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Lucky Post Editor Nick Lofting Finds “Courage Is Already Inside” With RAM


Friday, May. 1, 2015


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“Courage Is Already Inside” exposes the intense and beautiful truth about facing fears and achieving personal triumphs. The moving RAM spot was created by The Richards Group, and cinematically directed by Jaci Jodelson of Tool, with the stirring moments – from flickering self-doubt to resolute determination - united by Lucky Post editor Nick Lofting.

“We all agreed that we didn’t want the audience to know exactly where the narrative was going, so the edit was deliberately ambiguous and slightly off-kilter. This added tension and a little roughness to the exquisitely beautiful footage,” comments Lofting. “It was an exciting collaboration with The Richards Group – I loved it.”


The Richards Group
Group Head/Copywriter: Rob Baker
Group Head/Art Director: Jimmy Bonner
Producer: Jaime Roderer

Production Company: Tool
Director:  Jaci Judelson

Editing & Post Company: Lucky Post
Editor: Nick Lofting
Assistant Editor: John Valle
EP: Jessica Berry
Finish: Tim Nagle

Color: Tom Poole, CO3

VO Record & Mix: Matt Cimino, 3008

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