To usher in the ultimate seven-day viewing fest for weather geeks, 2C Media and The Weather Channel collaborated on a pair of promos for the network’s “Hurricane Week,” which kicked off Monday, August 5. Each of the two spots begins with a scene familiar among U.S. television viewers and quickly transforms it to reveal the deadly, destructive force of a hurricane. Combining live action, stock footage and intense digital post effects, the campaign provides the perfect intro to a week’s worth of hurricane madness, presented as only The Weather Channel does best. nnShark-icane nLet’s face it. The Great White Shark has become a pop culture staple in the summer, unavoidable on the tube. So, making a play on the whole “Sharknado” craze, writer/producer David Gold decided to pit a shark against a hurricane in a playful spot to see which would really emerge as nature’s deadliest force. Stock film footage and digital effects send a Great White flailing amid a volatile sea, its prey let loose as the hurricane defeats the shark.nn
nnDay at the BeachnBy now, viewers are also quite familiar with those dreamy Corona ads, the ones that let you eavesdrop on the ultimate picture of tranquility… two comfy chairs on a pristine private beach where the only sound is the surf caressing the shore. The second “Hurricane Week” promo, conceived by The Weather Channel‘s Stephen Clark, takes this setting and introduces a raging hurricane at seemingly mock speed… the unlucky couple scampering off to avoid inclement weather. Shot on a real South Florida beach, this spot incorporated 2C’s sheer graphics magic in transforming its ordinary “beach day” live action scene into a veritable nightmare.nn
n n”The Weather Channel is a phenomenal partner, allowing us the creative freedom to have a lot of fun with these spots while still conveying the serious threat posed by hurricanes in the United States every year,” said 2C Media president and executive creative director Chris Sloan. “I’m really proud of the 2C team for what they were able to pull off with this one all the way around from concept and writing to shooting, directing and post.”nn”When 2C initially pitched the Shark-icane concept about a great white versus a hurricane, I was all in. Cool idea, killer execution…a smart way to have a little fun with a serious topic, and still evoke the awe and fascination we all have with these storms,” said The Weather Channel Creative Director Mark Fredo.nnThe “Hurricane Week” promos are the latest in a growing list of campaign collaborations between The Weather Channel and 2C Media. These also include spots for such series as “Hurricane Hunters,” “Deadliest Space Weather,” “Coast Guard Florida” and “Coast Guard Alaska.” nnCreditsnnWeather Channel (same for both spots):nCreative Director: Mark FredonManager, Advertising and Promotion: Stephen Clarknn”Day at the Beach“nnExecutive Producer: Chris SloannProducer: Ben FranknProducer: Andrew NathansonnDP: Mark MoormannDesign Director: Luis MartineznCG Artist/Compositor: Dmitri ZavyazkinnCG Artist/Animator: Aaron MageenSound Design: Omar ChaveznAudio Engineer: Cesar Haliwann”Shark-ican
Kristien Brada-Thompson Priority PR 310-954-1375 Contact Kristien via email
Who Needs Los Angeles? We Do.
One doesn't have to be a statistician to know that there are fewer commercials being shot in the U.S. today for the American market than ever before, and a dramatic decrease in L.A. in particular. In the last five years, as reported by FilmLA (the office tasked with issuing permits), L.A. commercial production has dipped 31 percent. But here’s the thing: This doesn’t mean that L.A. has lost its importance as the production center of the world. Production in L.A. is vital. It is the go-to. It’s where you can count on access to exemplary crews, a support infrastructure second to none, varied location and backlot options, a large population of on-screen talent and (fairly) predictable weather. The fact is, with overall decline and now the devastation of the fires, we’re on the brink of losing this mainstay resource. Without employment opportunities and now many without homes, talented and trained crew are bound to leave either the industry or the LA area for other opportunities, unless there are enough job opportunities to sustain a solid living. Now is the time when we ALL must support and bolster this community. Production is needed in L.A., now! Of course, advertising is a business, and marketers’ money should be spent as efficiently as possible, BUT we have to think beyond each production and know that if we lose the incredible resource of L.A. production as we know it, then marketers, agencies and the industry loses in the long run. Over the past several days, some agencies have issued directives to production companies that are unilaterally pushing upcoming production options out of L.A. The fact is L.A. is a large area, and many sections of the city and county are not directly impacted... Read More