Douglas Sloan, Director/Founder of iContent, the New York-based based production company for films, TV commercials and branded online content, directed Macy’s American Icons campaign. The thirty-second TV and long-form film for Macy’s represents the retailers first foray into user-generated content. nnIn addition to the :30 ad and long-form film, Sloan and Icontent were also charged with creating the micro-site, social media outreach, creative, copy, music direction (a custom arrangement of James Brown’s hit “Living In America”), editorial and finishing — all completed in just five weeks. Executive Producer Tania Sethi headed up the digital efforts collecting all of the video submissions.nn
nn”The interesting part of the project was creating a shot list and seeing the interpretation from a multitude of ‘shooters,'” Sloan says. “The challenge for me was creating a spot that communicated the ‘by the people’ concept while simultaneously staying on-brand. “It was a different, fresh thought process that was a lot of fun for everyone involved”nnAlso worth noting is a re-edited short film directed by Sloan profiling fashion icon Tommy Hilfiger that can be seen in the “Featured Designers” section of Macy’s American Icons website (www.macys.com/icons) nnCreative CreditsnClient: Macy’snProject: “American Icons” campaignnnProduction Company: Icontent, New YorknDirector: Douglas SloannExecutive Producer: Tania Sethin nEditorial: Homestead Edit, New YorknEditor: Charly Bendern nMusic House: Rumble, Minneapolis nnFor more information about Icontent go to: www.icontent.tv
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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