This California Utilities spot opens with views of what appear to be birds flying in a "V" formation, high overhead above scenic landscapes. As we see this flock in flight, a voiceover offers a seemingly incongruous message.
"Energy Star washing machines use half the energy and almost half the water of other models," relates the voiceover. "So they can save you a lot of money."
In an instant, however, that message makes sense in relation to the visuals unfolding before us. The camera reveals that the "birds" are instead articles of clothing flying with the greatest of ease.
The voiceover continues that Energy Star appliances "also save something even more precious-our natural resources."
The clothes then fly directly into a front loading washing machine perched atop an ocean reef that sits a few thousand yards offshore. As the clothes nestle into the Energy Star washing machine, a super appears which reads, "Flex Your Power."
The voiceover then advises, "Check with your utility about rebates on Energy Star appliances. Saving energy, it’s a way of life."
The CG intensive spot-with a smattering of live action-was co-directed by Michael Adamo and Mark Glaser of Sway, a Los Angeles-based digital studio that served as production company on the overall job, which came out of Grey Worldwide, Los Angeles. Sway contracted production house Boxer Films, Culver City, Calif., to handle the live action, with Ernesto Melara serving as live-action DP and Steve Jordan producing. The team at Sway also consisted of visual effects supervisor Glaser, exec producer Adamo, digital artists Wayne England, Robert Glazer, John Kamer and Kent Lidke, and roto artist Daisuke Goto.
The Grey creative ensemble consisted of creative director Peter Mooney, associate creative director/copywriter Andy Bobrow, senior art director Art Weeks, head of broadcast production Amy Wagoner and co-producers Liza Price and Miranda Candelaria.
Post was handled by A52, Los Angeles, with Mark Alan Loso serving as Flame artist, Darcy Leslie Parsons as exec producer, and April Killingsworth as producer. Colorist was Brian "Crash" Carlucci of R!OT Santa Monica. Michael Chandler of 48 Windows, Santa Monica, served as audio mixer. The spot employed stock music from 48 Windows.
