Shooters, Inc. (www.shootersinc.com) pulled out the stops for agency Aloysius Butler & Clark (AB&C) in an extended broadcast campaign for Susquehanna Bank. AB&C tapped Shooters, Inc. to work on the eye-catching concept through all facets of the production.
The original four-spot awareness campaign parlays Susquehanna Bank’s tagline, “Doing What Counts™”, which the team also extended through three additional product spots. The entire campaign compares and contrasts the bank’s employees and customers as they go through their daily lives.
The concept stands out in the marketplace via a highly unusual vehicle: horizontal split screen. Click here to view “Counters.”
The nature of the Shooters, Inc./AB&C relationship allowed Shooters to be involved in the conceptual stage of such an innovative approach. “Aloysius Butler & Clark has a long and fruitful history of working with Shooters. A relationship like this one extends technological capabilities,” says AB&C Creative Director Joe Dawson. “It’s really more about the relationship equity we’ve built together over time. It’s also a huge plus knowing Shooters has everything you could ever ask for under one roof.”
Inspired by a Bollywood-style music video, the Shooters team needed to be sure that the technique would effectively translate to Susquehanna Bank awareness as well as its product features. They were so keen on the idea that Director Scott Whitham did a test for the client to ensure the project was doable.
“The activities within the potentially distracting horizontal split screen needed to be smooth, convey the warmth and ease of the company’s slogan and their philosophy of ‘we are you’, yet cut through a cluttered industry,” says Whitham.
“The request was also for HD delivery on the spots,” says Whitham. “However, the spots needed to be center cut safe and title safe for Standard Definition 4:3 format—in addition to ensuring that the images still made sense horizontally within the split screen device. The production of Susquehanna Bank at Shooters had the advantage of the newest technology in a house that could handle every aspect of the concept from pre-vis to pre-pro through production, post and delivery.”
Shooters’ combination of technology and expertise resulted in two efficient, high-quality broadcast campaigns for the client. The upshot: seven highly approachable yet distinctive Susquehanna Bank spots that look deceptively simple.
“The production of the Susquehanna Bank spots became a new model of the evolving technology meeting the budget,” says Shooters Inc. Executive Producer Cris Andrei. “A few years ago one could not accomplish this kind of TV campaign without going to a heavily weighted production. [Shooters’] use of new technology allowed for a high degree of mobility and efficiency which, combined with tremendous support from the agency and client, made for a new paradigm.”
About Shooters, Inc.
Shooters, Inc. (www.shootersinc.com) blends talent, technology and client service to provide a superior level of quality and creativity. Shooters’ client base consists of ad agencies, production companies, filmmakers, television and cable networks, political consultants, PR firms, and corporations. Capabilities include Spirit 2K film transfer w/ Bones data, daVinci 2k Plus w/Colorist Toolbox; Resolve Digital Cinema Suite, six Inferno/Smoke2k suites, nine Avid non-linear edit, four final cut suites, CGI and graphic design, Flame, three surround sound audio suites, audio recording studio, film, HD and video crews and studio. Shooters offers these services in SD, HD, 2K, 4k, RED and Viper. ShootersNYC (www.shootersnyc.com) is the New York division of Shooters, Inc., a multi-dimensional creative production and post house specializing in editorial, visual effects, graphic design, finishing and audio post for advertising, television, feature film and new media. Shooters Inc. also has a content division, ShootersTV, which produces Food Network’s “Dinner: Impossible” and “Food Feuds”, as well as a visual effects, Digital Intermediate and film finishing division, DIVE (www.divevisual.com).
Credits
Aloysius Butler & Clark
JOE DAWSON, Creative Director
Shooters, Inc.
SCOTT WHITHAM, Director
ANDREW DAVID WATSON, Director of Photography
CRIS ANDREI, Executive Producer
SCOTT MARKOWITZ, Pre-Vis Test
MARK REIDENAUER, Post Producer
STEVE WHEELOCK, Editorial
MIKE MULLEN, Graphic Design
ROB GIGLIO, Color Correct
MIKE TAYLOR, Audio Mix
