The Partnership at Drugfree.org has launched a :30 PSA nationwide via DDB New York and The Colony.nnDirected by The Colony‘s David Gaddie, the spot features a teenager whose age increases and whose health deteriorates visibly during an unbroken monologue to camera. The effect was achieved through a combination of clever shoot techniques and subtle post production that leave audiences marveling.nnThe DDB brief called for viewers to arrive at the end of the spot, surprised to find themselves looking at an older, drug damaged teen, without noticing the changes as they happened. nnDirector David Gaddie says the concept provided an interesting challenge on a technical level, requiring him to deliver substantial aging and changes in appearance without using any obvious tricks. nn
nnGaddie came up with the idea of prerecording and locking the audio first so the actor could perfectly learn his lip sync. The team could then shoot many different matched passes to this audio, while the actor’s hair and makeup were altered between shots. The spot was shot in three main plates, from older to younger, and the actor’s hair was shortened between each plate, giving him a younger look. The footage was then reassembled in reverse order and seamlessly merged at The Colony‘s design, animation and VFX studio, Afterparty, to deliver a progression from younger to older and the illusion of aging “before your eyes”. nn”We were very pleased to contribute to this campaign. We started with a very clever script and a great performer in Ted Sutherland. We were also very lucky to have celebrated makeup designer Judy Chin [Black Swan] on board to build the illusion. Then we used very subtle post techniques to smooth, enhance and extend the shift in age and health.” nn
nnThe commercial was shot by New York DOP William Rexer. Digital effects were created by The Colony‘s design, animation and VFX studio, Afterparty. Sound design was contributed by Nylon Studios. nnCredits nClient: The Partnership at Drugfree.org (formerly the Partnership for a Drug-Free America)nnAgency: DDB, New YorknChief Creative Officer: Matt Eastwood; Group Creative Director: Rich Sharp; Group Creative Director: Mike Sullivan; Creative Director/Copywriter: Scott Cooney; Senior Art Director: Matt Knapp; Director of Broadcast Production: Ed Zazzera; Executive Producer: Walter Brindak; Management Supervisor: Kelly GorskynnProduction company: The ColonynDirector: David Gaddie; Director of Photography: William Rexer; Executive Producer: Angela Bowen; Producer: Zac Zimmerman; Editor: Nick CarewnnVFX: AfterpartynnSound Design: Nylon Studios nnThe Colony has offices in New York, Sydney and Shanghai.nnVisit The Colony at: www.the-colony.comnVisit Afterparty at: www.afterpartyvfx.com
Sharon Lew The Colony (646) 755-7373 x17 Contact Sharon via email
Contact:Hillary Herbst Hilly Reps Contact Hilary via email
Union’s Tim Thornton-Allan Edits Santa’s ‘Naughty List’ for Toyota
We may not get a second chance to make a first impression, but when the opportunity presents itself to right our wrongs in time for Christmas, we should seize the moment. In a new holiday spot for Toyota, a little boy realizes he is probably on Santa’s “Naughty List” and resolves to do something about it. The spot was created via Conill Advertising, produced by MJZ, directed by Fredrik Bond, and edited by Tim Thornton-Allan of Union Editorial/Los Angeles and Marshall Street Editors/London. Watching a program on his iPad in the back seat of his dad’s Toyota Tundra, our young protagonist receives a warning: “If you’ve been naughty, Santa won’t bring you any presents.” The lad wastes no time: “Papa! Turn back!” he commands. Father and son proceed to make the rounds, stopping at school, the neighbors, and elsewhere around the neighborhood, to set things right and deliver apologies. The boy even goes so far as to make amends with his little sister - returning the head of a favorite doll. The child’s restitution has the desired effect, and on Christmas morning, he receives exactly the gift he’d asked for. Judging by what he does next, he may have his work cut out for him next year, but we can all just take things one “Naughty List” at a time. Read More