Kevin Ward of bi-coastal Original has directed a new, action-driven campaign for CASIO in which extreme athletes test the ultimate toughness of the company’s new G’zOne Commando™ wireless phone. Conceived by The Richards Group, the campaign comprises six spots and features elite athletes from surfing, BMX racing, adventure running and other sports.nnIn one spot, a boxer pounds a phone strapped to a heavy bag. It survives. In another, three phones are strapped to the hood and undercarriage of a rally car that then proceeds to roar through a rugged, dirt course. The phones continue to work flawlessly. The spots end with the tagline, “Shock resistant…water resistant…life resistant.”nWard, who began his career as a stuntman and stunt driver, is an expert at staging and recording extreme action. He shot the six spots in four days while utilizing locations ranging from desert mountains to the beach. A variety of cameras were employed to record the action, including compact DSLRs that could be harnessed to the cars and bikes, and a helmet cam worn by the runners.nn
nn”I had an advantage with this campaign in that I have personally participated in all the activities it shows,” says Ward. “I know when an athlete is the real deal and whether a performance is believable.”nnThe production schedule was extremely tight, and the action sequences required careful planning, yet the feeling on the set remained relaxed and improvisatory. “The creative team from The Richards Group was a dream to work with—so confident and comfortable,” Ward recalls. “They let me do my thing and offered incisive input.”nnWard also had praise for the product, noting that even after the cameras were off, the crew continued to try to damage the phones. “The product is badass,” Ward says. “We couldn’t kill it.”nnnnCreditsnTitles: Surf, Rally, Yoga, Fight, BMX, AdventurenClient: CASIOnAgency: The Richards Group, Dallas. Chuck Schiller, creative director/writer; Aaron Thornton, creative director/art director; Paul Nelson, producer; Craig Atkinson, brand manager. nProduction: Original, Culver City, Ca. Kevin Ward, director; Marc Lasko, executive producer.nnAbout OriginalnOriginal is led by executive producers Bruce Mellon, Joe Piccirillo, Marc Lasko and Jeff Devlin, and maintains production offices in Los Angeles and New York City. The company’s post production division, headed by Jonathan Del Gatto, provides editorial, design, graphics and visual effects services. Original is represented on the West Coast by Options, (310) 578-9383; on the East Coast by Jeff Devlin, (212) 832 2271; in the Midwest by KK Reps (312) 533-4047; and in Texas by Jack Reed, (214) 213-8249. For more information, call (310) 445-9000 or (212) 832-2271, or visit www.originalfilm.com.Joe Piccirillo Executive Producer Original 310.445.9000 Contact Joe via email
Contact:Marc Lasko Executive Producer Original 310.445.9000 Contact Mark via email
The Light and BIEN Form Creative & Strategic Alliance
Production company The Light and motion design studio BIEN have forged a strategic alliance that nurtures inclusivity and sustainability throughout the life cycle of every project.
The Light Founder/CEO Becky Morrison and BIEN Co-Founder Ricardo Roberts were first introduced by a mutual client who recognized their parallel ethos. Both Morrison and Roberts are advocates for industry change, and have built successful companies that demonstrate the benefits of human-centered and sustainable production in live action and motion design, respectively.
“I admire the thoughtfulness, specificity, and artistry with which BIEN produces animation and design and their attention to representing the full spectrum of humanity,” notes Morrison. “Their work behind the scenes to foster a diverse creative community is equally impressive. It feels like the perfect moment to partner with another mission-driven company who cares so deeply about creative excellence and social change.”
“I immediately hit it off with Becky and love that she has so many ideas that are tactical, scalable and make a powerful difference,” adds Roberts. “She challenges the status quo while producing beautiful, world-class content. With this partnership, we can better serve our clients and carry our mission forward together.”
The Light is a production company guided by the principle that an emotionally healthy environment is paramount for creativity and high performance. From its inception in 2014, The Light has centered under-represented talent, with equity and sustainability as key pillars to delivering creative projects for... Read More