New York-based visual effects and animation studio Light of Day Creative Director of Development Charles Nordeen recently collaborated with agency Fenton to help conceptualize and lens a new television PSA for Carton Council that encourages families to “let the carton live on” by recycling food and beverage cartons once they’re empty. nnCarton Council worked with Fenton, a public interest communications firm, who tapped Light of Day to lens, edit and create the visual effects at the heart of the commercial. Light of Day created VFX that show the benefits of recycling more directly than ever before.nnnnKitty Overton, video producer at Fenton, said, "Working with Light of Day and Charles has been a delight. This has been an effortless and seamless production experience and we appreciate Light of Day‘s collaborative nature, meticulous attention to detail, and intelligent VFX work." In the spot, a recycling bin transforms a family’s empty beverage cartons into brand new paper towels, napkins, tissues and paper right in their kitchen. "We wanted to convey this idea that once you recycle something, that actual carton is processed and turns into a final product that people can then recycle again," says Nordeen.nnMore than the actual VFX work, Nordeen had to make sure the effects meshed with the message of the PSA. "That’s not what people normally do, especially not in PSAs. You don’t usually bring a clear animated effect that’s not reality into a PSA which is trying to get the point across that’s real," explains Nordeen, "We worked closely [with Fenton] to make sure that we split the difference between reality and suspended reality and still get the point across that this is something that you really actually do… and still make it fun."nnFenton came up with the concept for the spot, while Light of Day helped them further conceptualize their ideas. Light of Day also wrote storyboards, directed, filmed, and added effects. The spot was filmed by cinematographer John McCabe, and edited by John Marinis of Cutting Room.nnCreditsnnAgency: FentonnProducer: Kitty OvertonnCreative Director: Josh GoldnProduction Company: Light of Day nDirector: Charles Nordeen nCinematographer: John McCabe nEditing Company: Cutting RoomnEditor: John MarinisnVFX Company: Light of DaynVFX Creative Director: Colin Stackpole nFlame Artist: Dino TsaousisnCG Artist: Justin BarnesnColorist: Natalie WollmannnOnline Edit: Meggen BurdicknnAbout Light of DaynFounded in 2011, Light of Day is based in Manhattan, New York. First and foremost a creative shop with production and vast post production capabilities, Light of Day specifically provides visual effects and animation skills to the advertising, broadcast, music video and feature film industries. Light of Day creates a seamless work-flow between high-end compositing and 3D, and generates photo-real and stylized looks for films, online media and TV commercials. www.lightofday.tv
Media: Geanna Diaz double E communications Contact Geanna via email 212.941.7590
Union’s Tim Thornton-Allan Edits Santa’s ‘Naughty List’ for Toyota
We may not get a second chance to make a first impression, but when the opportunity presents itself to right our wrongs in time for Christmas, we should seize the moment. In a new holiday spot for Toyota, a little boy realizes he is probably on Santa’s “Naughty List” and resolves to do something about it. The spot was created via Conill Advertising, produced by MJZ, directed by Fredrik Bond, and edited by Tim Thornton-Allan of Union Editorial/Los Angeles and Marshall Street Editors/London. Watching a program on his iPad in the back seat of his dad’s Toyota Tundra, our young protagonist receives a warning: “If you’ve been naughty, Santa won’t bring you any presents.” The lad wastes no time: “Papa! Turn back!” he commands. Father and son proceed to make the rounds, stopping at school, the neighbors, and elsewhere around the neighborhood, to set things right and deliver apologies. The boy even goes so far as to make amends with his little sister - returning the head of a favorite doll. The child’s restitution has the desired effect, and on Christmas morning, he receives exactly the gift he’d asked for. Judging by what he does next, he may have his work cut out for him next year, but we can all just take things one “Naughty List” at a time. Read More