Through agency Saatchi & Saatchi Wellness, Gravity has produced a CG and live action spot promoting the pet care flea and tick prevention product FRONTLINE® Plus, featuring the brand’s “Little Green Men.” The spot broke regionally in the South in early March, and rolled out nationally on April 2nd. Zviah Eldar, Gravity CEO/Chief Creative Director, and Bob Samuel, Gravity’s CMO/Executive Producer, made the announcement. nnAs “Generations” begins, we open on the fur of the back of a dog, as we hear the VO announcer say, “Ever wonder what’s behind two little fleas? The next generation, and then countless more.” Two animated fleas are profiled, and then the viewer realizes that behind them are thousands more lurking in the dog’s fur along with countless flea eggs and ticks. The announcer continues, “How do you kill them? FRONTLINE Plus!” as we see animated, little green men appear and begin to do battle with the pests. Using their weapons, the men kill the adult fleas and ticks plus the flea eggs, thus “annihilating the next generation of fleas.” nnThe announcer concludes, “And FRONTLINE Plus works non-stop for 30 days,” as we pull out of the dog’s fur and cut to a woman and her dog concluding their visit to a vet’s office. “FRONTLINE Plus—Accept nothing less” is the final tagline.nnnClick here to view “Generations” online at Vimeo.nnSaatchi & Saatchi Wellness Creative Director Carol Fiorino said, “A few years back, we began our ‘Little Green Men’ (LGM) campaign, and last year we produced three, 15-second spots continuing that theme. This year, we approached Gravity and asked them to develop the next ‘LGM’ spot that needed to communicate a new strategy, keeping the same look and feel, while furthering the approach to the animation. They brought a lot to this new spot. We had a big story to tell in just 30-seconds, and Gravity took it to a new level through their cinematic approach and their attention to the lighting and depth of the animated environment. They did a great job and delivered exactly what we were after.” nnHarry Dorrington, Gravity’s Creative Director and Director for this spot, said, “Our approach with this spot was to give it an epic, highly cinematic look and feel, along the lines of such great ‘sword and sandal’ films as ‘Troy’ or ‘300.’ We had to convey the idea that just two fleas can very quickly propagate into many thousands of fleas. Our little green men animated characters, who were greatly outnumbered, had to fight to the death against that massive army. The challenges involved in ‘Generations‘ were how to wrangle all of these fleas, because we were dealing with such an enormous number of characters at the same time. We had to engage in a good deal of ‘flea crowd control’ and ‘flea choreography.’ There was also a great deal of rendering time for the animators involved in creating that scale of objects, which included the proper texturing, lighting, and depth, to convey the proper cinematic atmosphere we were after.” nnDorrington teamed up with live action Director Martin Brierley on “Generations,” with Gravity’s Bob Samuel and EP Doug Allenstein handling production on location in Los Angeles. nnCreditsnnClient: FRONTLINE PlusnTitle: GenerationsnnAgency: Saatchi & Saatchi WellnessnCCO: Helayne SpivaknCreative Director: Carol FiorinonACD/AD: George CapuanonArt Director: Joe MuellernACD/CW: Robyn SandsnSenior Producer: Liz TagatacnDirector of Broadcast/Content Production: Steve PytkonnProductionnDesign/CG: Gravity NYnCEO/Chief Creative Officer: Zviah EldarnCMO/Executive Producer: Bob SamuelnCreative Director/Director: Harry DorringtonnCG Lead: Ivan Pribicevic nProducer: Raena SinghnHead of Production: Karen Bianca BisignanonEditor: Marc SteinbergnProduction Coordinator: Sarah McCulleynnLive Action: Gravity/Visual NomadnDirector: Martin BrierleynEP: Bob Samuel/Doug AllensteinnProducer: Carr DonaldnDOP: Joost Van StarrenbergnnAbout GRAVITYnGravity is an international visual effects, design and brand communications company with proven expertise in three integrated divisions: Features & Television, Commercials, and Digital. With 250 talented professionals across offices in New York, Los Angeles, Connecticut and Tel Aviv, the company is a widely renowned generator of high-end visual effects, creative content, motion graphics design, animation, branding, and digital strategy. nnThe company’s clients include Universal Pictures, Warner Bros., DreamWorks, Sony Pictures Entertainment, HBO, Paramount Pictures, The Weinstein Company, Dimension Films, Coca-Cola, General Motors, Mercedes Benz, Verizon, Pantene, MGA Entertainment, Carlsberg, Kmart, and Braun. Gravity’s recent feature film credits include “Tower Heist,” “Crazy, Stupid, Love,” “The Adjustment Bureau,” “Arthur,” “The Other Guys,” “Salt,” “The Reader,” and “Ghost Town.” The company’s television credits include HBO’s “Bored to Death,” “The Sopranos,” and “Sex and The City.”nnGravity’s New York office is located at 315 Madison Avenue, 3rd Floor, New York, NY, 10017. The phone is 212/986-1584. The company’s West Coast office is located in the Lantana Building, 3000 West Olympic Blvd., Santa Monica, CA, 90404. The phone is 310/264-3909. For more information, please visit www.gravityworld.com.
Media Contact for Gravity: Dan Harary The Asbury PR Agency/Beverly Hills 310/859-1831 Contact Dan via email
Creatives from Nat Geo’s “Sally,” A24’s “If I Had Legs,” Bleeker Street’s “The Wedding Banquet” and More To Speak at The Inaugural “Behind the Camera House” in Park City during Sundance 2025
The first-ever “Behind the Camera House” will launch in Park City during this year’s 2025 Sundance Film Festival, inviting industry professionals, creatives, and media to engage in a day of community building through meaningful conversations, insightful panel discussions, and unique networking opportunities on Monday, January 27, 2025. Produced by Impact24 PR, co-hosted by Goodside, and led by programmer Jocelyne Roman, the event will take place at 1167 Woodside Ave, Park City, UT 84060. This one-day activation will serve as a dedicated space for creatives to hang out and connect with other festival attendees and the filmmaking community, with special attention and spotlight towards behind-the-camera crafts including picture editing, composition, sound design, costume design, and production design. The event will also give attendees an inside look at the creative processes behind the films featured at the prestigious Sundance Film Festival with exclusive panels. Showcasing industry leaders, filmmakers, and creatives from across the globe, each panel promises to be a deep dive into the artistry and craftsmanship of contemporary cinema. The day begins at 10:00 a.m. MT with the Behind the Camera House Breakfast, co-hosted by panelists from the first panel of the day – “Shaping the Narrative with Post-Production Artists.” The panel will showcase how creatives turn raw footage into compelling stories through artistry and innovation. Featured panelists include editors Brett W. Bachman, ACE (Rabbit... Read More