Backyard director Chace Strickland gives tech-obsessed kids a real-life California adventure in the stylish and exuberant new :60/:30 “Kids At Play” for Visit California—California’s Official Tourism Board—out of Mering Carson, Sacramento, CA. The spot features a gaggle of youths engaging in the natural, outdoor equivalents of texting, gaming, downloading and more. The takeaway: ditch the digital world and head west. nnStrickland and team covered numerous major recreational destinations in the Golden State and got authentic performances from kids of all ages. Says the director, “This was one of the best experiences I’ve ever had directing. All of the kids were great to work with and our production team was remarkably efficient and nimble.” nn”Kids at Play” opens on a boy luxuriating in a chaise lounge by a pool. He says, “You think kids don’t get out and play enough?” Next we see a girl riding a San Francisco trolley and another soaring down a zip-line through an old growth forest declaring, “We’ll just be online the whole time.” Trips to Sea World, rollercoasters “downloading,” forested rivers “streaming” and soccer on the beach “constantly gaming” follow. A group of kids on horseback, trotting under the Hollywood sign say, “Maybe kids should get out and play more,” followed by Modern Family’s Rico Rodriguez at Disneyland confidently stating, “But where… right here.” The Visit CA logo and tag “Find yourself here” close out the spot, enticing families to plan their play time in California. nn
nnAn expert at directing kids, Strickland gives young performers room to be themselves. Continues the director, “For me, it’s all about casting; that’s where the heavy lifting happens. You can pretty quickly see if the kid is magnetic and if they’ll be able to handle the challenges of production. On set, I try my best to make them feel completely comfortable, let them improv a bit and generally allow them to be kids.” nnAdds Backyard executive producer Eric Bonniot, “Chace is an exceptional collaborator. He makes everyone, including the performers, feel like they have a say. People love working with him; essential for a challenging shoot like this.”nnThe genesis of the creative was to take the tongue-in-cheek content of past Visit California campaigns and adapt it for families and kids. “We had a strong, relevant concept. Then we essentially tried to create a beautiful and realistic documentary,” says Strickland. Shot on the ARRI Alexa, Strickland employed a lot of handheld, technocrane and even a remote helicopter for challenging terrain and overhead shots.nnCreditsnClient: Visit CalifornianTitle: “Kids at Play” :60/:30nAirdate: currently airing nWhere shot: San Francisco, San Diego, L.A. and AnaheimnAgency: Mering Carson, Sacramento, CAnCreative Director: Greg CarsonnArt Director: Rob PetirenAgency Producers: Liz Ross, Janelle OkamotonProduction Company: Backyard Productions, BicoastalnDirector: Chace StricklandnDP: Kris KachikisnProducer: Kelly AmatonExecutive Producer: Eric BonniotnEditorial Company: Union Editorial, L.A.nEditor: EinarnMusic Company: Mophonics, Venice, CAnMusic Producer: Michael Frick nnWho is BACKYARD?nWe are Backyard: a trusted production company, defined by genuine talent and driven by a commitment to deliver inspired creativity beyond expectations.nnBackyard is led by President/Partner Blair Stribley, Partner Tom Duff and his Partners at Optimus, and new Partner Chris Zander.
Virginia Scripps Press Kitchen 310-392-6682
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