The New York City Mayor’s Office of Media and Entertainment has released its latest Reel Jobs campaign, and the message is clear: this is the place to be, to live, and to work if you want to make TV or movies. The five-spot effort, directed by Artists Company’s Mike Rowles, features a skillful edit from Fluid Editorial and beautiful color grading, conform and mastering from Nice Shoes (all three companies are – no surprise – based in NYC).

Each of the five :30s explores a different facet of the city’s vibrant film industry, unfolding in a rippling split-screen montage of stunning city scenes, interviews, and action shots. The Kirshoff family talks about the city’s gorgeous scenery while calmly blowing up an SUV. Christina discusses her Queens, NY roots and the network of NYC-based suppliers who help her create sets for Gossip Girl. Manny, a self-styled special-ops soldier of the TV and film industries, prowls the streets in a full-body steadicam mount while waxing poetic about New York’s diverse culture. Damon scours New York for shoot locations, reinforcing his claim that the production armies overtaking the streets comprise mostly New Yorkers. John and Lisa explain how local vendors make the elaborate period pieces in the expansive wardrobe they design for HBO’s Boardwalk Empire.

“We had some big stories to tell in just 30 seconds,” stated Fluid EP Laura Relovsky. “Using a dynamic split screen gave us an awesome vehicle to tell each story and show how magical the city can be for a commercial or film backdrop – plus it allowed us to use as much of Mike’s amazing footage as possible. At Fluid, we are constantly pushing the boundaries of visual storytelling, and the delicate balance of multiple images simultaneously appearing onscreen was enormously fun challenge that delivered something most people haven’t seen before.”

The editorial team of Peter Sabatino, Zeke O’Donnell, Michael Equi and Heather Danosky worked with Nice Shoes’ color and finishing artists Chris Ryan, Russ Bigsby, and Vin Roma to deliver the full complement of very complicated spots, a process streamlined considerably by the hands-off, let-the-talent-work attitude of the mayor’s office.

As Fluid assembled, Nice Shoes worked on color grading, conforming and mastering the spots, preparing various versions for play in Cinemas, on TV and in NYC taxis. The studio’s powerful pipeline allowed them to breeze from color to conform and deliver the finished spots very quickly.

“The biggest challenge for us was trying to deliver a cohesive look to the campaign from so many different editors,” said Nice Shoes Senior Producer Pat Portela. “Integrating the small variations within each edit and finessing the montages requires attention to detail and creative insight, but luckily we have the technology and the talent to handle just about anything,” said Nice Shoes Colorist and Partner Chris Ryan. “The Baselight is the only system that allowed us to simulate this complex editorial piece and color correct them all at the same time. Being able to work like this was really helpful in executing Mike’s vision.”

Fluid and Nice Shoes had both worked with Rowles in the past, and the edit company worked especially closely with him throughout the creative process this time, from writing the script to stitching the final spots together. “We have an implicit trust in each other’s instincts and talent,” noted Fluid Editorial Editor Peter Sabatino. “Mike not only is a great director, but he also respects the insights of the editor, which makes for a very creative and efficient process. He had a vision for these spots and knew that it would be realized by letting the amazing editors at Fluid get to work.” Ryan added, “I’ve been working with Mike since Nice Shoes opened its doors. I’ve always loved his photography and his aesthetic; he’s always interested in experimenting with multiple looks within a single spot. We’ve always had a good relationship. Even though he’s a Detroit Red Wings fan.”

Ultimately, the project, with its opportunities to showcase such a broad range of industry talent, delivered a level of personal satisfaction for the production-oriented minds behind its creation. “This is our industry, it’s what we do, and what we love,” stated Relovsky. “This project felt personal and we were very happy to have a part in telling this story.”

Manny first aired at the TriBeCa Film Festival, with the full package of spots running in taxis and in theaters across the city, among other places.

Media Boardwalk

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Media Christina

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Media Damon

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Media Kirshoffs

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Media Manny

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Credits:

Client: Office of the Mayor
Spot Titles: Manny, Kirshoffs, Damon, Boardwalk, Christina
Air Date: May 2012

Prod Company: Artists Co.
Director: Mike Rowles

Editorial: FLUID
Editor(s): Peter Sabatino, Zeke O’Donnell, Michael Equi, Heather Danosky
Executive Producer: Laura Relovsky
Producer: Carolyn Maher

Post/Effects: Nice Shoes
Colorist: Chris Ryan
Flame Artists: Vin Roma, Russ Bigsby
Sr. Producer: Pat Portela

Audio Post: Mr. Bronx
Mixer: David Wolfe

About FLUID:

Fluid, comprised of a team of award-winning editors, provides editorial services complemented by a family of in-house creative partners: graphics and CG from Platige; VFX, retouching, and finish from Wes Waldron; and audio post from Mr. Bronx, and original composition and sound design from Butter. All located in their Soho loft studios, this wealth of creative and technical resources allows for a uniquely collaborative environment.

About Nice Shoes:

NYC-based Nice Shoes is a full service, artist-driven design, animation, visual effects and color grading studio specializing in high-end commercials, web content, film, TV and music videos. Since its inception in 1996, the studio has prided itself on consistently reinvesting in its talent, technical backbone, and client experience to set the standard of excellence both creatively and technically. Key company principals include: CEO/Partner Dominic Pandolfino, Colorists/Partners Chris Ryan and Lez Rudge, VFX Artist/Partner Rich Schreck, MD Kristen Martini, CD Brian Bowman, CIO Robert Keske, Senior Producer Pat Portela, and Brand Director Justin Pandolfino.

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The award-winning and 2008 Advertising Icon of the Year, Serta Counting Sheep are at it again with their boldest move ever! In a new campaign for the Serta Perfect Sleeper, the Counting Sheep are overwhelmed by Serta’s latest innovations for comfortable mattresses.

The campaign, created by Doner, emphasizes how the Perfect Sleeper helps solve the five most common sleep problems while also recognizing it as the first and only official mattress of the National Sleep Foundation (NSF). The NSF partnered exclusively with Serta to improve sleep quality through optimal mattress design and enhanced sleep education.

In the latest television spot, debuting May 18, the famous herd breaks into Serta’s headquarters and finds the Perfect Sleeper. They also uncover proprietary research outlining how the mattress solves the five most common sleep problems.

In order to save their livelihood and get troubled sleepers to count sheep again, the Counting Sheep create a scheme to steal the mattress. As the herd makes their getaway with the mattress atop their back, one remarks how great the mattress feels—comedically emphasizing the comfort of the Perfect Sleeper.

Now in its 11th year, the Counting Sheep campaign has helped lead Serta to the #1 position in the category for unaided awareness.* With this campaign, Doner continues its longstanding partnership with Aardman, the original animator of the famous sheep as well as the creators of Wallace & Gromit.

Click to view “Mattress Heist,” which will air on channels including the Food Network, TLC, CBS and ABC. The campaign also includes online banners and social media.

*Source: GKF Strategic Innovation 2011.

Media Mattress Heist:

Click here to view the embedded video.

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Wayne Gretzky Cutout Makes Humorous Cameo in New TV Spot

SAN FRANCISCO, CA (MAY 14, 2012) —This week Mobile Mini, the world’s leading provider of portable storage solutions, launched a new advertising campaign touting its new long-distance moving services and secure storage centers.

Created by independent San Francisco advertising agency, Venables Bell & Partners, the inaugural TV spot, “Wayne,” opens in the living room of a couple who are moving out of their house. The commercial chronicles their battle as they pack their household possessions in a Mobile Mini storage container. At the center of the battle is the husband’s prized Wayne Gretzky life-size cardboard cutout. The wife goes to extreme measures to make sure Wayne doesn’t follow them to their new home.

“The increasing demand from our customers and prospects requesting off-site storage and long-distance moving services was the catalyst behind expanding our product offerings,” said Pete Buchner, Mobile Mini’s Vice President of Marketing. “Through several research studies, we’ve found consumers are increasingly frustrated with the lack of service and the hassles they experience with long-distance movers and self-storage companies. We’ve long admired VB&P’s creative work and considered them the best partner to position Mobile Mini as the answer to consumers and businesses searching for convenient, affordable and secure moving and storage solutions. This is just the beginning of a fully integrated marketing effort as we expand our footprint nationally.”

Beginning today, “Wayne” will start airing in Phoenix, AZ and three weeks later in Denver, Jacksonville, Atlanta, Minneapolis, Austin and San Diego. The spot will be seen during the NBA playoffs and on popular TV programming like Dancing with the Stars, Law & Order SVU, Glee, Billboard Music Awards, Big Bang Theory and America’s Got Talent. The commercial will also be featured on a variety of shows on Hulu.

Media Wayne Mobile Mini :60

Click here to view the embedded video.

Credits:

FOR TV / BROADCAST
CLIENT NAME: Mobile Mini
BRAND: Mobile Mini
SPOT NAME: Wayne
AIR DATE: 5/14
AGENCY:  Venables Bell & Partners
EXECUTIVE CREATIVE DIRECTOR: Paul Venables and Will McGinness
SENIOR ART DIRECTOR: Tavia Holmes
COPYWRITER: Ashley Billings
DIRECTOR OF INTEGRATED PRODUCTION: Craig Allen
AGENCY PRODUCER: Mandi Holdorf
PRODUCTION COMPANY: Smuggler
DIRECTOR: The Guard Brothers
DIRECTOR OF PHOTOGRAPHY: Trent Opaloch
EXECUTIVE PRODUCER:  Allison Kunzman
PRODUCER Martha Davis
EDITING COMPANY: Beast Editorial
EDITOR: Doug Walker
SOUND DESIGN: 740 Sound Design
SOUND DESIGNERS: Eddie Kim
MUSIC: Beyond Music
MIX: Play Sound/ John Bolen
V/FX: N/A
V/FX PRODUCER: N/A

About VB&P

Founded in 2001, Venables Bell & Partners is an independent San Francisco advertising agency. Named by Advertising Age as one of the top ten A-list agencies in the country, VB&P is privileged to work with eBay, Audi of America, Intel, Google, Slim Jim, Orville Redenbacher’s, ConocoPhillips, PG&E and Barclays, among others. To learn more, visit www.venablesbell.com.

About Mobile Mini

Founded in 1983, Mobile Mini, Inc. provides a variety of convenient, affordable and secure storage, mobile office and long-distance moving solutions to businesses, institutions, organizations and consumers. With 134 locations in the United States, United Kingdom, Canada and the Netherlands and a fleet of approximately 236,600 portable storage and office units, Mobile Mini is the world’s leading provider of portable storage solutions. Mobile Mini offers customers a wide range of portable storage containers and mobile offices in varying lengths and widths with an assortment of unique and proprietary features such as the patented Tri-Cam Locking System®, ContainerGuard Locks®, multiple easy-opening ground-level door options and over 100 different configurations. Mobile Mini went public in 1994, is included on the Russell 2000® and 3000® Indexes and the S&P Small Cap Index, and trades on NASDAQ under the symbol MINI. To learn more, visit http://www.mobilemini.com/.

Through a series of relatable scenes, “Last Drop”, the latest for Heinz via john st. and Holiday Films’ director Cole Webley, celebrates the joy in the ritual of getting that last drop of ketchup.

Media Heinz – Last Drop

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Credits:

Title: “Last Drop”
Client: Heinz

Agency: john st.
Creative Directors: Angus Tucker, Stephen Jurisic
Writer: Kurt Mills
Art Director: Kyle Lamb
Producer: Michelle Orlando

Production Company: Holiday Films
Director: Cole Webley
Executive Producers: Josefina Nadurata, Derek Sewell
Line Producer: George Johnson
Director of Photography: Travis Cline

Editorial: Panic & Bob
Editor: Michelle Czukar
Audio: Vapor Music

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Smartphones are taking over, changing not just the way people communicate with one another, but the way they access information and interact with products. Don’t be left behind, focusing your digital efforts on those old-fashioned computer thingies – mobilize your staff to attend ClickFire Media’s May 17 mobile interactive panel at Internet Week New York.

About the Panel:

When presented with a mobile interactive need, you face a thicket of tools and issues: “mobilize” a site, create a mobile app, or, instead, launch a cool digital tactic that works on mobile. ClickFire Media’s panel will discuss the intricacies of the mobile space, exploring the benefits and pitfalls of each choice, empowering agencies and digital development companies to make the right decision for a project to be successful.

About the Panelists:

Click 3X founder and interactive legend Peter Corbett will introduce the panel of mobile pioneers. Cheil USA Group Creative Director and prolific blogger Adam Wohl, who has been championing guerilla online marketing campaigns before blogs or social networking portals existed, will moderate the panel. Panelists include ClickFire Media Senior Interactive Producer Matt DeSimone, Brisk Mobile CEO Gary Toste, Unilever AVP of Interactive and Communications Jeremy Goldman, and Undercurrent Production Director Matthew Carlin.

Join Us:

To attend the panel, tune in to the live stream here: clickfiremedia.com/iwnymobile
When: Thursday, May 17, 2012, 1-2 p.m.

Learn more about Internet Week New York at internetweekny.com (Hashtag: #iwnymobile).

About ClickFireMedia:

ClickFireMedia is an interactive design studio specializing in multi-platform, media-rich creative campaigns. CFM partners with agencies and entertainment industry clients in the conceptualization, design and development of fully-integrated, consistently branded experiences. Through insight and innovation, CFM combines that latest interactive technologies with the best design, video, animation and live action skills from Click 3X to deliver integrated solutions in the ever-developing media landscape.

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This presentation reflects T&F’s strategic collaborations with world-leading agencies including Arnold Worldwide, Barkley and BBDO, as well as award-winning original and commissioned content T&F has created for AICP, Adult Swim, The Cooking Channel, Conde Nast and Fisker Motors, Fox Sports, GE, The GEL Conference, The Hampton’s International Film Festival, InDemand, National Geographic, NBC, Spike TV and Turner Networks, among many others.

T&F exists to bring quality, integrity and innovation to the media landscape. Its team does this by crafting stories and conveying brand messages through the most relevant mediums possible, challenging themselves to leverage both creativity and technology, and above all to genuinely listen to the needs of their client partners and respond with the best solutions for them. With conceptual design as its backbone, its headquarters in Manhattan and an outpost in Hollywood, T&F offers a complete turnkey solution for brilliant end-to-end production through delivery. Many of the firm’s clients worldwide refer to T&F as their secret weapon and it’s time you get in on the secret. To learn more, please visit www.thornbergandforester.com.

Media 2012 Thornberg & Forester Montage

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Connect With T&F

www.thornbergandforester.com

On Twitter:  http://twitter.com/T_ampersand_F

On Facebook: http://facebook.com/tandfandyou

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Canadian Olympic Team launched a new brand campaign created by Proximity Canada that brings to life exactly what it means to “Give Your Everything”. The dynamic multi-media campaign involves more than 50 of Canada’s outstanding Olympic hopefuls and their coaches from eight different sports, highlighting their inspirational efforts as they prepare to compete for Canada at the 2012 London Olympic Games.

The 15-week, multi-platform, national campaign is the Canadian Olympic Team’s largest, most integrated campaign ever. It contains more than 800 Out of Home placements, print, radio, digital short documentaries, and :15, :30, and :60 digital TV spots.

Twitter HASHTAG: #GiveYourEverything

Media Give Your Everything

Click here to view the embedded video.

Credits:

Client: COC – Canadian Olympic Committee, Chief Marketing Officer: Derek Kent
Agency: Proximity Canada
SVP, Executive Creative Director: John Gagné
VP, Creative Director: Dave Stevenson, Jon Webber
Senior Copywriter: Jonathan Weiss
Senior Art Director: Fernando Salvador
Agency Producer: Kristie Filippopoulos
VP, Managing Director: Ricky Jacobs
Account Director: Allison Hill
Production Company: Soft Citizen
Director: Henry Lu
Exec Producer: Link York + Eva Preger
Head of Production: Rob Burns
Line Producer: Nick Sorbara, Shawn Veltkamp
Director of Photography: Chris Mably, Luca Fantini, Vinit Borrison

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When Brooklyn’s Tiny Victories wanted a music video that gave their breakout track, Mr. Bones, a visual life, they turned to Nice Shoes‘ creative director Brian Bowman. In it, the band performs while bathed in pulsing lights and colors referencing the LSD-lased imagery of the 1960s. But for an unconventional touch, Bowman constructed two giant screens that served as the backdrop. These custom creations acted as canvases for his moody projections and were personally controlled through the director’s haptic iPhone interface.

“The song for me is about the memory of somebody, not necessarily the reality of somebody,” detailed Bowman. “The projections became about those memories living in an illuminated space.”

Creating that space was not without its challenges. The screens needed to be large but featherweight so that they could be hung from the ceiling. Bowman also personally ensured that the massive screens were seamless so that the gorgeous backlit projections filled the entire surface during the performance.

The projections themselves were controlled during the shoot using VDMX haptic technology. Originally intended for VJs, the highly customizable platform worked in junction with Open Sound Control (OSC) and the iPhone to transmit touchscreen command signals over Wi-Fi to a computer. This allowed the projected memories to react in real-time to the swipe of a fingertip, resulting in a dynamic visual experience. Bowman’s hands-on approach was later replicated at Tiny Victories’ EP release party.

Bowman’s deep involvement reflected both his love for layered electronic music and a passion for all things practical.

“I wanted the video to reflect that in some way,” he explained. “Different ways of layering up images that were kind of retro without using plugins. The particles are practical. That’s eye shadow glitter flying into the camera. We did a lot with LED flashlights or shooting into the projector to create the lens flares. It’s a DIY aesthetic that’s meant to be experimental.”

Media Tiny Victories – Mr. Bones

Click here to view the embedded video.

Credits:

Music Video Title: Mr. Bones
Artist: Tiny Victories

Starring: Harpreet Shinger

Production Nice Shoes
Director: Brian Levi Bowman
Producer: Jen Cadic
Director of Photography: Rod Lamborn
Editor: Tony Dolezal
Designer: Kit Lam
Colorist: Ron Sudul
Screen Fabrication: Andrew Pandolfino

About Nice Shoes:

NYC-based Nice Shoes is a full service, artist-driven design, animation, visual effects and color grading studio specializing in high-end commercials, web content, film, TV and music videos. Since its inception in 1996, the studio has prided itself on consistently reinvesting in its talent, technical backbone, and client experience to set the standard of excellence both creatively and technically. Key company principals include: CEO/Partner Dominic Pandolfino, Colorists/Partners Chris Ryan and Lez Rudge, VFX Artist/Partner Rich Schreck, MD Kristen Martini, CD Brian Bowman, CIO Robert Keske, Senior Producer Pat Portela, and Brand Director Justin Pandolfino.

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That iconic seat is the centerpiece of a new 45-second animated video created by Psyop and Ogilvy & Mather New York on behalf of Schools That Can, a national non-profit network of high-performing urban schools in under-served communities.

Helmed by Psyop Creative Director Gerald Ding, the spot depicts some of these aspirational occupations by piecing them together from playful illustrations of educational ephemera. Protractor-shaped spaceships zoom by in outer space and test tube clusters play the part of undersea coral.

“We wanted the school chair to illustrate how a kid’s imagination combined with education could lead to whatever they dreamed of becoming,” Ding said. “The ‘seat’ became a starting point for each scenario and we loved the iconic shape of the plastic school chair. We played with its negative space and colors to transition into a another world where common school objects become extraordinary when fused with a child’s running imagination.”

“I wanted to approach this piece in a way that would be fun for kids and adults,” continues Ding. “I hope it brings back youthful memories of dreaming without boundaries.”

“By emphasizing hope and celebrating accomplishment, we can deliver a positive message in an environment too often focused on failure,” said Schools That Can CEO Michael Druckman. “All children can receive a quality education and become all they aspire to.”

Leveraging the power and reach of social networks, the video will run on Twitter, Facebook, You Tube and on the Schools That Can website. The video will also be played for potential donors.

“We didn’t want to just detail how Schools That Can operates,” said copywriter Sean Lee, who led the creative along with art director Luke Hughett. “We wanted to illustrate why Schools That Can exists. And what its lasting impact can be.”

The goal is to boost awareness and support locally and abroad. However, the long-term goal, says Druckman, is to get people involved with their local schools and communities, changing the standards so that “quality education becomes the norm.”
Schools That Can is made up of over 100 district, charter, independent and faith-based schools serving over 35,000 children nationwide. For more information, visit www.schoolsthatcan.org. Or on Twitter at @schoolsthatcan

Media Schools That Can,Seats

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Credits:

Client: Schools That Can
Agency: Ogilvy & Mather New York
Senior Art Director: Luke Hughett
Senior Copywriter: Sean Lee
Producer: Karen Goodman

Production Company: Psyop / Smuggler
Director: Psyop
Psyop Creative Director: Gerald Ding
Managing Director/Executive Director: Lucia Grillo
Producer: Adam Coffia
Animation: David Rasura
Art Director: Pete Sickbert-Bennett

Editorial: Eyepatch Productions
Mix: Eyepatch Productions
Producer: Jeff Williams
Engineer: Ken Meyer
Casting Director: Pamela Fahey

Song: “Pistachio”
Performer: Rocketship Park, courtesy of Serious Business Records via The Orchard

Schools That Can

Schools That Can is a national not-for-profit 501c3 organization committed to growing seats of quality education for low-income students. We form collaborative networks of high-performing inner city schools to grow low-income families’ access to quality schools nationwide. As of March 2012, the network consists of 92 schools in 15 cities with a student population of 35,000 children. http://www.schoolsthatcan.org/

Ogilvy & Mather

Ogilvy & Mather is one of the largest marketing communications companies in the world. Through its specialty units, the company provides a comprehensive range of marketing services including: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, promotion and relationship marketing. Ogilvy & Mather services Fortune Global 500 companies as well as local businesses through its network of more than 450 offices in 120 countries. It is a WPP company (NASDAQ: WPPGY). For more information, visit www.ogilvy.com.

Psyop

PSYOP provides visual solutions in motion for advertising & marketing, video gaming, broadcast and music industries. PSYOP is able to capture the essence of their clients by telling compelling stories through the use of color, shape, texture, composition, editing, and camera work.

PSYOP has created spots for top brands including Coca Cola, Samsung, AT&T, Adidas, Bombay Sapphire Gin, Intel, Infiniti, Ford, HP, Lugz, Miller, Merrells, Michelin, MTV, Starbucks, Toyota, Volkswagen, and VH1. PSYOP’s work has garnered numerous awards including an Emmy Award for best commercial for Coca Cola “Heist”.
http://psyop.tv.

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This Week in Review 14 Advertising Stories What Their Impact Will Be For The Consumer

2012 will be a busy year for the advertising industry, people promoted, shift changes, new products, reinventing old products, some fun stuff, some “what were they thinking” stuff. A TWiR sizzle video included.

May 07-11 2012

Fuel FX – The Avengers
DUCK – Knife Party
john st. – Carly’s Café
Click 3X – Drone Trailer
JWT Sydney – Crunchy Nut

JayGrey – Bonsai – Parkour
FKM – ‘The Pitch’ Winner
Headquarters Music – Google Play
QuietMan – How Do You Dip?
Dare Vancouver – Honda Civic

MPC – Hot Fruit
Wild(Child) – Amy Lazarus
Tom Doctoroff – What Chinese Want
Thwak! Music – KBV Sync

Media TWiR 18 04:19

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About The Bumper:

Color Bars – Bumper
Manifest Equality L.A. 2010, exclusive video art installation
Rudj Escobar, creative director/artist
Hybrid Edit, creative partner/sponsor
Curated by artist Shepard Fairey and an esteemed panel of Judges: www.manifestequality.com/judges - with Michael Bartoli and Susan Munro in Los Angeles, California.

About joeytomatoes:

joeytomatoes.com is an international weekly advertising resource. A premiere online web publicist showcasing the latest unique work in TV, print and interactive advertising, along with commentary, criticism and industry news. Our reach goes into the world of creative advertising professionals in the print and television medium.

We Tell Stories. Let Us Tell Yours.

Studio location East Amherst New York U.S.A.

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