This Thursday marks the final chapter in the riveting transmedia web series Daybreak 2012. Presented by AT&T, the innovative experience was created by BBDO and Tim Kring (Heroes, Touch, Conspiracy for Good), and brought to life by a creative team that includes RSA and Butcher editorial. nnThe project is a unique expression of brand-integrated entertainment, involving a seamless marriage of episodic content, technology, advertising and powerful online and app-based engagement. The action packed series, directed by Jon Cassar (24), involves a global conspiracy where technology and the dodecahedron symbol are keys to unlocking humanity’s future. nn”As models change, there are compelling opportunities for brands in the entertainment space,” notes BBDO Creative Director David Carter, whose work with Butcher co-founders David Henegar and Rob Van goes back to the groundbreaking BMW Films campaign. “However, given the massive competition for eyeballs in all media, brand elements need to be seamlessly integrated with narrative to really engage viewers. I’m really proud of what we created with Daybreak 2012.”nn
nnBBDO New York developed the concept for AT&T and then teamed with television producer and master storyteller Tim Kring and director Jon Cassar for the online series. BBDO then tapped Butcher editorial as a trusted partner in the edit and post process based on previous collaborations with the agency on complex, groundbreaking brand engagements for HBO and others. Under the direction of EP/Partner Rob Van and Editor/Partner David Henegar, Butcher oversaw creative editorial and post on the five-part series, working hand in hand with the television and advertising based content partners. David Henegar and freelance television editor Ray Daniels were lead editors who harnessed combined vast experience in both television and advertising to shape the episodic thriller. The expansive project involved the entire Butcher team in a highly orchestrated six-week collaboration that included final finish. In addition to the offline, Butcher’s Smoke artist Zac Dych finished over 50 minutes of content that included VFX, final conform, and all the online deliverables to the various media outlets. nnThe episodic series is featured on the Daybreak 2012 website which encourages visitors to explore the technology featured in the story, enter to win an HTC One X, and further explore the interactive story by downloading a custom Jack Boxer game app. nn”BBDO NY is about innovation on the highest level, with a willingness to push boundaries with inspired ideas,” comments Butcher’s Dave Henegar. “To depart from the :30 spot, tell a complete story and be entertained while still in the brand space – that’s all part of Daybreak 2012. Being a part of the process has been creatively rewarding and exciting to everyone at Butcher.”nnIn 2012, Butcher moved to an expanded studio, adding VFX and finishing to complement its creative editorial roster David Henegar, Teddy Gersten, Gordon Carey, Keith Salmon, and Chris Scheer. The company’s most recent projects include commercials for Acura, Starbucks, BING, Intuit, Schlage, and Suzuki. For more information on BUTCHER editorial please visit www.butcheredit.com.nnnnnnnnnnCreditsnConcept: BBDOnSeries Producers: Tim Kring & Jules DalynScreenplay By Raven MetznernnAgency: BBDO NYnChairman/Chief Creative Officer: David LubarsnECD: Greg HahnnCDs: David Carter, Adam Reeves, and Danilo BoernEPs: Julian Katz & Nicholas GaulnnProduction Company: RSA FilmsnDirector: Jon CassarnEP: Tracie NorfleetnnEditorial/VFX/Post: BUTCHER editorialnEditors: Dave Henegar, Ray Daniels, Teddy Gersten, & Chris ScheernAssistant Editors: Kelly Hanson and Dustin LaForcenSmoke Artist: Zac DychnEP: Rob Van…nnVFX/Titles: Zoic StudiosnExecutive Producer: Gina Fiore & Eric McCaslinenCreative Director: Simon MowbraynProducers: Jennie Burnett & Cally MortonnArt Director: Tony MeisternExecutive Creative Directors: Loni Peristere & Chris JonesnnColorist: Clark Mueller, IncendioJessie Nagel Hype 323.938.8363 x102 Contact Jessie via email
Goldcrest Post Speeds Delivery of “Severance” Season Two
The New York Times recently wrote that the just-released Season Two of Severance will “blow your mind”—and we couldn’t agree more. Created by Dan Erickson and Ben Stiller, the Apple TV+ drama is smart, spellbinding, distinctly original and packed with surprises. For those who aren’t already devoted fans, the show centers on Mark Scout (Adam Scott), leader of a team at Lumon Industries, whose employees have undergone a “severance” procedure that surgically divides their memories between their work and personal lives. Goldcrest Post provided post services for both seasons of the show, including picture editorial support, sound editorial, ADR and sound mixing. Editorial for Season One began in 2020. Due to the restrictions imposed by the pandemic, Goldcrest supplied both onsite production offices and edit suites, and remote editing systems for individual editors, with everything linked to a central server. "Mixing at Goldcrest with our team has been a great experience,” says Stiller. “Bob and Jacob are in sync with our creative process and so good at what they do that the experience is always one where it's about how we can enhance the creative vision, with a baseline of knowing everyone is totally committed to making something as good as it can be." Diana Dekajlo, the show’s co-producer, says that the arrangement worked so well, they chose to continue the hybrid approach for Season Two. “We’re a remote friendly show,” she explains. “Whether we’re at Goldcrest, our studio in the Bronx or at home, our workflow is seamless. I conduct remote daily meetings with my immediate staff, and weekly meetings with editorial and VFX, and we talk to each other as if we were just down the hall. It makes for great staff... Read More