Pre-vis Boutique Focuses On Visual Appeal And โRelate-Abilityโ For Ad Agencies And Brands
Responding to the changing demands in the advertising industry, Edit 1 — NYC’s pre-vis boutique led by owner/ECD Michael Zimbard — has unveiled its next generation asset library. This includes a new “cast” of visually appealing and more ‘relate-able’ characters, an expanded set of virtual environments, as well as an updated collection of modernized wardrobe and character accessories, all with an emphasis on helping agencies and brands receive more reliable market research data during testing.
“When focus group audiences view a pre-vis spot, having a more natural and relatable look to all of the components in the commercial helps eliminate distractions that can take them out of the story,” Zimbard says. “Our goal is to make the core idea of a spot the deciding factor in how consumers respond, which in turn provides more accurate test scores.”
Zimbard notes that while establishing an overall new ‘look’ was key, it was also important to be able to adapt to the needs of a specific project. To that end, Edit1’s new character animation library offers clients various options – from photo-real animation to more illustrated, stylized looks – depending on the concept.
Edit 1 has taken its new asset library a step further thanks to an enhanced 3D workflow ‘under the hood’ and a substantial investment in new technology.
“Our new pipeline is now a lot more flexible,” Michael Donovan, Edit 1’s Executive Producer says. “Combining our ability to make faster modifications, along with the overall elevated quality of the characters and assets in a spot, clients not only get great final results, but the smoothest process getting there.”
Zimbard adds, “Since I took over the company in 2011 we've upped our game significantly to enhance every aspect of our 3D process. In addition to creating proprietary tools that allow our artists to work faster, we’ve also invested in new inertial motion capture and markerless facial capture technology to animate more natural-looking character movement and reactions.”
That investment seems to be paying off for Edit 1’s clients, including agency Publicis Kaplan Thaler and Proctor & Gamble who recently came to Edit 1 with two new Scope campaigns. Edit 1’s enhanced asset technology helped offer the agency the ability to make fast changes to character look and overall animation throughout the production process.
“We were able to show them a lot of creative possibilities before making a decision,” Donovan adds. “The icing on the cake was that the test scores came in so high for both campaigns that it created an internal debate at the agency over which spots to produce full-up.”
About Edit 1
Edit 1 specializes in pre-visualization and creative content development for advertising agencies and global brands. For more info go to www.edit1.tv
For Sales:
Michael Donovan
Edit 1
P 212.682.0900
Contact Michael via email
Media Contact:
Right Word Media
Ray Ecke
p. 973.726.3797
f. 973.726.3798
c. 201.741.1092
Contact Ray via email
2024 AICP Awards Tour Concludes with Stops in Dallas and Chicago
The 2024 AICP Awards Tour concludes with stops in Dallas and Chicago this month as it wraps up its tour of cities across the U.S. The National Tour brought presentations, panels and screenings to marketers, advertising agencies, production and post production companies. The AICP Awards will be in Dallas on Thursday, November 14th, at the Perot Museum of Nature and Science, followed by the Chicago event, set for Thursday, November 21st at The Old Post Office. Tickets are available now for both events at www.aicp.com. In Dallas, the program kicks off at 6:45 pm with a happy hour, followed by the screening and panel discussion at 7:30. The evening ends with a networking reception from 8:30 to 11:30. The Perot Museum of Nature and Science is located at 2201 N. Field Street in Dallas. Appearing in Dallas will be Abe Garcia, Chief Creative Officer, Dieste; Julia Melle, Director of Brand and Content, Southwest Airlines; and Isaac Pagรกn Muรฑoz, VP, Executive Creative Director of PepsiCo Foods. The panel will review selected winners from the suite of the AICP Awards programs, offering insights into what made them rise to the top of their respective categories and share their viewpoints on key trends in the industry. The Chicago stop starts at 6:00pm with a happy hour, followed by the presentation and screening at 7:00pm. A reception caps the event, starting at 8:00pm and concluding at 11:30pm. The Old Post Office is located at 433 W Van Buren Street in Chicago. The panel there will feature 2024 AICP Awards Curators and Winners from the marketer, agency, production and post production sectors whoโll highlight this yearโs winners. The conversation will include a discussion about the winning work, including insights... Read More