Moving to a beat that defies categorization, the new music-driven campaign for MetroPCS celebrates people living lives their way—free from expensive, restrictive cell contracts.
The Richards Group concept showcases a world where everyone’s life is on the move in a symbiotic unison. The six-spot campaign, shot in New York and Miami, includes cityscapes in which people of all ages, ethnicities and circumstances move to a newfound beat with obvious joie de vivre.
“This was the most collaborative process between client, agency, director and editor I’ve ever been involved in,” says TRG Creative Director Chuck Schiller, who along with his creative partner Aaron Thornton and Producer, David Rucker, teamed editor Marc Stone of 3008 and director Luc Janin of Shilo, New York, for the campaign.
“Luc was passionate about the project and I welcomed the opportunity to work with him on location and during the edit back in Dallas,” says Stone of the French-born director. “It helped ensure that his vision carried forward.”
“Marc and Luc achieved a level of reality that gives the spots an organic feel and leaves the impression that we just went out and shot street scenes,” says Schiller. “This was a gigantic shoot with a huge cast and many different situations and scenarios; we worked without a storyboard and got our client involved early, viewing offline during the first week editing.”
TRG Producer David Rucker, noted that the campaign represents a new direction for Metro PCS. “Because Marc was on the shoot and had such a close partnership with Luc, he knew which takes to choose and did a great job under the pressure of a two-week turnaround.”
3008 Sound Designer/Mixer Matt Cimino layered 60-some odd audio tracks to blend music and street sounds and enhance the working city vibe. The 3008 team also included Finishing/FX Editor Mark Sullivan; Senior Post Producer Anne Strock, and Assistant Editor Jenna Milano.
Beacon Street Studios in Venice, CA composed the catchy music that drives the spots and lingers in people’s heads, earning praise for creating music that defies classification.
Sync Cities, Store, Hat and Rhapsody are airing nationally now. Hispanic versions of Sync Cities and Store are also airing in select markets.
Credits
Client – MetroPCS
Titles – Hug, Store, Sync Cities, Store, Hat and Rhapsody
Agency – The Richards Group
Producer: David Rucker
Brand Creative/Group Head: Mike Malone
Brand Creative/Writer: Chuck Schiller
Brand Creative/Art Director: Aaron Thornton
Brand Creative/Art Director: Luis Cuenca (Hispanic spots)
Production Company – Shilo NY
Director: Luc Janin
Exec Producer: Arthur Portnoy
Producer: Cathy Cooper
Production Supervisor: Tom Nifenecker
Editing – 3008 Dallas
Senior Producer: Anne Strock
Editor: Marc Stone
Sound Design & Mix: Matt Cimino
Composting/Online/Finishing: Mark Sullivan
Assist: Jenna Milano
Music – Beacon Street Studios
Telecine – Independent Colour
Colorist – Rick Stephenson
About 3008
Offering editing, audio and VFX, 3008 serves national and regional brands in both general and Hispanic markets with clients including The Richards Group, Moroch/Dallas, Inspire!/Dallas, and JWT’s Team Detroit. Recent work includes spots for Casio G’Z One Commando, Western Union, FRAM, Boost Mobile, Wawa, McDonald’s and Suddenlink along with a number of web videos and audio projects.
3008 is located at the gateway to the Dallas Arts District on Ross Avenue and Central Expressway. Visit us at www.3008.com.
