Hybrid production studio Vitamin has teamed with Tallahassee agency Bright Red to create a multi-platform ad campaign for Pilot Corporation of America, makers of high quality, innovative writing instruments, to highlight the many ways Pilot’s unique pens help people make their own distinctive mark.nnThe campaign, which includes broadcast, print and web components, was designed, produced and finished entirely by Vitamin‘s in-house creative team. The broadcast spots feature relatable moments in day-to-day life showing how there is a Pilot Pen to fit everyone’s needs. A songwriter, for example, uses the FriXion erasable gel ink pen to completely erase lyrics, and then smoothly rewrite them after learning that his girlfriend has dumped him. The lyrics and whimsical drawings represent the singer’s thoughts and emotions, and spring to life like doodles on blank paper. (All of the animation is hand drawn by artists using the appropriate Pilot Pen.) The Pilot campaign tagline is “Power to the Pen.”nnnYou may view Vitamin‘s work online for Pilot Pens HERE.nnThe print and web components employ a similar style and theme, associating Pilot Pens with the unique personalities and lifestyles of individual people. The web campaign centers on an interactive website, www.powertothepen.com, that invites consumers to submit blog entries and photos of “masterpieces” created with Pilot Pens.nn”Everyone has different needs and it was important to showcase this idea,” explains Vitamin creative director Danny DelPurgatorio. “We wanted to illustrate how people use pens in their daily routine, all the while keeping things upbeat and fun.”nnDelPurgatorio says that having all the work originate from one studio offered creative and practical advantages. “The campaign’s creative stems from one design. We established a look upfront and from there we were able to apply those sensibilities across multiple platforms.” He observes that “It resulted in a seamless production from start to finish. This is what we do best.”nnFor the live action portion of the broadcast spots, Vitamin cast and shot the spot with DelPurgatorio directing. A still shoot for the print and web components was handled simultaneously so clients could oversee aspects of both productions at the same time. Design, animation (2D and 3D), visual effects, editing and sound mixing were all done at Vitamin‘s Chicago studio.nnDelPurgatorio said that the creative benefitted from a rich collaboration that developed between Vitamin, Bright Red and Pilot. “We had a lot of fun working with the agency creatives and the team from Pilot,” he says. “They worked with us from design through execution. The energy was great.”nnCreditsnAgency: Bright Red TBWA. Carol Klopfenstein, Agency Producer; Eric Thomas, Agency Associate Creative Director; Cole Zimmerman, Agency Account Executive.nnProduction: Vitamin. Danny DelPurgatorio, Director; Larissa Shames, Senior Producer; Mary Dezulskis, Line Producer; Steven Piet, Director of Photography; Matt Beharry and Pete McDonald, Art Directors; Matt Beharry and Rob Foster Compositor, Linas Jodwalis, 3D Lead; Michael Siegel, 3D Artist; Tony Legato, Storyboard Artist; Matt Egan Editor; Fred Keller, Colorist; Adina Kwasigroch, Associate Producer.nnYou may view Vitamin‘s work online for Pilot Pens HERE.nnVitamin is located at 232 East Ohio Street, Chicago, Illinois 60611. For more information, call 312.664.6683 or visit www.vitaminpictures.tv.
Larrisa Shames Senior Producer Vitamin 312.664.6683 Contact Larrisa via email
Contact:Media: Linda Rosner ArtisansPR 310.837.6008 Contact Linda 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 impacted... Read More