To usher in the ultimate seven-day viewing fest for weather geeks, 2C Media and The Weather Channel collaborated on a pair of promos for the network’s “Hurricane Week,” which kicked off Monday, August 5. Each of the two spots begins with a scene familiar among U.S. television viewers and quickly transforms it to reveal the deadly, destructive force of a hurricane. Combining live action, stock footage and intense digital post effects, the campaign provides the perfect intro to a week’s worth of hurricane madness, presented as only The Weather Channel does best. nnShark-icane nLet’s face it. The Great White Shark has become a pop culture staple in the summer, unavoidable on the tube. So, making a play on the whole “Sharknado” craze, writer/producer David Gold decided to pit a shark against a hurricane in a playful spot to see which would really emerge as nature’s deadliest force. Stock film footage and digital effects send a Great White flailing amid a volatile sea, its prey let loose as the hurricane defeats the shark.nn
nnDay at the BeachnBy now, viewers are also quite familiar with those dreamy Corona ads, the ones that let you eavesdrop on the ultimate picture of tranquility… two comfy chairs on a pristine private beach where the only sound is the surf caressing the shore. The second “Hurricane Week” promo, conceived by The Weather Channel‘s Stephen Clark, takes this setting and introduces a raging hurricane at seemingly mock speed… the unlucky couple scampering off to avoid inclement weather. Shot on a real South Florida beach, this spot incorporated 2C’s sheer graphics magic in transforming its ordinary “beach day” live action scene into a veritable nightmare.nn
n n”The Weather Channel is a phenomenal partner, allowing us the creative freedom to have a lot of fun with these spots while still conveying the serious threat posed by hurricanes in the United States every year,” said 2C Media president and executive creative director Chris Sloan. “I’m really proud of the 2C team for what they were able to pull off with this one all the way around from concept and writing to shooting, directing and post.”nn”When 2C initially pitched the Shark-icane concept about a great white versus a hurricane, I was all in. Cool idea, killer execution…a smart way to have a little fun with a serious topic, and still evoke the awe and fascination we all have with these storms,” said The Weather Channel Creative Director Mark Fredo.nnThe “Hurricane Week” promos are the latest in a growing list of campaign collaborations between The Weather Channel and 2C Media. These also include spots for such series as “Hurricane Hunters,” “Deadliest Space Weather,” “Coast Guard Florida” and “Coast Guard Alaska.” nnCreditsnnWeather Channel (same for both spots):nCreative Director: Mark FredonManager, Advertising and Promotion: Stephen Clarknn”Day at the Beach“nnExecutive Producer: Chris SloannProducer: Ben FranknProducer: Andrew NathansonnDP: Mark MoormannDesign Director: Luis MartineznCG Artist/Compositor: Dmitri ZavyazkinnCG Artist/Animator: Aaron MageenSound Design: Omar ChaveznAudio Engineer: Cesar Haliwann”Shark-ican
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Liz Charky Directs a Playful and Reflective Video For Henry Hall’s “Tiny Door”
Directed by Liz Charky, the music video for Henry Hall’s ‘Tiny Door’ is a playful and profound exploration of the song’s intriguing perspective on love. Silly moments and serious heartbreak are skillfully weaved together in a series of cheeky, dreamy, profound, and sometimes psychedelic scenes. “I am a huge fan of love songs that have an unusual, hyper-specific perspective on love,” says Hall. “That’s what I wanted to do with ‘Tiny Door.’ It’s about loving someone unconditionally while recognizing that love is something that isn’t always straightforward — I think that’s something we all attempt to come to terms with in our lives. I thought it was a unique yet universal detail about love and therefore an intriguing subject matter for a song. Even though the song is a ballad at its core, it still has a lighthearted sense of humor to it — that’s really portrayed well by Liz, and Ellin Aldana, our cinematographer.” Charky explains, “When I first listened to the song, I felt it was a love song full of longing with a kind of wishful melancholy. As I spoke with Henry about his intention behind the lyrics and sound, I was assured that I'd need to explore heartbreak in a nuanced way – with a degree of levity and playfulness. For me, falling in and out of love runs the full course of human expression. Love and heartbreak can be so emotionally intense and sometimes lonely, other times quite goofy or liberating. In developing the concept, I focused on both the literal and figurative ways that falling in and out of love might look like. So, you see Henry and co-star Franny Arnautou falling, flying, dancing, raging, winking, smiling, and... Read More