The directors and producers from London-based production company and design studio Brand New School (BNS) are very proud to detail their latest project. Developed in partnership with DDB London and Philips, the campaign’s stylish spots for the new PerfectCare iron recently debuted in Australia and Western Europe, and will soon begin airing in other countries worldwide. The revolutionary PerfectCare is the first iron to maintain the optimal combination of temperature and steam to keep its soleplate at a constant temperature. This feature makes it possible to iron fabrics of any fibre content at one temperature; even when left on fabrics for up to five minutes, there is no risk of burning or marking of garments.nnTo introduce the product, DDB’s creative team proposed making a road through a landscape of clothes. "The idea is lovely and the script was beautifully written," said BNS founder and director Jonathan Notaro. "We simply interpreted it, translating that idea into a serene drive mimicking landscapes a bit more deliberately, and having fun with translating fabric textures and clothes into a narrative arch. We all agreed that a whimsical ending connecting the fabric trail with the real world would be effective, so I thought of introducing a cresting wave idea… drawing on my surfing background much more than any deep understanding of ironing. Tonally, we also wanted to keep the story simple and charming, rather than some grand VFX journey. I really applaud the agency for reinforcing this notion throughout."nn"Philips’ PerfectCare iron is a genuinely innovative product, which brought with it a real creative opportunity," said Tom Kingham, of DDB. "The resulting TVC stems from a fantastic idea, and working with Brand New School allowed us to execute it in the best possible way. The result is a charming and stylish advert, communicating its core idea in an imaginative and unusual fashion." nnThrough the use of practical cinematography, the spots present a seamless cinematic journey showing the PerfectCare ironing different types of clothing. Ultimately, BNS delivered multiple versions of the :30 spot featuring the product in its different colors, along with many shorter versions. nnnPhilips PerfectCare from Brand New School on Vimeo.nnThe BNS crew pre-visualized the camera move in 3D, then translated the measurements to construct a set designed with production designer Olly Williams. The art department spent two days building and dressing the set, allowing Jonathan and director of photography Tim Green to program the motion control move – and also play with the details in the palette of fabrics. "It was a very collaborative process throughout, and everyone got to pick through our piles of clothes on set and contribute," Jonathan added. "We captured everything in-camera as separate passes for the sun flare (a light), wind, dust, and even steam elements. At one point – to the dismay of the camera folks – we fastened the steamer to the motion control rig to get a believable trail."nnThe motion control move and various effects passes were shot against a blue screen using the ARRI Alexa camera system with a Cyclops motion control rig. Adding 3D elements created in Autodesk Maya for the transition from the fabric trail into a home, BNS lead compositor Blake Huber combined all the passes in Autodesk Flame to finish the picture seamlessly.nnFor DDB London, the team consisted of creative directors Neil Dawson and Scott Walker, copywriter Ric Hooley, art director Vix Jagger, agency producers Rachel Amess and Vicky Cullen, global business director Dudley Desborough, account director Tom Kingham, account manager Lauren Tomlinson and account executive Naphtali Torrance. Additional BNS credits include London executive producers Kayt Hall and Geraldine McCarthy, producer Georgina Poushkine, VFX supervisor Des Anwar, production manager Michaela Miesen, 3D artist Sam Brody and VFX artists James Ballard and Attilla. Complete project credits are available upon request.nnFor further information on the Philips PerfectCare, please visit www.philips.com/perfectcare.nnAbout Brand New SchoolnWith offices in New York, Los Angeles and London, Brand New School is a vertically integrated production company and design studio that delivers extraordinary media on all platforms. Offering a new model for creative digital production, we are filmmakers, developers, designers, animators, editors, illustrators, and producers dedicated to driving communications to new heights. Akin to leading academic institutions, our guiding philosophies prize experimentation and learning, and our commitment to discovering the best ideas for our clients is absolute. For more information, please visit www.brandnewschool.com.
Roger Darnell DWA for Brand New School Phone: +1.828.264.8898 Contact Roger 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