Ad agency Grey and client 3M turned once again to long-time collaborator, production company Twist, for a new commercial for Scotch-Brite™. After collaborating on numerous commercial spots with Twist Director/DP Rich Michell over the past several years; the storyboards for this new Scotch-Brite™ spot clearly required the comedic talents of nationally renowned Twist Comedy Director Matt Pittroff.nn Colleen O'Mara
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www.hypeworld.com Nollywood is in the middle of a visual revolution, and at its core is Bobola Oniwura, the mastermind behind some of the industry’s most striking cinematic transformations. Oniwura is a pioneering colorist whose unique approach to film aesthetics has set new standards for how Nigerian stories are told on screen. From the gritty realism of King of Boys: The Return of the King to the vibrant energy of A Tribe Called Judah, Oniwura’s work has become synonymous with a new era of cinematic excellence, one where color grading is no longer an afterthought but a defining narrative tool.
The film industry in Nigeria known as Nollywood has grown into one of the most prolific cinematic powerhouses in the world. Producing thousands of films annually, it ranks alongside Hollywood and Bollywood in terms of output. Once characterized by rapid, low-budget productions, Nollywood has undergone a remarkable transformation, embracing higher production values, diverse storytelling, and international recognition. The industry’s films now command global audiences, made possible by platforms like Netflix and Amazon Prime, and receiving acclaim at major festivals. This evolution has been fueled by creatives like Oniwura, who are redefining the post-production technical standards of Nigerian films.
His impact extends beyond the color suite. Drawing on his background in Architecture and user experience research, Oniwura approaches color grading with an acute understanding of audience perception, crafting visual experiences that enhance storytelling, evoke emotion, and immerse viewers in the rich textures of Nigerian culture. His ability to merge technical precision with artistic intuition has positioned him as one of the most sought-after colorists in Nollywood... Read More
nTo view the new Scotch-Brite™ commercial, “Stay Clean,” directed by Pittroff GO HERE.nn”I was really excited to work with Grey on this project and to be a part of brave direction for 3M,” details Director Matt Pittroff. “It was a job that demanded a ton of preparation and constant communication with the agency. Grey’s relationship with 3M is long-standing; and, in this day and age, those relationships must be coveted. I think we did a great job of honoring the Agency/Client process while pushing the creative as far as we could. Comedy is uncharted territory for the brand and we, as a creative team, wanted to make sure that this wasn’t the first and last time. I am really proud of the work, and hope that the ‘Listeners’ live on. I can see Heather now, chasing down an unsuspecting sponge shopper in her senior scooter while Steve, her trusted boom guy, aimlessly records the sound of soup cans.”nnTwist Executive Producer Amyliz Pera, based in New York, has collaborated with 3M on numerous commercial campaigns with several of her Directors. “3M and Grey have really done a great job of creating a contemporary look and feel to their work, which reflects the innovation of their brand,” she says. “Since Twist Director Rich Michell was part of that with his table-top and people work, we knew Matt Pittroff would be a perfect fit as a comedy Director — to carry the torch but add humor. Most people usually don’t think of comedy Directors as placing a high priority on visual style, but Matt is rare. He has just the right amount of OCD, and places a lot of emphasis on cultivating the right look and tone. He has thought about every item put in front of his camera. I would shop at his supermarket, if he ever wanted to open one.”nnCreditsnnClient: Scotch-Brite™| 3MnSpot Titles: “Stay Clean“nnAdvertising Agency: Grey GroupnPartner: Ken DowlingnExecutive Creative Director: Jeff OdiornenVP, Creative Director: Jeff WinenAssociate Creative Director: Anthony ColemannProducer: Tricia BowmannAccount Director: Mark AmorellinAccount Supervisor: Erin MetcalfnAccount Executive: Allison PoslusznynAssistant Account Executive: Chelsea AthornnBroadcast Business Manager: Cece CritchleynBroadcast Business Manager: Lisa JohnsonnnProduction Company: TwistnDirector: Matt Pittroff nDirector of Photography: Andy LiliennExecutive Producers: Jim Geib, Amyliz PeranAssociate Producer: Alissa LiebertnLine Producer: Steve BlairnnLocation shot: Los AngelesnnEditorial & Visual Effects Company: SubvoyantnOwner/Editor: Jason CaciopponExecutive Producer: Adam DugasnnAbout TwistnA global production company, Twist has offices in New York and Minneapolis. Headed by EP/President Jim Geib and EP Amyliz Pera, the
Pioneering The Visual Narrative: Bobola Oniwura’s Impact on Nollywood’s Cinematic Evolution
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