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
Union’s Tim Thornton-Allan Edits Santa’s ‘Naughty List’ for Toyota
We may not get a second chance to make a first impression, but when the opportunity presents itself to right our wrongs in time for Christmas, we should seize the moment. In a new holiday spot for Toyota, a little boy realizes he is probably on Santa’s “Naughty List” and resolves to do something about it. The spot was created via Conill Advertising, produced by MJZ, directed by Fredrik Bond, and edited by Tim Thornton-Allan of Union Editorial/Los Angeles and Marshall Street Editors/London. Watching a program on his iPad in the back seat of his dad’s Toyota Tundra, our young protagonist receives a warning: “If you’ve been naughty, Santa won’t bring you any presents.” The lad wastes no time: “Papa! Turn back!” he commands. Father and son proceed to make the rounds, stopping at school, the neighbors, and elsewhere around the neighborhood, to set things right and deliver apologies. The boy even goes so far as to make amends with his little sister - returning the head of a favorite doll. The child’s restitution has the desired effect, and on Christmas morning, he receives exactly the gift he’d asked for. Judging by what he does next, he may have his work cut out for him next year, but we can all just take things one “Naughty List” at a time. Read More