New York-based Cause & [Effect] director Moh Azima captures the art of rhythm gymnastics and youthful exuberance in a new :30 “Dora Gymnastics” for Nick Jr., produced direct to client. The spot features several charming little girls eloquently twirling ribbons for their rhythm gymnastics routines. An animated Dora ends the spot twirling her ribbon, promoting the premiere of “Dora’s Fantastic Gymnastics Adventure.” nnDirector Moh Azima wanted to position the spot as less of a traditional light children’s promo and more of an elegant and inspirational spot, similar to those of popular athletic brands. He notes, “We were lucky to have great partners who were willing to do something different. I saw an emotional resonance in the script that I really felt kids could associate themselves with.”nn”Dora Gymnastics” opens with a pink leotard-wearing petite gymnast dancing away from the camera, twirling her rainbow colored ribbon in an empty theater. We quickly cut between several other little girls in various settings and costumes as they twirl and spin their ribbons in unison. The spot ends with the voiceover, “Everyone’s coming together for the performance of the summer.” Then, Dora leaps into frame in a purple leotard using her ribbon to wow a stadium crowd before jumping out of the shot, leaving in her wake the super and voiceover, “Dora’s Fantastic Gymnastics Adventure.” The spot closes on the date August 13th, 7/6c and the Nick logo.nnnnCreditsnTitle: Dora GymnasticsnAgency: Nick Jr.nProduction: Cause & [Effect]nExecutive Producer: Jason ZemlickanCreative Director: Jamie HubbardnDirector: Moh AzimanProducer: Garrett FennellynArt Director: Justin AcreenDesigner/Animator: Tim LinesnEditor: Winnie CheungnnAbout Cause & [Effect]nCause & [Effect] is a collection of highly talented storytellers, artists, thinkers, and above all-CREATORS. Writing, shooting, directing, editing, designing, compositing, animating—They see every project as an opportunity for collaboration—a chance to apply their creative team’s experience, ideas and personality, to making engaging and memorable work for their clients. www.causeffect.tv
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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 impacted... Read More