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
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