Advertising Agency Soho Square tapped Company X Editor Barney Miller and renowned Parisian Fashion Photographer/Commercial & Music Video Director Stephane Sednaoui to complete a luminous 30-second skin care spot entitled “Power.” Featuring Sednaoui’s signature photographic aesthetic in dynamic live-action, the spot focuses around a model on the catwalk, behind shimmering backdrops with a palette of lush red and chrome.
To view “Power,” please go to: http://tinyurl.com/ybd63mo
Having previously worked with Soho Square on numerous projects, Editor Barney Miller says, from an editorial standpoint, “Power” was one of the most unique and challenging pieces – both creatively and technically. A behind-the-scenes look at creating the spot reveals an extraordinary collaboration and process, as it was shot entirely on a Canon EOS 5D still camera – no film or RED cameras on set.
“We were all given a chance to break free from some of the typical categorical restraints on this project,” comments Soho Square Producer Stephanie Allis. “Innovative tools, such as the Canon EOS 5D, enabled us to have both high-quality film and (thanks to its portability) the intimate director-talent connection typical of a print shoot in this spot. The creative combination of techniques in the edit contributed to its unique, modern feel.”
“Working on this spot was a ton of fun and an exciting opportunity to work with Stephane [Sednaoui] – I’ve always been a big fan,” says Miller. “Stephane and his crew invited me to the set, very open to ideas and input. Some editors don’t like getting involved in the production side; but with the way I work, the process was ideal – plus, with such an experimental approach to shooting a spot, it just made sense.”
Sednaoui shot using two techniques: some of the footage was captured at 25 frames per second; other footage was simply stills, which were then cut together in the edit room, creating an almost animated look.
“The contrast between Stephane’s [Sednaoui] two techniques really created a nice visual tension when we put it all together,” says Miller.
Also contributing to the spot was New York-based Shout It Out Loud Music, which provided the music track. Company X used it to guide the final edits, as well as enhance the spot’s overall stylish ambiance. Method delivered sleek effects & CGI work seen in the product shots.
“The end result is a beauty spot that looks and sounds different from just about everything you usually see in that category these days. Maura [Sullivan] & Chris [Kelly], the creatives at Soho Square, were fantastic and supportive; and Stephanie Allis gave me and all the creatives involved the time and space to play with the footage and still shots until we were happy with it. I’m really proud of this one, as I’m sure the whole team is,” concludes Miller.
CREDITS
Title: “Power” :30
Production Company: Believe Media
Director: Stephane Sedanoui
Producer: Pamela Pratty
Where shot: Brooklyn, NY
Advertising Agency: Soho Square
Creative Director: Maura Sullivan & Christine Kelly: Executive Producer: Maureen Philips
Producer: Stephanie Allis
Editorial Company: Company X Edit
Editor: Barney Miller
Assistant Editor: Dave Madden
Producer: Jonlyn Williams
Postproduction Facility: Company 3
Colorist: Billy Gabor
Online Editor: Randy Swanberg (Company X)
Audio Post: Audio Engine
Music Production Company: Shout It Out Loud Music
