For the third and last film of the “Guardians of the Galaxy” trilogy, the vibe of the main title sequence is definitely a departure from the upbeat ones in Vol. 1 and 2. We needed to develop a solution that felt much softer and introspective in order for it to work well with the tone of the sequence. Set to a beautiful acoustic version of “Creep” by Radiohead, the animation of the letters blowing on and off the screen had to feel light as a feather – having an almost ethereal quality to it.
SPW Credits
Project Name: “Guardians of the Galaxy, Vol. 3” Main Titles, Locators, and End Crawl
Theatrical Release Date (USA): May 5, 2023
Official Site: https://www.marvel.com/movies/guardians-of-the-galaxy-volume-3
Client: Marvel Studios
Writer/Director: James Gunn
Editor: Fred Raskin
Assistant Editors: Louis Todd Busch, Jeffery Steinkamp
Post Supervisor: Jasmine Kosovic
VFX Production Manager: Danielle Carney
Production Company: Sarofsky
Executive Creative Director: Erin Sarofsky
Managing Director/Executive Producer: Steven Anderson
Creative Lead: Duarte Elvas
Producer: Dylan Ptak
Designers (Main Title + Locators): Gerard Sierra, Davis Cameron Chu, Travis Hawthorne
Designers (End Crawl): Matthew Nowak, Nik Braatz, Mollie Davis, Tony Agliata, Lirio Ramirez, Sara Kopke
End Crawl Typesetting: Exceptional Minds
Music: Radiohead “Creep”
ScreenWork Categories:Title Sequence
Discipline:Visual Effects
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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