debate over whether the coffee Worth lured wannabe actors into included prizes linked to stars such Stunt: Each team led an in-store e’re a little more than was best served hot or cold. While their Airstream with the promise of as Moby, Gene Simmons and Lil Jon. demonstration in which they showed halfway through the third Nescafé certainly came out of the meeting a big-time casting director. It was wildly entertaining watching shoppers how to construct a particular season of NBC’s The experience with its brand reputation Both ideas were creative, but as a New the suits from The Apprentice item. WApprentice , and several brands have in intact, this stunt wasn’t particularly Yorker who lives in a small, cramped attempt to shed their corporate Review: Home Depot hit the nail lent their names and products to the memorable. In fact, one needed a jolt apartment, the last thing I would want images and adopt cooler personas on the head by inviting The Apprentice show. In doing so, these brands give up of caffeine to stay awake during it. to do is climb into a small, cramped to negotiate with the rockers and into its stores, forcing the team control of their image to the producers Grade: C Airstream. Meanwhile, as a television hip-hop stars they encountered. members to trade pinstripes for power of the program. In return, they hope viewer, I expect The Apprentice to take All in all, this stunt made for good tools and in the process proving that to gain valuable . But does it Brand: Dove advantage of the amazing locations television, giving FUSE TV much- with a little help from Home Depot pay off for every brand? Read on for Stunt: The two teams created the Big Apple has to offer. Why the needed exposure and raising a lot of anyone can become—if not a master our report card. and produced television commercials producers of The Apprentice said yes money for a worthy cause. carpenter—at least a little bit handier for Dove Cool Moisture Cucumber & to Airstream I’ll never know. Wait, Grade: A around the house. Brand: Burger King Green Tea body wash. I do know: Money, money, money, Grade: A Stunt: The two teams—Magna Review: Donny Deutsch and money. Money! Corp. and Net Worth—took over other head honchos from Deutsch, Grade: D Burger King franchises and launched New York, judged Dove spots created FLASHBACK 5 YEARS / 10 YEARS new burgers. by Magna Corp. and Net Worth, and Brand: Sony PlayStation Review: Was there anyone out in a first for The Apprentice, both Stunt: Each team supervised the there who wasn’t craving the Western ❑ MARCH 31, 2000/Bicoastal production company hungry man teams were declared losers. While creation of graffiti billboards in Harlem has signed director Martin Canellakis for commercial represen- Angus Steak Burger—or at the very Magna Corp. created a creepy soft- promoting the Sony PlayStation game tation….Jamie Hartman has signed with New York-based music least an old-fashioned Whopper— porn style commercial that found a Gran Turismo 4. house JSM….Nearly eight months after dissolving her former Venice, after watching this episode? Not even man and a woman, uh, shall we say Review: While The Donald, Calif.-based company Us 2 Editorial, editor Elisa Bonora has joined Harley’s House, a Santa Monica-based editorial/design and graph- Danny’s terrible singing could spoil “massaging” a cucumber, Net Worth who expressed his overall distaste ics company that services the commercial, music video, trailer and my appetite. This stunt worked in staged a fake race that found the a for graffiti, might have seen this stunt broadcast promo market….Director Ra’uf Glasgow has signed with large part because Burger King went sweaty contestant attempting to revive as akin to watching paint dry, graffiti Dublin Productions, Hollywood, for exclusive spot representation…. Spots BME, a Chicago-based post boutique, has added editor Alaric all out, whipping up six potential new himself by washing his face with billboards offer a hip, alternative Martin….Richard Sampson, a former freelance and agency producer, burgers for the teams to pick from Dove body wash, failing to actually means of reaching the mostly young has come aboard Pogo Pictures, Atlanta, as its executive producer…. and allowing them to run two of its rinse the product off and leaving a male demographic that plays video Josh Kirsch has ended his eight-year tenure as a composer at JSM, New York, and opened his own shop, Kirsch Electric, also in New Manhattan restaurants. There’s no gooey white mess on his face. Given games. And in this case, even the York…. way Burger King could have a beef the gross images I now associate with losing team came up with a pretty cool ❑ MARCH 31, 1995/Director Pascal Baes, formerly handled state- with The Donald after this successful Dove body wash, Dove was the real mural. side by bicoastal Crossroads Films, is now being represented for U.S. stunt. Grade: spotwork via bicoastal 1/33 Productions….Co-directors Erich Joiner loser in this stunt. B and Scott Burns has set up shop in Santa Monica as Tool of North Grade: A+ Grade: F America. Joiner and Burns were noted agency creatives before making Brand: FUSE TV the formal plunge into ….Comedy director Billy Kent, who Brand: Nescafé Brand: Visa and Airstream Stunt: The teams produced 11- recently joined Crash Films, Santa Monica, has signed a production deal with Full Blue, New York. The director augmented his deal with Stunt: The two teams created Stunt: Using $5,000 in seed minute charity auctions broadcast on Crash Films by signing with Full Blue for office space and access to Full marketing campaigns for Nescafe’s money provided by Visa cards, the Fuse TV and benefiting the Elizabeth Blue’s stage facility and associated post house Click 3X….Following Tasters Choice products. two teams created mobile, service- Glaser Pediatric AIDS Foundation. three years at a facility, postproduction industry veteran Paul Hansil has returned to the manufacturer side, taking the reigns as senior VP Review: Net Worth came up oriented businesses operating out of Review: FUSE TV, the music of sales and marketing at Accom, Menlo Park, Calif….September with a clever street promotion for Airstream trailers. television network, allowed Productions, Boston, has added comedy director Neil Salley for Nescafé—pitting two faux political Review: Magna Corp. created members of each team to go air exclusive U.S. commercial representation….

8 CHIEF MARKETING EXECUTIVE SERIES

Marketers Discuss ANA Survey On Branded Entertainment By Kristin Wilcha “Customers have measure without difficulty, while 20 percent don’t measure at he Association of National Advertisers (ANA) held its all. annual television advertising forum last week (3/23) at enormous leverage A panel discussion was held to discuss the findings. TNew York’s Grand Hyatt Hotel. Bob Liodice, president/ and power to Participants were: David A. Burwick, senior VP/chief marketing CEO of the ANA, noted during his opening remarks that “the officer at Pepsi-Cola North America; Mark Kaline, global media past few years have been marked by a significant transformation determine what they manager at the Ford Motor Company; and Stuart Shlossman, of the marketing landscape,” with consumers being more in want to see and senior VP/media and client development at Madison Road control of the advertising they interact with, while marketers Entertainment, which seeks to develop relationships between are being held more accountable than ever before. hear.... We marketers marketers and programmers. Jonah Bloom, executive editor of “Customers have enormous leverage and power to determine must determine Advertising Age, moderated the session. what they want to see and hear,” said Liodice, alluding to the Schlossman noted that he was not surprised that 63 percent proliferation of DVRs and other devices. “We marketers must how we’re going to of marketers engage in branded content, but surprised at the determine how we’re going to get invited to the table, because, get invited to the high percentage—26—that don’t do branded entertainment in essence, marketing is becoming ‘by invitation only.’” table, because, in and have no plans to do so within the next year. While the marketing landscape is shifting, with viewers Kaline said that marketers who had the most success with able to zap ads via personally empowering technologies, essence, marketing branded entertainment projects were those who pursued “brand and advertisers increasingly looking at other ways to reach is becoming ‘by integrations that are organic.” He noted that if integrations were consumers, Liodice remains bullish on TV, particularly in the too obvious to consumers, the project wouldn’t be effective. areas of sponsorship and branded entertainment. Liodice said invitation only.’” Burwick noted that for marketers, including Pepsi, the those areas will “continue to unfold in new, creative ways impetus for engaging in branded entertainment is reach and with consumers giving greater permission to advertisers to an appropriate context. The remaining 11 percent of those relevancy—“the two biggest issues we face, and branded engage with them. Specifically, I am pointing to the evolving marketers surveyed said they had yet to engage in a branded entertainment has allowed us to crack that.” opportunities afforded by branded content as well as the project, but plan to get involved in the next year. Schlossman related that in terms of funding these types development of video on demand. These vehicles will provide Among other findings in the survey was that a significant of projects, taking money from traditional TV makes sense in alternatives to the traditional thirty-second spot by generating number of respondents—42 percent—felt one of the top that it has perennially been the largest budget. Ford’s Kaline more personalized advertising and content specifically focused benefits of branded content was to forge a stronger emotional said taking money from television made sense considering that at target consumers.” connection with consumers. Fifty-two percent of respondents the “lions share of integration is in TV,” although he noted Unveiled at the event was an ANA survey of marketers’ reported that the funding for branded projects had been shifted that video games, movies and promotions also play into the attitudes and thoughts on branded entertainment. The survey, from the traditional TV budget. Seventy-one percent reported mix. Burwick also noted, “for us, it’s the law of large numbers. which involved 118 respondents, all of whom are ANA member that funds allocated to branded content amounted to less [The TV budget] is the biggest one to play with.” He also said companies, found that 63 percent had participated in some sort than five percent of their marketing communications budget. that in these early days of branded entertainment, as with most of branded entertainment project. Meanwhile, 26 percent had Although they find measurement of effectiveness challenging, things, budgets come from other areas. not, and had no plans to pursue branded projects, which were 56 percent of marketers engaged in content projects make “People haven’t committed resources commensurate with defined by the ANA as the integration of a product within efforts to do such measuring. Twenty-four percent said they the press,” said Kaline, “but that will increase [over time.]”

9 street talk Director Joachim Back, formerly of Copenhagen-based production house Bacon, has joined Park Pictures, New York. Known for slightly absurd, comical storytelling, Back just helmed a Viagra spot for the Canadian market for The Partners’ Film Company, Toronto….Jeff Farnath has exited his CEO post at Vinton Studios, Portland, Ore., and Los Angeles. He will continue under contract with the character/computer animation studio as a consultant. Bob Harold, a Vinton Studios board member and Nike, Inc. Finance executive, will serve as interim CEO at Vinton until a permanent successor is found for Farnath…..Global creative agency Attik has returned to New York, setting up an office in the Tribeca district. Company partner William Travis heads up the Big Apple operation. The Attik continues to maintain shops in Huddersfield, U.K., headed by partner James Sommerville, and San Francisco under the aegis of partner Simon Needham….Patrick O’Donoghue has joined Talent Solutions, New York, as broadcast business man- ager. Talent Solutions is a division of Beaucoup Chapeaux. O’Donoghue has been in advertising business affairs for 10-plus years, eight of which were spent with Wieden+Kennedy in its Portland, Ore., New York and Amsterdam offices….The Hugo Awards, honoring the best in television, and presented by Cinema/ Chicago and the Chicago International Film Festival, were held on March 31 in the Windy City. The Gold Hugo Award for best commercial campaign went to the “Sour Altoids Campaign” out of Leo Burnett USA, Chicago, and directed by Craig Gillespie of bicoastal/international Morton Jankel Zander (MJZ). The Gold Hugo for best commercial went to Anheuser-Busch’s “Applause,” directed by Joe Pykta of Venice, Calif.-based PYTKA for DDB Chicago….. rep report Independent rep Yvette Lubinsky is now handling the West Coast for Antmusic, New York…Brian Scharwath has been named director of sales and marketing at Brass Knuckles Editorial, Venice, Calif. He will rep editors Chris Hafner, Richard Cooperman, Doobie White, Jeff Doe and Lenny Messina, and online artisan Wren Waters….Entity FX, Santa Monica, has secured Connie Mellors And Ellen Dempsey of Connie Mellors & Company, Toluca Lake, Calif., for representation in commercials…. Munn Powell and Jesse Green have joined The Skouras Agency, Santa Monica, for exclusive representation….United Talent Agency, Beverly Hills, has signed DP Toby Irwin for commercials, music videos and features…. bulletinboard ❑ April 5/New York: Advertising Women of New York present the 8th annual Good Bad Ugly Awards. Caroline’s Comedy Club, New York. (212) 221-7969; www.awny.org.. ❑ April 15-17/Santa Monica: Association of Film Commissioners International (AFCI) presents the Locations Trade Show at the Santa Monica Civic Auditorium. www.afci.org. ❑ April 16-21/Las Vegas: National Association of Broadcasters Convention. www.nab.org…. ❑ April 21-May 1/New York: The 4th Annual Tribeca Film Festival. (212) 941-2400; fax: (212) 941- 3939; [email protected]; www.tribecafilmfestival.org…. ❑ April 21-May 5/San Francisco.: 48th San Francisco International Festival. www.sfiff.org… ❑ April 21-30/Newport Beach, Calif.: Newport Beach Film Festival 2005. (949) 253-2880; fax: (949) 253-2881; www.newportbeachfilmfest.com…. ❑ April 22: Call for entry deadline for SHOOT’s 3rd Annual New Directors Search. (203) 227-1699 x16 or .http://www.shootonline.biz/pubs/directorsentryform.pdf ❑ April 28/New York :2005 International ANDY Awards Show & Party. Capitale, New York. www.andy- awards.com. ❑ May 11/New York: The One Show, presented by The One Club for Art & Copy: www.oneclub.org. ❑ May 11-22/Cannes, France: The 58th Cannes Film Festival. www.festival-cannes.org…. ❑ May 12//Los Angeles:14th annual Music Video Production Association (MVPA) Awards. Orpheum Theater. www.mvpa.com. ❑ May 19/New York: SHOOT’s 3rd Annual New Directors Showcase Event, at the Directors Guild of America Theater.

❑ May 19-June 12/Seattle: Seattle International Film Festival. www.seattlefilm.com….

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