Under the creative leadership of Producer/Composer Chris Heidman, the Minneapolis office of HiFi Project was called on recently by ad agency Peterson Milla Hooks for a whimsical, new Spring 2013 campaign for The GAP. HiFi Project collaborated closely with popular DJ/Electronic Artist KI:Theory to add just the right musical color to the new spot.nn
nClick here to see and hear the new Spring 2013 spot for The GAP.nn”When it comes to music, GAP is known as a forward-thinking brand,” explains HiFi Project Creative Director/Co-Founder Paul Robb. “When we were presented with the striking imagery for the ‘Skimmers’ campaign, we knew we would have to provide music that was just as bright, fresh, and new as the picture. In addition to our original tracks, we approached Ki:Theory, the cutting-edge DJ/Electronic artist and friend of HiFi; and it was his track that succeeded in capturing the mood of the spot perfectly.”nn”Using toy pianos, manipulated vocals, and a wide variety of ‘cut-and-paste’ production techniques, Ki:Theory was able to take a pretty traditional group of instrumental sounds and combine them into something that sounds newer than new, but still somehow sounds familiar,” adds Chris Heidman, who oversees the Minneapolis office of HiFi.nn”HiFi Project was great to work with on this new, spring campaign for The Gap,” concludes Daron Walker, Music Supervisor for Peterson Milla Hooks. “They have access to a truly diverse and talented group of artists. I was familiar with Ki:Theory, and when HiFi suggested him, I knew he was going to be the perfect fit for this project. I gave them a broad idea of what we were looking for, and we really worked well through the creative process together.”nnCreditsnClient: The GAPnnAgency: Peterson Milla HooksnExecutive Creative Director: Dave PetersonnHead of Production: Aldo HertznBroadcast Producer: Sean HealeynMusic Supervisor: Daron WalkernAccount Supervisor: Liz SuditnAccount Representative: Erica LachatnnProduction Company: Bees and HoneynDirectors: Alexander Dynan/Dave PetersonnDP: Alexander DynannLine Producer: Bianca CochrannnEditorial: Channel Z/MinneapolisnEditor: Brett AstornProducer: Kelly ThaemartnnVFX/Finishing: Pixel FarmnVFX Supervisor: Kurt AngelnVFX Producer: Krystal LamoureuxnnMusic Company: HiFi ProjectnCreative Director: Paul RobbnExecutive Producer: Birgit RobertsnProducer: Chris HeidmannComposer: Ki:Theorynn www.hifiproject.com
Colleen O'Mara @Hype 310.839.9834, x103 Contact Colleen via email www.hypeworld.com
Agency Source Joins Forces With #BidforLA To Support LA’s Production Community
Today, Agency Source, the newly launched business development platform for ad agencies and production companies, announced its partnership with #BidforLA, an initiative designed to support Los Angeles’ advertising production community as it recovers from the recent wildfires. LA is home to some of the world’s top talent, many of whom have been severely impacted by the fires. #BidforLA encourages production companies, filmmakers, and creatives to prioritize LA-based businesses, crews, and services when bidding on projects. Submitting a bid for Los Angeles—whether or not other locations are being considered—helps keep the city competitive and generates crucial work for local talent. The initiative aims to strengthen the local industry, create jobs, and reinforce LA’s position as a global leader in creative production. Agency Source has teamed up with #BidforLA to provide a comprehensive platform that connects production teams with essential resources in Los Angeles, offering a curated list of trusted local providers, including production companies, post houses, and independent production representatives. The list is living and breathing and will stay live and up-to-date as more companies are added. View the full production list HERE . Agency Source CEO Ross MacRae states, “As soon as we were asked to participate, we said yes immediately. We proudly support the businesses and individuals affected by the LA fires. We aim to help all production studios in the area bounce back and thrive again.” Notes co-founder Veronica Lombardo, “When envisioning a resource... Read More