Jeffrey DeChausse Directs Films For TiVo On Demand, Web And Theaters
By Millie Takaki
The exploration of branded content–and using TiVo, for example, as a platform for entertaining client messages–has led agency Team One, El Segundo, Calif., to create a series of three two-minute HD documentaries shot in Paris and produced by Boxer Films, Los Angeles. Jeffrey DeChausse directed for Boxer.
Each documentary in this Science of Desire series–billed as being presented by the 2007 Lexus ES 350–profiles an artisan sharing insights about his art. The individual subjects in each piece are: Jean-Michel Doriez, a perfumer with Jean Patou, Paris; Pierre Marcolini, a master chocolatier; and Christian Pol-Roger, a fourth generation champagne vintner.
In the latter, Pol-Roger refers to the wine being fermented to make champagne as “a liquid diamond.” He parallels the wine cellars to “a university” in terms of the sparkling libation developing potential and personality.
His advice to the consumer: “Look for a brand that has a great reputation to lose.”
A voiceover then intervenes, accompanied by footage of a Lexus being put through its paces on a winding road. “Passion is the product of skill, dedication and patience,” relates the narrator. “An entirely new ES: The Lexus ES 350. The passionate pursuit of perfection.”
The other two documentaries are similar in feel and message. Doriez relates that when he creates and develops a fragrance, he thinks of a moment in the life of a woman. He notes that when you smell something and have a good memory attached to it, you will probably want to smell that fragrance again. After we see him painstakingly seek “a fragrance that feels like sunshine,” the voiceover observes, “Desire is too precious to be left to change–The Lexus ES 350.”
And Marcolini sees his role as a matchmaker helping to create “a marriage” between “chocolate and the person,” an attraction which spans taste, sight, mind and emotion. The voiceover shares, “Seduction just doesn’t happen by accident. It’s a trap laid with hard wok and dedication–The Lexus ES 350.”
The documentaries are tagged with and hopefully will drive traffic to the Web site address AllNewES.com/desire.
Plans call for the Science of Desire mini-documentaries to be shown not only on TiVo On Demand and on the Web, but also in theaters.
Director DeChausse’s support team at Boxer included executive producer John Clark, head of production John Quinn and producer Mark Fox. The DP was Jordan Valenti.
The Team One creative ensemble included executive creative director Chris Graves, group creative directors James Dalthorp and Jon Pearce, associate creative director James Hendry, senior copywriter Kathy Hepinstall, and group management supervisor, integration manager Ginge Chistensen, and executive producer Jack Epsteen.
Editors were Rob Groenwold and Pedram Torbati of B17 Editorial, Los Angeles.
Google Opens Its Defense In Antitrust Case Alleging Monopoly Over Online Ad Technology
Google opened its defense against allegations that it holds an illegal monopoly on online advertising technology Friday with witness testimony saying the industry is vastly more complex and competitive than portrayed by the federal government.
"The industry has been exceptionally fluid over the last 18 years," said Scott Sheffer, a vice president for global partnerships at Google, the company's first witness at its antitrust trial in federal court in Alexandria.
The Justice Department and a coalition of states contend that Google built and maintained an illegal monopoly over the technology that facilitates the buying and selling of online ads seen by consumers.
Google counters that the government's case improperly focuses on a narrow type of online ads — essentially the rectangular ones that appear on the top and on the right-hand side of a webpage. In its opening statement, Google's lawyers said the Supreme Court has warned judges against taking action when dealing with rapidly emerging technology like what Sheffer described because of the risk of error or unintended consequences.
Google says defining the market so narrowly ignores the competition it faces from social media companies, Amazon, streaming TV providers and others who offer advertisers the means to reach online consumers.
Justice Department lawyers called witnesses to testify for two weeks before resting their case Friday afternoon, detailing the ways that automated ad exchanges conduct auctions in a matter of milliseconds to determine which ads are placed in front of which consumers and how much they cost.
The department contends the auctions are finessed in subtle ways that benefit Google to the exclusion of would-be competitors and in ways that prevent... Read More