New York-based visual effects and animation studio Light of Day Creative Director of Development Charles Nordeen recently collaborated with agency Fenton to help conceptualize and lens a new television PSA for Carton Council that encourages families to “let the carton live on” by recycling food and beverage cartons once they’re empty. nnCarton Council worked with Fenton, a public interest communications firm, who tapped Light of Day to lens, edit and create the visual effects at the heart of the commercial. Light of Day created VFX that show the benefits of recycling more directly than ever before.nnnnKitty Overton, video producer at Fenton, said, "Working with Light of Day and Charles has been a delight. This has been an effortless and seamless production experience and we appreciate Light of Day‘s collaborative nature, meticulous attention to detail, and intelligent VFX work." In the spot, a recycling bin transforms a family’s empty beverage cartons into brand new paper towels, napkins, tissues and paper right in their kitchen. "We wanted to convey this idea that once you recycle something, that actual carton is processed and turns into a final product that people can then recycle again," says Nordeen.nnMore than the actual VFX work, Nordeen had to make sure the effects meshed with the message of the PSA. "That’s not what people normally do, especially not in PSAs. You don’t usually bring a clear animated effect that’s not reality into a PSA which is trying to get the point across that’s real," explains Nordeen, "We worked closely [with Fenton] to make sure that we split the difference between reality and suspended reality and still get the point across that this is something that you really actually do… and still make it fun."nnFenton came up with the concept for the spot, while Light of Day helped them further conceptualize their ideas. Light of Day also wrote storyboards, directed, filmed, and added effects. The spot was filmed by cinematographer John McCabe, and edited by John Marinis of Cutting Room.nnCreditsnnAgency: FentonnProducer: Kitty OvertonnCreative Director: Josh GoldnProduction Company: Light of Day nDirector: Charles Nordeen nCinematographer: John McCabe nEditing Company: Cutting RoomnEditor: John MarinisnVFX Company: Light of DaynVFX Creative Director: Colin Stackpole nFlame Artist: Dino TsaousisnCG Artist: Justin BarnesnColorist: Natalie WollmannnOnline Edit: Meggen BurdicknnAbout Light of DaynFounded in 2011, Light of Day is based in Manhattan, New York. First and foremost a creative shop with production and vast post production capabilities, Light of Day specifically provides visual effects and animation skills to the advertising, broadcast, music video and feature film industries. Light of Day creates a seamless work-flow between high-end compositing and 3D, and generates photo-real and stylized looks for films, online media and TV commercials. www.lightofday.tv
Media: Geanna Diaz double E communications Contact Geanna via email 212.941.7590
Who Needs Los Angeles? We Do.
One doesn't have to be a statistician to know that there are fewer commercials being shot in the U.S. today for the American market than ever before, and a dramatic decrease in L.A. in particular. In the last five years, as reported by FilmLA (the office tasked with issuing permits), L.A. commercial production has dipped 31 percent. But here’s the thing: This doesn’t mean that L.A. has lost its importance as the production center of the world. Production in L.A. is vital. It is the go-to. It’s where you can count on access to exemplary crews, a support infrastructure second to none, varied location and backlot options, a large population of on-screen talent and (fairly) predictable weather. The fact is, with overall decline and now the devastation of the fires, we’re on the brink of losing this mainstay resource. Without employment opportunities and now many without homes, talented and trained crew are bound to leave either the industry or the LA area for other opportunities, unless there are enough job opportunities to sustain a solid living. Now is the time when we ALL must support and bolster this community. Production is needed in L.A., now! Of course, advertising is a business, and marketers’ money should be spent as efficiently as possible, BUT we have to think beyond each production and know that if we lose the incredible resource of L.A. production as we know it, then marketers, agencies and the industry loses in the long run. Over the past several days, some agencies have issued directives to production companies that are unilaterally pushing upcoming production options out of L.A. The fact is L.A. is a large area, and many sections of the city and county are not directly impacted... Read More