For Nathalie de la Gorce, Creative Director of the design/animation boutique One Fine Day, her experience with ballet and dance guided the graceful show open/package she directed and designed for the ABC Family hit “Bunheads.” The “Bunheads” show open begins with a foot-level shot of a shot of four dancers entering a dance studio about to begin a practice. Set to a modernized version of the ballet classic “Dance of the Sugar Plum Fairy” and shot in black and white with warm light entering from huge windows in the background of the dance studio, the dancers go through their intricate routine. As they move, animated ribbons of red and orange flow around the dancer’s movements. All of which leads to a color shot of the show’s star Sutton Foster looking wowed by the performance.
SPW Credits
Client: ABC Family; Project: “Bunheads” show open. Production: One Fine Day, New York; Creative Director: Nathalie de la Gorce; Director: Amy Sherman-Palladino, Nathalie de la Gorce; Executive Producer: Tom Bayer; Director of Photography: Mateo Londono; Choreographer: Marguerite Derricks; Line Producer: Ivan Stoilkovich; Producer: Helen Pai; Line Producer: Maria Melograne; Choreographer: Marguerite Derricks. Production/Design/Editorial: One Fine Day, New York; Creative Director: Nathalie de la Gorce; VFX Director: Chris Haak; Editor: Ryan Douglass; Compositor: Sergei Martirosov; Rotoscope: Nayeli Lavanderos.
Go RVing, Explore Commercial Productions and Director Jeremy Pinckert Don’t Want You to Go There in a Hotel!
"Hotel Hassle" directed by Jeremy Pinckert.
Commercial production company Explore and director Jeremy Pinckert went to a familiar well to pull inspiration for their latest production for Go RVing. "Hotel Hassle" was initially conceived as an audio-only campaign, but Go RVing's SVP/CMO Karen Redfern asked Explore to adapt the script into a new, live-action commercial. The adaptation from audio ads to digital commercial spots involved adding re-written lines and a few iconic scenes from Pinckert’s ideas that provided anchor moments for the ads. In particular, 'Hotel Hassle' features a room key that just won’t open the door. The visual he added (a round sensor on the door where the key unlocks) not only modernized the ad into the age of tap, but also gave the spot a technology vs. human undertone, invoking the AI-character Hal from Stanley Kubrick’s '2001 A Space Odyssey.'
Explore and Pinckert also added a visual hook to the ending of the spot that leaned on his own experiences traveling with his family. He found his hands were always full, clutching a few bags, random loose objects, his phone, and of course, his coffee. In the commercial, there is a moment where all of the frustrations are just too much for the protagonist and he almost curses in front of the family. What if the director added an action where the protagonist accidentally spills their coffee and the camera freezes precisely at this moment?
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"Hotel Hassle", part of Go RVing's larger Don't Go There! campaign, is currently being broadcast nationwide via strategic digital channels.
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