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    The Best Work You May Never See: BMW’s “Harmony” Spec Spot Directed By Ed Han

    By SHOOTUpdated:No Comments4609 Views

    Ed Han directed this BMW spec spot titled “Harmony” that was produced by CinemaStreet Pictures. Han is no stranger to the automotive arena, having working on Lexus when he was CD at Walton Isaacson, directing spots for the brand while there.

    Han and CinemaStreet, with whom he’s collaborated on work for iRobot and Roomba, wanted to build on both his automotive and VFX experience with a piece that would have been impossible to do through live action. “We knew that CG was the only way to pull off the ambitious concept, but we also recognized that the success would hinge on the level of execution,” said Han. “Fortunately, the team at dPost was willing to take on the challenge.
     
    “Great CG work is all about that final three percent,” continued Han. “All those fussy little details are important to create the realism and believability. You really have to dirty up what the computer gives you, otherwise it’s too sterile.
     
    Music was the other key element to the concept, he noted: “Singing Serpent delivered a killer track that really set the tone and pushed the piece to a higher level. It was a completely unexpected direction, but I appreciated it that they took my brief and dug further into what the idea needed.”

    Credits

    Client BMW (spec spot) Production CinemaStreet Pictures Ed Han, director; Dana Offenbach, producer. Editorial/VFX/Graphics dPost Andy Donovan, exec producer; Bill Cousins, creative director; Sam Tato, 3D artist; Peter Arcara, 3D effects artist; Ben Barnhardt, compositor/colorist. Music Singing Serpent Loren Parkins, music supervisor.

    Media Type:Commercial: Spec
    ScreenWork Categories:Commercial
    Screenwork Type:Best Work
    Video Tags:CinemaStreet PicturesdPostEd Han



    The Docter Twins Direct Part 2 Of FactSets’ “Not Just The Facts” Comedy Campaign From VSA Partners

    Thursday, November 21, 2024

    FactSet, a global financial digital platform and enterprise solutions provider, has partnered with Chicago-based creative agency VSA Partners to unveil a second round of spots in its “Not Just the Facts” campaign. The campaign originally launched back in April.

    The campaign was built on a core strategic insight: While quality data is critical for financial professionals, facts in isolation provide little value. FactSet’s personalization, data connectivity, open and flexible technology, and dedicated service and support provide the context necessary for the investment community to turn facts into valuable insights--and make the most of them.

    The new creative picks up where the previous left off. This time it focuses on a particularly boorish office worker, drolly played by character actor Wyndham Maxwell, who ticks off an encyclopedic list of facts and non sequiturs during business meetings and to the bemusement of his colleagues.

    The tongue-in-cheek campaign, which plays more like a perfect-pitch comedy series than a typical B2B commercial effort, is a major departure from financial services industry norm--both in its use of humor and in its humanistic approach. Starting this week, FactSet will roll out 16 unique spots—a combination of :30s, :15s, :06s and nine “shorts”—across multiple channels including digital, streaming and CTV.

    This :30, “Dinos,” has an office worker’s relevant reference to dinosaurs spark our boorish colleague who proceeds to utter one irrelevant fact after another about the prehistoric creatures.

    The Los Angeles–based Docter Twins (Matthew and Jason Docter) directed the original campaign and this new humorous work through their production company, Thinking Machine. The identical twin... Read More

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