SALT, a Culver City based design, animation, production and editorial studio, teamed up with Coors Light and Fox Sports Network to produce the :30 commercial titled “Flash Forward”. nnThis was one of those unique opportunities to work directly with the client, as SALT was not only the production and post company, but also the agency. SALT director Eric Fulford states, “It’s always rewarding for us to get involved with a project that allows us to utilize the full spectrum of our skill-set, including writing original concepts.” Fulford continues, “We embrace direct-to-client opportunities as they not only allow us to be more involved in the creative process, but also it gives us more control when working with tight deadlines and budgets. That would never be possible within the traditional agency system.” nnThe premise behind the concept was simple and effective: every college football season has an unsuspecting hero… one magic moment…that changes everything.nnThe stadium scene was shot on green screen with dozens of extras on 4 rows of bleachers. SALT used AfterEffects for the compositing, filling out the rest of the stadium, and even adding a little frost to the beer cans…cheers!nnnnCreditsnnJason Scott, Creative Director/Fox Sports NetnAmy Anderson, Marketing Manager/Fox Sports NetnKelsey Moller, Marketing Manager/Fox Sports NetnnEric Fulford, Director/SALTnMichael Pescasio, Director of PhotographynMark Schwartz, WriternCari Chadwick, VFX Supervisor/SALTnPaul Andraos, Producer/SALTnJennifer Ryan, Editor/SALTnGabor Norman, Art DirectornKate Donnelly, Production Coordinator/SALTnUrban Legends, AudionnAbout SALTnSALT, founded in 2005, as a design, visual effects, and editorial shop with the idea of doing great work with great people in a professional but relaxed environment. Today, we are a full service creative studio, bridging the divide between production and post production. www.saltaddsflavor.com
Melissa Blakey Exectuive Producer SALT 9469 Jefferson Blvd. Suite 117 Culver City, CA 90232 Contact Melissa via email t: 310.838.7258 / f: 310.838.7259 www.saltaddsflavor.com
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