CLIENT
Ricoh Corporation.
PRODUCTION CO.
Supply & Demand, New York.
Tony Kaye, director/DP; Tim Case, executive producer; Amy Appleton-Smith, producer. Shot on location in Prague.
Dawson Production, Prague.
Robert Hejduk, executive producer; Andrea Chadmova, production manager.
AGENCY
Lowe, New York.
Gary Goldsmith, chief creative officer; Dean Hacohen, executive creative director; Steve Kashtan, creative director/art director; Susan Shipman, producer; David Olsen, copywriter; Andrew Chinich, director of broadcast production.
EDITORIAL
Company X Media, New York.
Adam Schwartz, editor; Laura Rosenblatt, executive producer.
POST/VISUAL EFFECTS
rhinofx, New York.
Vico Sharabani, partner/visual effects supervisor/Inferno artist; Rick Wagonheim, partner/managing director; Arman Matin, visual effects creative director; Jesse Clemens, Firework technical director; Ji-hyun, Firework particle simulation; Natasha Saenko, lighter; Karen Bianca, producer.
Nice Shoes, New York.
Chris Ryan, colorist.
AUDIO POST
Sound Lounge, New York.
Tom Jucarone, mixer.
MUSIC
Tonal, New York.
Alex Lasarenko, creative director; Andy Solomon, executive producer.
SOUND DESIGN
Company X Media.
Adam Schwartz, sound designer.
Tonal.
Eric Purlmutter (fireworks scene sound design).
THE SPOT
"Flower" (:30) captures the infinitesimal moment of inspiration when information becomes the "bigger picture." The spot opens on a shot of Prague and its beautiful stone bridges spanning the Vltava River. A couple walks along the riverbank, enjoying the paintings of the local artists on display. The man stops in his tracks when he notices a painting of a sunflower. He peers in for a closer look and reaches in to touch the flower. Inspiration hits, and he smiles as the reflection of the sunflower appears in his eye. Next, we see a fast-paced chain of events inspired by the flower. Abstract visuals of sunflowers appear in various forms such as overhead views of office furniture and laboratory petri dishes. Sunflower images—with the help of Ricoh office equipment—are scanned, analyzed, printed, colorized, e-mailed and projected. Finally, we see a huge sunflower explode in a fireworks display over Prague. The commercial concludes with the tagline, "How well do you share?"
Spot broke April 26.
