On July 19, the Fan Favorite reality series “Project Runway” hosted by supermodel Heidi Klum featuring fashion celebrity Tim Gunn kicked off its tenth season on the air. For the eighth year in a row, the hit show is nominated for the Emmy® Award in the category of “Outstanding Reality-Competition Program,” and this season, Lifetime executives turned to the Emmy® Award-winning creative production company Shilo and director Jose Gomez to lead the creation of its spellbinding on-air promos.nnThe artful spots convey their story of the ever-changing world of fashion using beautiful live-action footage of the series’ striking principal talents amidst misty, shape-shifting fields of smoke. As Heidi and Tim transform their fashions and their attitudes, colorful text informs viewers that this season, "it’s cut or be cut." For Lifetime, the project credits include VP on-air promotions JAS Sustrich, creative director Aaron Goldman, producer Karen Griffenhagen, and production manager Vicki Adams.nn
nView “Project Runway” on-air promo spots online here.nn"We were really excited for this particular project because of its beauty and style components, and our integration of visual artistry to the most fabulous reality television series in history," Jose began. "What proved to be especially great and unique for us was that Lifetime’s executives were very open and receptive to our creative concepts around their tagline of ‘fashions fade, runway is forever,’ and that openness had a huge impact on the final results." nn"Creating a spot that capitalized on Heidi and Tim as the icons of Project Runway in a visually arresting way was something we’d never done before," said Aaron Goldman. "Contestants come and go, styles come and go, but Heidi and Tim are always our entry point into the show."nn"The style boards, both beautiful and dramatic, instantly captured everyone’s imagination and made the pitch process very easy," added JAS Sustrich.nn"Our primary goal was to create something that would echo Project Runway’s high fashion roots, yet still be accessible to viewers," Jose continued. "After much deliberation, the concept entitled ‘In and out of the spotlight’ was fleshed out with design and storyboards. We even filmed one of our staffers in our studio runway walking a la Heidi Klum for a motion test to show the full effect of our vision. It took about a month of designing, revising, and redefining our concept to create something that clicked for everyone, but the final result is everything we envisioned and more."nnWith Jose serving as Shilo’s creative director and director, his team leaders also included art director Curtis Doss, lead 3D artist Billy Kwok, design lead Tom Green, designer Josh Childers, editor Mark Imgrund, producers Chris Palladino and Brad Herbst, head of production Hilary Wright, and executive producer Arthur Portnoy. To capture their new live-action footage, Jose shot Ms. Klum and Mr. Gunn over the course of a full day, working with director of photography Omer Ganai. By using one Arri Alexa camera system hand-held and a second on a dolly, the talent was captured at 120 frames-per-second on a dark and moody set with some practical smoke effects.nn"Tim and Heidi were really into the whole idea," Jose said. "We had a lot of conversations about what the mood and intent was for the spots and they made themselves ready and available to capture the right performances for us."nnWell known for its innovative approaches in creating stunning visuals with cinematic production values, Shilo’s artists challenged themselves to artfully use the combination of real smoke and CG particles to heighten the storytelling and the transformative transitions between the show’s talents. "Between Autodesk Maya and Adobe After Effects, we did extensive R&D to get the smoke, the smearing and the color correct on the particle side," Jose added. "We had three animators working full-time just on the particles alone."nnFull project credits are available upon request. To learn more about Project Runway Season 10, please visit www.mylifetime.com/projectrunway.nnAbout ShilonShilo is an Emmy® Award-winning creative production company representing a group of filmmakers led by director Jose Gomez. Internationally known for creating original and commissioned work that is powerful, provocative and visually extraordinary, Shilo’s deeply held passions for design-infused storytelling and their innovative applications of live-action, design, and animation techniques deliver breakthrough experiences for screens large and small. From its studios in New York and California, where recent projects have spanned short films, commercials and music videos, Shilo has the capacity and experience to originate ideas and handle all aspects of production. Shilo published its first book, We Make It Good, in 2007, and also curates and produces content for the blog www.WeMakeItGood.com. For more information, or to request a reel, please contact Arthur Portnoy at +1.212.219.4700, or visit Shilo online at www.shilo.tv.
Contact:
Roger Darnell DWA for Shilo Phone: 1.828.264.8898 Contact Roger via email
Who Needs Los Angeles? We Do.
One doesn’t have to be a statistician to know that there are fewer commercials being shot in the U.S. today for the American market than ever before, and a dramatic decrease in L.A. in particular. In the last five years, as reported by FilmLA (the office tasked with issuing permits), L.A. commercial production has dipped 31 percent. But here’s the thing: This doesn’t mean that L.A. has lost its importance as the production center of the world. Production in L.A. is vital. It is the go-to. It’s where you can count on access to exemplary crews, a support infrastructure second to none, varied location and backlot options, a large population of on-screen talent and (fairly) predictable weather. The fact is, with overall decline and now the devastation of the fires, we’re on the brink of losing this mainstay resource. Without employment opportunities and now many without homes, talented and trained crew are bound to leave either the industry or the LA area for other opportunities, unless there are enough job opportunities to sustain a solid living. Now is the time when we ALL must support and bolster this community. Production is needed in L.A., now! Of course, advertising is a business, and marketers’ money should be spent as efficiently as possible, BUT we have to think beyond each production and know that if we lose the incredible resource of L.A. production as we know it, then marketers, agencies and the industry loses in the long run. Over the past several days, some agencies have issued directives to production companies that are unilaterally pushing upcoming production options out of L.A. The fact is L.A. is a large area, and many sections of the city and county are not directly... Read More
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