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    Birthing New Technology

    By SHOOT StaffUpdated:No Comments1283 Views

    While Kinka Usher has never delivered a baby, the director has delivered an endearing new spot called "Birth" for Apple. Created by TBWA/Chiat/Day, Los Angeles, the ad finds a father-to-be eagerly snapping digital photos as his wife gives birth to their first child. In the process, viewers get to see just how simple Apple’s iPhoto technology is to use.

    The :60 opens in a hospital operating room where a woman is grunting and groaning as she strains to give birth. Her husband-clad in surgical scrubs-documents the occasion by continuously taking photographs. Meanwhile, he attempts to soothe his wife. "It’s OK, honey," he assures her. "Visualize the green pastures with the white fluffy clouds." Shoot Online subscribers may read this week’s Top Spot of the Week in full by accessing the Current Issue in the Members Area.

    CLIENT

    Apple Computer/Apple iPhoto.

    PRODUCTION CO.

    House of Usher Films,

    Santa Monica.

    Kinka Usher, director; Barry Peterson, DP; Taylor Ferguson,

    executive producer; Nancy Hacohen, producer. Shot on location in

    Long Beach, Calif.

    AGENCY

    TBWA/Chiat/Day, Los Angeles.

    Lee Clow, chairman/worldwide creative director; Duncan Milner, senior partner/creative director; Eric Grunbaum, creative director;

    Moe Verbrugge, art director; Maya Frey, copywriter; Cheryl Childers, producer; Mike Refuerzo, assistant producer.

    EDITORIAL

    Nomad Editing Company,

    Santa Monica.

    Glenn Martin, editor; Maya Hawke, assistant editor; Shannon Preece, producer; Susye Idema de Melega, executive producer.

    POST/ VISUAL EFFECTS

    Company 3, Santa Monica.

    Stefan Sonnenfeld, colorist; Noel Castley-Wright, visual effects supervisor/online editor.

    AUDIO POST

    Eleven, Santa Monica.

    Jeff Payne, engineer; Christopher Hildrew, assistant engineer.

    SOUND DESIGN

    Nomad Editing Company.

    Francois Blaignan, sound designer; Farrah Tampoya, assistant sound designer.

    By Christine Champagne

    Category:Top Spot of the Week

    AD&Co. Launches Studio A; Davida Hall To Head New Venture As Sr. Director of Creative Content

    Thursday, November 14, 2024

    Female-founded and led creative marketing agency AD&Co. has opened Studio A. The new venture will serve as AD&Co.’s in-house social brand content division, focused on developing and producing digital programming for advertising, social media, and influencer marketing campaigns designed to reach today’s audiences on the most popular and pivotal platforms. Davida Hall has been named to head Studio A as sr. director of creative content. She shifts over from AD&Co. where she held the same title since December 2023. Hall’s affiliations prior to AD&Co. include PopSugar and Studio71.

    Amy Demas, founder and chief creative officer of AD&Co., said, “We understand content is king-—or queen—and that our clients need to engage their customer communities where they live. That inspired the logical expansion of AD&Co with Studio A, which is committed to producing only the most engaging and authentic brand stories.”

    Studio A will harness both AD&Co’s and Hall’s deep expertise in the lifestyle sector, as content creators and avid consumers. Specializing in reaching audiences where they spend their time, the studio is immersed in social media, pop culture, and current trends, expertly crafting visuals, language, and storytelling to reinforce client brand identities and cut through the noise.

    Studio A debuts with the “This Is Me” campaign for Love + Craft + Beauty, a brand dedicated to embracing and promoting diversity within the beauty space. “This Is Me” highlights Gen Z’s affinity for radical self-expression that allows individuals to tell their own stories, free from labels, using beauty and fashion as tools of authenticity. The campaign showcases models celebrating their unique qualities to present... Read More

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