Fifteen minutes can change everything, as evidenced by the new 2-spot integrated marketing campaign for Geico insurance and MTV. Directed by Patrick Donnelly of the 2012 Emmy-winning creative production/post studio Cinema Five Films, the new spots weave multiple storylines and characters all interacting at the same place and time – a New Year’s Eve party 15 minutes before midnight. The ads will air throughout January 2013. nn”This was an unusually challenging project because of the level of complexities in the story and characters,” Donnelly says. “As a director, this was fun to sink my teeth into.”nnnClick here to see the MTV/Geico “Magic Moment“.nnSimilar in structure to recent films like “New Year’s Eve” or “Valentine’s Day,” which feature multiple characters and story arcs unfolding at the exact same time, the spots — “Magic Moment” and “Band Magic” (both :45s) — are set at a New Year’s Eve party at exactly 11:45 pm. “Magic Moment” follows a young man working up the courage to introduce himself to a beautiful girl he’s been watching all night (only to accidently spill his drink on her); while “Band Magic” centers on an up-and-coming singer getting ready to perform at the same party, promising herself that this will be the year her band makes it. The spots end with a sudden power outage followed by a spectacular fireworks display seen through a skylight.nnnCLICK HERE to view the MTV/Geico spot “Band Magic”.nnShot in one day on location in Brooklyn, New York, Donnelly noted that while the concept and script (created by MTV) were well conceived, what truly made the spots work creatively was the extra 15 seconds of time — a running time to 45 seconds rather then the usual 30 or 15.nn”We got lucky when the client agreed to let these run as 45s,” Donnelly says. “You usually don’t get that much time to work with, but that extra 15 seconds allowed us to hold on a shot for a few seconds more than we normally could, and let the actors bring more emotion to it. That extra time helped take these from good to great.”nnAdding to that greatness was Cinema Five Films editor Mark Breese, who focused his work on the story aspects and conveying the idea that both spots were intricately tied together. nn”It was exciting to work on these spots since we had the freedom to use our collective narrative storytelling skills to essentially create two short films tied together by a common thread,” Breese says. “The idea that main characters become background players and vice versa in between the two spots was an intriguing idea.”nnCreative CreditsnClient: MTV/GeiconProject: “Magic Moment,” “Band Magic” (both :45s) integrated marketing campaignnnAgency: MTV, New York (in-house)nnProduction: Cinema Five Films, New YorknDirector/DP: Patrick DonnellynnPost: Cinema Five Films, New YorknEditor: Mark BreesennAbout Cinema Five FilmsnCinema Five Films is a full service creative production company located in the Flatiron neighborhood of New York City. Our work includes an award winning feature film, television shows, TV commercials and network promos. Some of our clients include networks such as: CBS, MTV, Spike, Comedy Central, Starz, BET, VH1, MTV2. Some of our commercial clients include Victoria’s Secret, Visa, Rhapsody, Wrigley’s, Neutrogena, Sonic, Acuvue, Atari, L’Oreal, Revlon, Fanta, Free Credit Score, Target, Cingular, Clearasil, Proctor and Gamble and more.nnWe have also shot over a 100 live performances, music videos and interviews. Artists include Kanye West, Dave Matthews Band, Paul Weller, Alanis Morrisette, Goo Goo Dolls, Diddy, Jewel, Lisa Marie Presley, Avril Lavigne, Liz Phair, Gnarls Barkley, Rilo Kiley, Nickleback, Fountains of Wayne, Hootie and the Blowfish, Death Cab for Cutie, the Killers, Keisha Cole, Wilco, the White Stripes, Franz Ferdinand and many more. For more information go to: www.cinemafivefilms.com
Right Word Media Ray Ecke p. 973.726.3797 f. 973.726.3798 c. 201.741.1092 Contact Ray 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