As DraftFCB prepared to craft their latest campaign for the Jamaica Tourist Board, they needed a post production partner that would offer a cost effective, all-in-one solution without sacrificing on quality or creativity. Nice Shoes partner and colorist Lez Rudge convinced longtime collaborator Joe DeFranco, Head of Production at DraftFCB, that the NYC-based studio had the right blend of talent and technology to make this campaign shine. nnNice Shoes put together a creative team including Lez, editor John “Malley” Mallerman, Flame artist Russ Bigsby, and designer Chadwick Whitehead. Managing this all-star team was Executive Producer of Editorial Liz Hurd, who joined the studio right before the project began in May. Sound Lounge, who has partnered with Nice Shoes in the past, brought their audio expertise to the piece as well.nnThe campaign, entitled “Get All Right,” features an engineer playing down a remix of “One Love” performed by Jamaican musicians Bass Over Babylon, intercut with shots of tourists enjoying the attractions the tropical destination has to offer. The engineer’s actions seem to craft the sights and sounds of Jamaica, making the music a driving force in the editorial process. Malley worked closely with the project’s composer, Paul James Riggio from So Loud Music. “Normally I’m used to cutting to a finished piece of music,” said Malley. “But on this project the music and the cut came together simultaneously.” nnLez and Bigsby each worked to bring out the natural beauty of the ocean, sky and beaches of Jamaica, while Whitehead animated a trio of Doctor Birds for the spots’ title cards. “Footage and material was passed seamlessly between the artists thanks to Nice Shoes‘ robust workflow,” said Hurd. “It made it much easier to quickly respond to client feedback, revise the spots and make the material look its absolute best.”nn
nnScreenwork CreditsnProduct: Jamaica Tourist BoardnSpots Title: “Get All Right“nAir Date: October 21st, 2013nnAgency: DraftFCBnExecutive Creative Director: Javi CampopianonCreative Director:Gary ReschnAgency Producer: Joseph DeFranconnProd Company: Hello and CompanynDirector: Justin FrancisnDP: Justin FrancisnEP: Mike BradynLine Producer: Salli ZillesnnPost Production: Nice ShoesnProducer: Liz HurdnEditor: John MallermannLead Colorist: Lez RudgenColorist: Ron SudulnVFX Artist(s): Russ BigsbynAnimator: Chadwick WhiteheadnnMusic: So Loud Music / Groove GuildnComposer: Paul James RiggionMusic Executive Producer: Mike BorisnPerformers: Bass Over BabylonnnAudio Post: Sound LoungenMixer: Scott PerssonnnShoot Location: Jamaica nnAbout Nice ShoesnNYC-based Nice Shoes is a full service, artist-driven design, animation, visual effects and color grading studio specializing in high-end commercials, web content, film, TV and music videos. Since its inception in 1996, the studio has prided itself on consistently reinvesting in its talent, technical backbo
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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