Simon Cowell and Sony Electronics teamed with Foundation Content, through agency/partner Omelet to conceive and produce a unique, cross-platform advertising campaign designed to introduce Sony’s new “X Brand” Headphones. Foundation Content directors James Levon and the Focus Creeps shot the spots over four days on various locations across Los Angeles and San Diego, with second unit photography also shot in NYC.
The new campaign is running on in-store video monitors at Walmart, Best Buy, Target and Sony stores, and on the Jumbotron screen in New York City’s Times Square. The Foundation Content-produced spots are entitled “Soul and Science” and “Lifestyle.”
In director Levon’s fast-paced spot “Soul and Science,” we see a cross-section of young people, from a car to a nightclub, from the sidewalk to a dance studio, and from a record store to the beach, describe what music means to them. A personal interview with Simon Cowell is included, in which he says, “I love music so much, I wanted to be in a position where I could make it. There is a different between ‘hearing’ and ‘listening’–I needed a serious tool to do my job. Sony and I both wanted to make the best headphones in the world, so we went to work. They just sound better.” Sony engineers then describe the features of the new headphones, after which noted music artists espouse the new product as well. The tag reads, “X: We Live Music. Sony.”
In “Lifestyle,” directed by the Focus Creeps (Ben Chappell and Aaron Brown who as a duo gained inclusion into SHOOT‘s 2010 New Directors Showcase), we see a music video-style montage of young people moving, dancing, and listening to their favorite tunes while wearing the Sony X headphones. The action packed video, set entirely to music, continually reinforces the theme “We Live Music.” The spot’s attractive young people remain on the “go” through a seamless blend of nightclubs, outdoor fun spots, and recording studios, along with a variety of other urban and suburban settings.
Foundation Content’s Anna Patel edited “Lifestyle.” Director Levon cut “Soul and Science.”
Founded in 2004 by Samantha Hart, Foundation Content maintains offices in Culver City and Chicago.
“Dune: Part Two” and “House of the Dragon” Win 2 HPA Awards Apiece
Dune: Part Two and House of the Dragon each scored two HPA Awards during a gala ceremony at the Television Academy’s Wolf Theatre in North Hollywood, Calif. on Thursday night (11/7). The HPA Awards honor trailblazing talent in the postproduction industry, celebrating standout achievements in color grading, sound, editing, restoration, and visual effects across theatrical features, commercials, and episodics.
Dune: Part Two topped the Outstanding Color Grading--Live Action Theatrical Feature and the Outstanding Sound--Theatrical Feature categories.
House of the Dragon’s two wins were for “The Red Dragon and the Gold” episode which scored for Outstanding Visual Effects--Live Action Episode or Series Season, and Outstanding Editing--Episode or Non-Theatrical Feature (Over 30 Minutes). In the latter HPA Creative Category, House of the Dragon tied with the “Part Six: Far,l Far Away” episode of Ahsoka.
The HPA’s Judges Award for Creativity and Innovation honored Taylor Swift | The Eras Tour. This recognition celebrates the profound impact on both live and filmed entertainment that defined The Eras Tour, underscoring its exceptional impact on audiences and the industry. The jury issued a statement outlining their choice: “Celebrated as the cultural phenomenon of 2023, Taylor Swift | The Eras Tour set new records in box office sales, tour revenues, and attendance. The tour showcased exceptional artistry and innovation, making a profound impact on both live and filmed entertainment.”
This year, FotoKem was awarded the Charles S. Swartz Award for its role in supporting filmmakers, studios, cinematographers, and artists across diverse film and media landscapes. Also celebrated... Read More