Built from the ground up – The Studio is a Modern, Open and Full Service Creative Boutique

NEW YORK, NY – Following months of sweeping construction ShootersNYC, the creative multi-dimensional production and postproduction company that launched last year, has officially moved into its permanent offices in New York’s always hip Flatiron district at 156 Fifth Avenue.

Media Storyboard

Click here for ShootersNYC More images:

The open, modern yet comfortable space features three state-of-the-art editing suites, graphics/animation suite and enough production space to handle the growing number of projects the company has been asked to not only edit and post, but produce as well.

“When we saw this beautiful historic building we knew it was perfect for us,” Jeff Beckerman, ShootersNYC Managing Director/Executive Producer says. “But it was crucial that we give our space a modern, yet comfortable, work environment our clients demand.”

Those clients have kept the new creative boutique — sister company to the Philadelphia-based post/production company ShootersINC — very busy. In addition to high profile assignments for such brands as Pepsi Max, Chex, Nature Valley and Advil, the company worked on Feed The Pig, a clever multimedia PSA campaign for the American Institute of Certified Public Accountants (AICPA) and the Ad Council. The company is currently at work on comprehensive projects for BMW and the NFL.

Last year also saw the addition of two key members of the ShootersNYC creative team – editors Anthony Marinelli and David Smalheiser.

“2011 was a ground-breaking year for us in a lot of ways,” Beckerman adds. “Our clients responded well to what we’re building and the fact that we perfectly bridge the feel of a creative boutique with the deep resources of a larger post house. Thanks to our relationship to ShootersINC we can handle more than a typical boutique. It’s the best of both worlds for our clients, and if 2011 is any indication, 2012 looks to be a great year.”

ShootersNYC (www.shootersnyc.com) is the New York division of ShootersINC, a multi-dimensional creative production and post house specializing in editorial, visual effects, graphic design, finishing and audio post for advertising, television, feature film and new media. For more information contact Managing Director, Jeff Beckerman at 212-533-9400 or at jeff@shootersnyc.com.

ShootersTV (www.shooterstv.com) is a division of Shooters Inc., dedicated to creating programming for reality and non-scripted television. ShootersTV is represented by Peleton Entertainment, the New York-based television agency representing leading producers working in reality and documentary. For more information contact Rob Miller at Peleton Entertainment by email at rob@peletontv.com or phone 212-572-9632; or contact Carrie Spott at ShootersTV by email at carrie@shooterstv.com or phone 215-861-0100.

ShootersINC (www.shootersinc.com) is a full service production and post house that blends talent, technology and client service to provide a superior level of quality and creativity. Shooters’ client base consists of ad agencies, production companies, political consultants, PR firms, and corporations. For more information contact Shooters’ Anne-Marie Starker (anne@shootersinc.com) or phone 215.861.0100.

DIVE (www.divevisual.com) is the visual effects, DI and film finishing division of ShootersINC, led by veteran Visual Effects Supervisor Mark O. Forker. As one of the east coast’s premier postproduction facilities for film finishing services, DIVE offers filmmakers the opportunity to complete Visual Effects, Digital Intermediates and Titles by coupling creative continuity with an integrated workflow. For more information, contact DIVE VP Business Development, Bob Lowery (bob@divevisual.com) at 267.514.7700.

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New York, NY (February 21, 2012) – All men may have been created equally, but that doesn’t mean they all drive the same truck.  In this latest spot directed by Jeffery Plansker, not everyone has the guts, the glory or the grit to walk among giants.  Created by the Richards Group and produced by Supply&Demand Integrated, Ram “Giants” links several vignettes featuring the daring, the fearless and the brave with the fortitude of the Ram.

Media Ram “Giants” 01:00

Click here to view the embedded video.

Credits

Agency: The Richards Group
Agency Creatives: Rob Baker and Jimmy Bonner
Agency Producer: Sharon Chortek
Production Company: Supply & Demand Integrated
Director: Jeffery Plansker
EP: Kira Carstensen
Editorial: Radium
Editor: Peter Tarter
Asst. Editor John McStravick
Music House: Yessian
Executive Producer: Michael Yessian
Creative Director: Brian Yessian
Composer: Michael Schmidt

About Supply&Demand Integrated:

Supply&Demand Integrated is a bi-coastal production company with global representation, comprising the award-winning talents of Lucy Walker, Margo Weathers, Sean Thonson, Josh Taft, Matthew Rolston, Greg Popp, Jeffery Plansker, Robert Logevall, Matt Lenski, Tony Kaye, David Holm, Gabriela Cowperthwaite, Adrien Brody and Gary Breslin.

http://www.sdintegrated.com/

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Airship Post, a sister company to Arcade Edit, is pleased to announce that Matthew Lydecker has joined their Los Angeles headquarters as Creative Director and Lead Artist.

Lydecker joins Airship Post Creative Director and Lead Artist, Chris Homel, and the addition to Lydecker to the team at Airship strengthens the shop’s creative and technical offerings.

“We’re very excited to have Matt join Airship,” says Damian Stevens, Managing Partner, Airship Post and Arcade Edit. “Matt is truly an amazing artist and a great guy. He’s been fortunate to have worked with some of the best brands, agencies and directors. His expertise, within flame, visual effects and graphics, are a great asset to Airship and our clients.  The addition of Matt really strengthens our position in the marketplace to handle larger scale projects.”

Originally hailing from Rhode Island and graduating from Emerson College in Boston, Lydecker has been in Los Angeles since 2003, working at finishing house Sea Level, Liquid FX, and most recently freelancing at VFX shops Superfad, Brand New School, D Train, Speed Shape, Psyop and MassMarket.  Projects he has been a part of include top brands such as Nike, Apple, BMW, Nintendo, Chevy, Adidas, and Honda.

Airship Post’s reel:

Airship Post is Arcade Edit’s finishing division, providing a variety of post-production services including visual effects, graphic design, finishing, color and file conversion.
http://airshippost.com/

ZOIC STUDIOS USES INDUSTRY-LEADING Z.E.U.S. TECHNOLOGY TO CREATE NEW “PRIUS: KINGDOM” COMMERCIAL

In First Automotive Ad, Z.E.U.S. Delivers Creative Flexibility, Virtual Sets, Production Speed in National Spot for Toyota

LOS ANGELES – February 21, 2012 – Zoic Studios, an award-winning visual effects company headquartered in Culver City, Calif., has announced the first use of Z.E.U.S. (Zoic Environmental Unification System), in an automotive industry commercial for the new “Prius Kingdom” spot airing nationally. To execute a vision first described by the VFX firm’s client, agency interTrend Communications – the Asian American marketing agency of record for Toyota Motor Sales, U.S.A., Inc. – as “a golf course on Pandora,” Zoic Studios used their proprietary Z.E.U.S. technology to realize a spectacular, panoramic all-virtual environment for the spot on a relatively small green-screen stage.

Z.E.U.S., Zoic Studio’s pre-visualization process, combines the benefits of real-time compositing with an integrated editorial and CG pipeline. Revolutionizing the approach to visual effects, Z.E.U.S. provides real-time camera tracking and rendering of the virtual environments on set, bringing unprecedented creative flexibility for the cast and crew working on the green screen stage. Heavily used on popular episodic series’ including Once Upon a Time, Pan Am and V, the real-time feedback from Z.E.U.S. delivers never-before-seen set capabilities and film quality effects on a television budget and schedule.

The creative represented a collaborative effort between interTrend, their long time multi-cultural production partner Rival Pictures/ LFP, and director Rob Feng, who worked closely with agency creative lead Eugene Kim to set the stage for the highly stylized Prius Kingdom: a family team of “pri-ologists” traverse through a wilderness in search of an evolved new species. As they emerge into a vast, eye-popping clearing they spot the four new Prius models grazing in the wild – the roomy “v,” sporty “c,” and efficient “Plug-in” – driving alongside the familiar Prius “Liftback.” As the cars make a rare stop at a refueling pump, the family gives chase to discover many new Prius features. Amid rolling green hills, red wildflowers and whimsical bonsai-like trees, each Prius model is showcased against a backdrop of white-cliffed palisades and cascading waterfalls. Prius: Kingdom can be viewed at http://www.youtube.com/watch?v=Ya99UBolpGQ.

Media Kingdom 00:31

Click here to view the embedded video.

“The concept was layered and rich, and the visuals needed to tell it had to be unlike anything we were used to seeing,” said Rival/ LFP’s executive producer Frank Mele. “To execute, we had to step outside of the box, and we knew Zoic would be a perfect partner to help create them.”

“Z.E.U.S. changes the equation for productions large and small, allowing realistic virtual environments to be quickly created to meet budgets as well as timeframes associated with commercials and episodic work,” said Chris Jones, executive creative director and co-founder of Zoic Studios as well as co-executive creative director for the spot. “When Rob laid out his vision for Prius Kingdom, we knew Z.E.U.S. was the answer, transforming his stylized ideas into reality. We’re thrilled to employ Z.E.U.S for the first time in an automotive spot for Toyota.”

The Z.E.U.S. Shoot – Adapting for Automotive Work

For budget purposes, the decision was made to shoot the commercial on the Universal Virtual Stage (UVS-1) at Universal Studios, a facility which Zoic helped to develop. An immersive, three-wall green screen “smart stage,” UVS-1 allowed for a cost-effective alternative to prepping, pre-lighting, and configuring the camera from scratch at another stage.

Executive Creative Directors Chris Jones and Andrew Orloff worked together to employ Z.E.U.S. in a new and exciting way to realize Feng and interTrend’s vision. Using Z.E.U.S. for automotive work required some modification to the system, since the witness camera typically mounts above the Arriflex Alexa camera, and requires direct line-of-sight to a tracking array in the ceiling for data capture. Car beauty lighting involved large reflective silks above the set, obscuring Z.E.U.S.’ ceiling markers.

Demonstrating Z.E.U.S.’ flexibility, Zoic Studios engineered the UVS-1 facility to incorporate an encoded crane – the Teloscopic LLC Techno Jib – prior to the shoot day. This proved invaluable for capturing accurate, real-time tracking data, while also helping the crew to move efficiently through multiple set-ups of the four Prius vehicles and talent. On the shoot day, a live composite was generated for each camera take using the Lightcraft system, an integral component of the Z.E.U.S. pipeline. Seeing the game-version asset of the virtual environment in reference to the live HD video feed of talent and cars through an iPad app, also designed by Zoic, Feng was able to refine camera moves and lens choices for optimum effect.

Production complete, Zoic Studios editorial imported the pre-composited footage and completed the edit with the director. Senior Editor Dmitri Gueer cut the spot in-house for Zoic Studios. Special attention was paid to finessing the speed and scale of each Prius vehicle and choreographing the four models, which were sometimes driven in separate takes due to the size of the stage. Once the edit list was generated, Zoic reconciled tracking data with the green-screen footage through time code. This gave CG artists the ability to reestablish the camera’s position in the final version of the virtual environment.

Creating the Virtual Environment

Doug Ludwig led the visual effects team with Steve Meyer overseeing Flame composition and 3D supervision by Andy Wilkoff and Mike Kirylo. In post production, the CG team worked with the director to customize the environment layout for each shot, sculpting the rolling hills and placing the trees, flowers and refueling pump in relation to the deeper mountain background. Every aspect of the terrain was modeled in Autodesk’s Maya and rendered using Chaos Group’s V-Ray render engine. Leveraging V-Ray’s robust global illumination, subtle bounce lighting and nuanced shadow details were accurately and efficiently rendered in full 1080 HD, bringing the natural setting to life. Proxy geometry and fur systems easily produced very high resolution tree models and lush grass textures. Specific placement of wildflowers patches added color and dimension. Finally, each scene was deconstructed and rendered in specific layers to give the compositing team the necessary control to manipulate the final image.

Using The Foundry’s Nuke software, along with custom tools developed for Nuke and Z.E.U.S.-based shows, Zoic’s compositors quickly processed the green-screen footage to realize near-final working comps.  With Nuke’s 3D and projection capabilities, along with Kronos, The Foundry’s retiming software, compositors matched editorial’s placement and pacing, but allowed for seamless spatial integration within the virtual environment. Several matte passes, XYZ shaders, and normal maps enabled the team to adjust the look of the environment based on elevation, depth, and contour. Each vehicle was spill suppressed two ways, for sky and for the grass, giving the Prius family a more integrated look. As a final touch, each Prius was tracked and match-moved with a CG duplicate, placed into the scenes to catch natural environmental reflections.

Credit List:

Spot Title: “Prius Kingdom”
Client/Production: Toyota/Prius

Agency: interTrend Communications, Inc.
Executive Creative Director: Oliver Chan
Art Director: Eugene Kim
Agency Producer: Clinton Otteson

Director: Rob Feng
Director of Photography: Flor Collins

Production Company: Lawrence Fell Productions
Executive Producer: Frank Mele
Producer: Andy Seshiki

Visual Effects Company: Zoic Studios
Executive Creative Director: Chris Jones & Andrew Orloff
Executive Producer: Ian Unterreiner
Producer: Erin Hicke
VFX Supervisor: Doug Ludwig
Lead Flame: Steve Meyer
3D Supervisor: Andy Wilkoff & Mike Kirylo

Editorial Company: Zoic Studios
Executive Producer: Ian Unterreiner
Producer: Erin Hicke
Senior Editor: Dmitri Gueer

About Zoic Studios:

Zoic Studios is a multiple Emmy and V.E.S. award winning visual effects (VFX) company headquartered in Culver City, CA that specializes in visual effects for feature films, episodic television, commercials, video games, advertising and design. Founded in 2002, the company has expanded to a full-scale global VFX powerhouse with studios in both Los Angeles and Vancouver, BC that is redefining the industry, efficiently delivering over 500 visual effects shots per week on time and within budget.  Zoic has created effects for popular television shows such as Battlestar Galactica, Buffy the Vampire Slayer, CSI, Fringe, V, True Blood and its Emmy-winning work on Firefly. Film credits include District 9, Zombieland, Get Smart, Spiderman 2, The Day After Tomorrow and many others. Zoic has also delivered ground-breaking visual effects in commercial spots for high profile brands including PlayStation, Craftsman, Gatorade, Jeep, ESPN and Walmart.

For more information on Zoic Studios, please visit: www.zoicstudios.com.

About Rob Feng:

Director Rob Feng, who works with Rival Pictures/ LFP in multi-cultural markets, has just signed with Paydirt Pictures for general market representation. Rob previously worked with interTrend on the Toyota Corolla “Big Dreams” Campaign, which won the 2011 ANA for multi-cultural digital campaign.

About interTrend:

interTrend is the most innovative, digitally savvy Asian market agency in the country. This year we are proud to celebrate our 20th anniversary.

www.facebook.com/intertrend.communications
interTrend Communications, Inc. is located at 555 E. Ocean Boulevard, 9th Floor in downtown Long Beach.

About Toyota Motor Sales, U.S.A., Inc.:

Toyota Motor Sales (TMS), U.S.A., Inc. is the marketing, sales, distribution and customer service arm of Toyota, Lexus and Scion.  Established in 1957, TMS markets products and services through a network of nearly 1,500 Toyota, Lexus and Scion dealers which sold more than 1.76 million vehicles in 2010.  Toyota directly employs nearly 30,000 people in the U.S. and its investment here is currently valued at more than $18 billion.

For more information about Toyota, visit www.toyota.com, www.lexus.com, www.scion.com or www.toyotanewsroom.com.

Sasha Levinson began her directorial career in 2001 with a music video for Cake’s song “Short Skirt, Long Jacket”, which was nominated for an MTV award. From there, Levinson moved on to direct high profile music videos for artists like Michelle Williams, Play and Jessica Simpson with a long form project for Target, which led her into the commercial arena.

Since then, Levinson has directed spots for Target, Diet Coke, Payless, The Home Depot, JC Penney and KSWISS. She’s won numerous ADDYS and collaborated with celebrities such as Alan Cumming, Molly Sims, Patricia Field, Bernie Williams and Eddie Izzard, directing him in several webisodes of Fox TV’s The Ritches.

She co-wrote the screenplay and was the second unit director on the feature film, The Bad Penny (2010) (Tom Arnold, Bai Ling, Josh Randall). Photography continues to be a great source of inspiration for Levinson and she recently had her first images published in the Vogue / Rizzoli book, Stylist.

A fan of storytelling, Levison recently completed a short film titled “One Day in America”. While location scouting for a Blue Cross Blue Shield spot, she stumbled across the wonderful small town of Cross Plains, Tennessee and immediately connected with many of the people she met there on her day off. She brought her Bolex camera out with the expectation of shooting the town’s annual Christmas parade but, throughout the day, people invited her into their homes and businesses and let her film them. Levinson later found the song, “Song For A Friend” by Pieta Brown, and the music went so perfectly with the imagery that she requested permission from Brown to use the song. Both Brown and the town of Cross Plains are so pleased with the film that they have been promoting it since its completion this past November.

The New York native began her career while still in film school, as a feature film Costume Designer working on a unique variety of acclaimed films including Karen Shaknazarov’s American Daughter, Hong Kong action titan Ringo Lam’s The Adventurers, Dream for an Insomniac (Jennifer Aniston, Ione Skye, Mackenzie Astin) and Joyride (Tobey Maguire, Benicio Del Toro). Levinson’s strong production sense caught the attention of award winning director Jamie Caliri who asked her to produce for him. Sasha then produced music videos for The Eels, Marcy Playground, 50 cent and P Diddy before moving into directing.

View Sasha Levinson’s Reel:

View the short film “One Day in America”:

About Holiday Films

Holiday Films was launched in June 2008 by executive producers Derek Sewell and Josefina Nadurata.

Holiday Films
322 King Street West
Ground Floor
Toronto, Ontario
M5V 1J2
T: 416-907-8404
http://holidayfilms.tv

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Click 3X‘s creative staff is growing with the additions of Senior Designer/Art Director Ryan Duggan and Senior Flame Artist/VFX Supervisor Mario Caserta.

Ryan Duggan joins Click 3X from Charlex, and has hit the ground running. He recently designed and animated a spot for Nickelodeon and executed design work for Syfy. He has earned industry standout status through his work for Motorola Droid, Bayer, Verizon FiOS, and Clairol Nice n’ Easy.

“The scope and depth of projects at Click 3X really appeals to me,” said Duggan. “The variety will allow me to flex my creative muscles on a daily basis. Creatively, I try to go beyond the client expectations and really push into new realms, so it’s exciting to work alongside talent that is hungry to put in the time to make the piece amazing.”

“When I look for a designer, first and foremost I look for an artist, and Ryan is that and more,” stated Click 3X Managing Director Jason Mayo. “As soon as I met Ryan and looked through his illustrations, it was evident that he had special raw talent. That, coupled with his confidence and his collaborative nature, sold me on him instantly. I couldn’t be more excited to have him join the Click 3X family.”

Mario Caserta’s career spans 12 years in visual effects as a designer and Flame artist for broadcast, commercials and film. Caserta held a staff position at Spontaneous, and freelanced at various NYC studios before joining the Click team. His work – done with a mix of Flame, PFTrack, After Effects, Photoshop and Illustrator – includes the launch of the Boomerang Network and broadcast design and compositing work for Cartoon Network. Caserta’s Flame work includes the Verizon Test Man campaign; a GEICO campaign; a Nickelodeon Power Rangers promo; and VFX on AT&T spots, including the highly regarded Luke Wilson campaign. He also worked on the American Family Super Bowl spot for the NFL and various beauty spots for Pantene, Garnier, Estée Lauder and L’Oréal.

He freelanced on several projects for Click 3X prior to joining the studio full time. “Click 3X offers tremendous variety, a friendly and welcoming atmosphere, and an intimate comfort level between employees and clients,” said Caserta. “That, combined with the caliber of work they produce, was enough to convince me to jump onboard. If I’m not challenging myself, I’m not growing, and I believe that Click 3X is the place where I can challenge myself creatively.” Look for upcoming compositing and color correcting work for Maryland Lottery Monopoly and a new look for the Optimum campaign as Caserta settles in at Click 3X.

“It’s about time Mario joined the team,” noted Mayo. “He’s been our go-to freelance guy for years. He is an elite VFX compositor with an amazing eye for detail and an innate ability for understanding a client’s aesthetic. Our clients are always completely taken care of when working with Mario and frankly that’s good enough for me. He’s a perfect fit for our team.”

About Click 3X

Click 3X, its interactive division ClickFire Media, and the recently launched C3X Live create engaging film, TV, web, and branded content. Positioned at the intersection of entertainment, advertising, and technology, the studios work in tandem or autonomously. Click 3X shoots, edits, designs, animates and creates VFX; ClickFire brings those disciplines into the interactive space; and C3X Live delivers branded content in-house from conception to full-service production to distribution. Click operates a full service, 11,000 square foot state of the art studio in Manhattan outfitted with 60 fulltime staffers.

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  More info: TRUST | trustcollective.com

CHICAGO, Feb. 17, 2012 /PRNewswire/ – In response to rapid growth in its Chicago office, Ogilvy & Mather Chicago is expanding its leadership team with the addition of Lee Newman as President of the unified agency, from Wieden+Kennedy Amsterdam.  Current Ogilvy Chicago chief Jack Rooney will become Chairman and CEO of the agency in addition to handling global management of the SC Johnson relationship.

In his new role, Lee will oversee day-to-day management of Ogilvy Chicago. The agency has been on a three-year winning streak, most recently adding global responsibilities for the SC Johnson business across its home fragrance and home cleaning divisions.  Other recent wins include Kimberly Clark, CDW, Arrow Electronics, Grant Thornton, Ashford University and ACT.  The agency has seen its revenues increase 150-percent and its employee base grow from 215 to 500.

“We have been fortunate to see our business in Chicago grow with the addition of significant new clients and the growth of our multi-discipline agency model,” explained Mr. Rooney.  “Lee is a proven executive with an entrepreneurial drive which is integral to our culture in Chicago.  He’s a great addition to our leadership team.”

As Managing Director of Wieden+Kennedy Amsterdam since 2008, Lee has led a group of 130 people from 25 different nationalities to service a prestigious list of global clients including Nike, Coke, Heineken, P&G, Electronic Arts, Levi’s, ESPN, GE, and BASF.  He helped oversee growth in new clients, increased profitability and expanded the agency’s footprint to include Russia and the Middle East.  This year W+K Amsterdam was named the most awarded agency by the Gunn Report.

In commenting on his move to Ogilvy, Lee said, “I’ve never had the opportunity for work for an agency with such a comprehensive suite of services. Perhaps even more impressive is the way Ogilvy has been able to put it all together into one unified offering on behalf of its Chicago clients. It’s obviously a winning formula and I’m excited to be a part of it.”

In addition to W+K Amsterdam, Lee has worked at a number of leading agencies during the course of his 20-year career, starting at Leo Burnett in Chicago.  He then worked at Fallon on BMW and was part of the team that won the first Titanium Lion at Cannes for the BMW Films campaign.  He has also worked at McKinney & Silver and GSD&M.

About Ogilvy & Mather Chicago

Ogilvy & Mather Chicago has been managed under a singular operating model since 2009 that encompasses all of the Ogilvy disciplines under one roof and one P&L: Ogilvy & Mather Advertising, OgilvyOne, Ogilvy Public Relations, OgilvyAction and RedWorks.

About 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.

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Created by Arnold Worldwide, the Integrated Effort (Television, Radio, Print and Digital) Spotlights People’s Increasing Need for Better Data Protection

BOSTON, Feb. 20, 2012 /PRNewswire/ — Carbonite, Inc. (NASDAQ: CARB), a leading provider of online backup solutions for consumers and small and medium sized businesses, today unveiled an advertising campaign created by its new advertising agency, Arnold Worldwide, with an important message for consumers: there’s no warning when you lose your files, which is why you need Carbonite. Featuring new television, print, radio and digital creative, the integrated campaign engagingly illustrates that computers need backing up, and that Carbonite is the solution for superior data protection.

The campaign’s central theme is that unexpected things – such as spills, theft, or a virus – come without warning and could cause the irrevocable loss of digital data, like photos, files, music and videos saved on computers. Carbonite delivers superior data protection to keep users’ files safe, with automatic online backup at an affordable price.

Across the campaign components, various depictions of warnings – which would not ordinarily appear – predict impending loss. In each case, the warning serves to illustrate how there is no actual warning in real life when data loss occurs, which is why you need Carbonite. The radio and TV ads will feature this message in a voiceover to further impart the significance. In the new TV commercial, which can be viewed here: http://cbnt.it/yQFwhf, a bride and groom receive warnings that they are “about to lose everything.” Rounding out the campaign are print ads, which include a spilled cup of coffee that spells out the warning, “Your Laptop Will Take a Spill,” and an airport departure screen that displays the message, “You Arrive. Your Laptop Doesn’t.”

“Every day, people lose cherished family photos, important documents and many other files due to an unexpected event. Carbonite was founded on the belief that devices that store your data should be backed up, and that online backup is the best way to do it,” said Tom Murray, senior vice president of marketing, Carbonite. “We want our customers to know that there is an easy, automatic and affordable way to backup files so that they can be easily recovered in the event of a loss.”

“We live in an always-connected world in which people’s very lives and livelihoods are tied to their computers and content,” said Pam Hamlin, President, Arnold Boston. “As we continue to save more information digitally, we’re exposing ourselves to greater vulnerability and loss. People currently have a false sense of security about the way their data is protected – if it is protected at all – and don’t realize how vulnerable they are until they lose everything. We wanted to demonstrate how easy it is to take action and protect your files with Carbonite, now and into the future.”

Media Carbonite Wedding 01:03

Click here to view the embedded video.

About Carbonite

Carbonite, Inc. (NASDAQ: CARB), is a leading provider of online backup solutions for consumers and small and medium sized businesses.  Subscribers in more than 100 countries rely on Carbonite to provide easy-to-use, affordable and secure online backup solutions with anytime, anywhere data access. Carbonite’s online backup solution runs on both the Windows and Mac platforms. The company has backed up nearly 200 billion files, restored more than 7 billion files and currently backs up more than 300 million files each day. For more information, please visit www.carbonite.com, twitter.com/carbonite, twitter.com/carbonitebiz, or facebook.com/CarboniteOnlineBackup.

About Arnold Worldwide

Arnold is a global communications company and one of the top five most creatively awarded agencies of the past decade. We are proud to represent a diverse portfolio of clients, including Aetna, Amtrak, Carnival Cruise Lines, CVS/pharmacy, Dell, Fidelity Investments, The Hershey Company, Huntington Bank, Jack Daniel’s, McDonald’s, New Balance, Ocean Spray, Panasonic, Pearle Vision, Progressive, Sanofi-Aventis, Southern Comfort, Titleist, truth®, Tyson Foods, Unilever, Vertex, Volvo and many other great brands. Arnold delivers services across all communication touch points — advertising, digital, promotions, direct, design, branded content — and is part of Havas Worldwide with offices in Boston, New York, Washington DC, Toronto, London, Amsterdam, Prague, Milan, Madrid, Moscow, Lisbon, Sydney, Sao Paulo and Shanghai. www.arnoldworldwide.com

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Leggo’s “Pasta Loves Leggo’s”

FUEL has worked once again with Director Bruce Hunt and Revolver for Leggo’s, via BWM Melbourne.  ‘Pasta Loves Leggo’s’ is a follow up to the hugely successful ‘Rhapsody in Red’ commercial, except this time a crescendo of veggies have been added to create a chunky sauce, followed by large helpings of pasta.

Media Storyboard:

Fuel’s VFX Supervisor Dave Morley: “We wanted to take this commercial to the next level and build on what we did for ‘Rhapsody in Red’, so we have more texture, more steam, more splashes and more atmosphere. It also compliments the theme, ‘Rhapsody’ is clean and smooth and this one is ‘chunkier’ with detail.”

Fuel artists hand animated the veggies and pasta to ensure they had the necessary detail to transition well between the live action shots and the CG versions. A lot of attention was paid to the models and texturing of all CG props and FX elements, including the brass horn which is modelled off antique French-style horns with the scale of brass beer vats.

Sauce simulations were created with RealFlow, steam elements with Maya Fluids. The spot was lit and rendered entirely in Maxwell and composited with a combination of Nuke and Flame.

‘Pasta Loves Leggo’s’ was finished and graded by Ben Eagleton at Fuel. It aired in Australia on February 5, 2012.

To view the commercial and read more, click here.

Media Pasta Loves Leggo’s 00:45

Click here to view the embedded video.

Credits:

CLIENT: Leggo’s (Simplot Australia)

Agency: BWM Melbourne
Exec Creative Director: Rob Belgiovane
Creative Director: Shaun Branagan
Agency Producer: Sonia McLaverty
Head of On Screen: Abby Hunt
Creative Group Head: Gus Johnston
Writer/AD: Gus Johnston

Director: Bruce Hunt

Production Company: Revolver
Executive Producer: Michael Ritchie
Prod Co Producer: Pip Smart

Editing: Sue Schweikert @ Guillotine

VFX: Fuel VFX www.fuelvfx.com

About Fuel VFX

Fuel VFX was founded in 2000 by VFX Supervisors Paul Butterworth, Andrew Hellen, Simon Maddison, Dave Morley and Executive Producer Jason Bath. Having spent several years working together on various film and television projects in Sydney, they realised they shared the same vision. It was a vision to build an innovative and energising studio of their own that could inspire both clients and crew. They accepted a small studio space at Wharf 21 on Sydney Harbour, and Fuel VFX was born.

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Strong Custom Music Package and Sonic Brand Support New Show From Network’s Top Journalist

DALLAS, TX — The anticipated debut of “Jane Velez-Mitchell,” HLN’s new nightly news show starring one of the network’s most recognizable on-air talents, features an energetic and distinctive new theme from sonic branding experts Stephen Arnold Music. “Jane Velez-Mitchell” airs at 7 PM EST, Monday-Friday on HLN.

HLN once again turned to Stephen Arnold Music for “JVM” — the latest in a series of successful collaborations that also includes original sonic brands for the shows “Dr. Drew,” “Prime News,” “Showbiz Tonight” and “Morning Express with Robin Meade.” The objective for JVM: create a strong and compelling theme that mirrored the dynamic personality of the show’s colorful host.

A Musical Jolt for “Jane”
Using an inspired mix of keyboards, loops, live guitars and bass, Stephen Arnold Music produced a driving, upbeat audio theme. The distinctive melody morphed into a musically diverse package representing rock, electronic and hip hop styles, reinforcing the show’s various moods. Stephen Arnold Music’s new theme reinforces the rebranding of the show, which had previously aired as “Issues with Jane Velez-Mitchell.”

“’JVM’ is a very musically intensive show – HLN treats the themes as theatrical elements,” Stephen Arnold, President of Stephen Arnold Music says. “The new music reflects the drive and passion that Mitchell brings to her reporting.”

Arnold adds, “When we do sonic branding for a show that’s centered around a personality, we spend a lot of time watching them on the air and seeing what they’re about before we even start writing. Jane brings drama, mystery and a lot of positive force to the screen — our goal was to capture her musically.”

Ratings Up at HLN
HLN’s 2011 ratings broke records for the network, a positive trend involving a growing number of shows scored and sonic branded by Stephen Arnold Music.

“Every show is different, but we understand that HLN needs their music to feel fresh, innovative and artist-driven,” Stephen Arnold concludes. “It’s a sound that’s connected to what their audiences are listening to, and that supports the brand objectives of each show. ‘JVM’ stands out musically, while still being a perfect fit with HLN’s lineup.”

Media CNN HLN Jane Velez-Mitchel 00:54

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About Stephen Arnold Music:
As a multiple Emmy, Addy and Promax Gold award-winning music production company, Stephen Arnold Music has over 15 years of success in delivering the sounds that make a difference to networks, television stations, advertising agencies, film studios and video game companies the world over. The company’s Commanding Sonic Branding approach to music production and commitment to industry-leading service is at the core of its promise. For more information, please visit http://www.stephenarnoldmusic.com. Blog

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