Category Archives: commercials

MPC directs, provides VFX, color for Fiji Water spot

To launch the new Fiji Sports Cap bottle, Wonderful Agency came up with the concept of a drop of rain from the clouds high above Fiji making its way down through the pristine environment to showcase the source of their water. The story then transitions to the Fiji Water Sports Cap bottle being used by athletes during a tough workout.

To bring that idea to life, Wonderful Agency turned to MPC with creative director Michael Gregory, who made making his MPC directorial debut, helming both spots while also leading his VFX team. These spots will air on primetime television.

Gregory’s skills in visual effects made him the perfect fit as director of the spots, since it was essential to seamlessly depict the raindrop’s fast-paced journey through the different environments. MPC was tasked with building the CG water droplet that falls from the sky, while reflecting and magnifying the beauty of the scenes shot in Fiji.

“It was key to film in low light, cloudy conditions in Fiji,” explains Gregory. “We shot over five days with a drone in the most remote parts of the main island, taking the drone above the clouds and shooting many different angles on the descent, so we had all the textures and plates we needed.”

For the Fiji section, Gregory and team used the Zenmuse X7 camera that sits on a DJI Inspire 2 drone. “We chose this because logistically it was easier to get it to Fiji by plane. It’s a much smaller drone and isn’t as battery-hungry. You can only travel with a certain amount of batteries on a plane, and the larger drones that carry the Reds and Alexas would need the batteries shipped by sea. Being smaller meant it had much longer flying times. That meant we could have it in the air at height for much longer periods. The footage was edited in Adobe Premiere.”

MPC’s VFX team then got to work. According to lead compositor Oliver Caiden, “The raindrop itself was simulated CG geometry that then had all of the different textures refracted through the UV map. This process was also applied to the droplet reflections, mapping high dynamic range skies onto the outside, so we could achieve a more immersive and richer effect.”

This process enabled the compositors to animate the raindrops and have full control over motion blur, depth of focus, refraction and reflections, making them as realistic and multifaceted as possible. The shots were a mixture of multiple plates, matte painting, 2D and CG clouds, which ultimately created a sequence that felt seamless with reality. The spot was graded by MPC’s colorist Ricky Gausis.

The tools used by MPC were Autodesk Maya, Side Effects Houdini, Adobe Photoshop as well as Foundry Nuke for the VFX and FilmLight Baselight for color.

The latest Fiji campaign marks a continued partnership between MPC and Wonderful Agency — they previously handled VFX for Wonderful Pistachios and Wonderful Halos spots — but this latest campaign sees MPC managing the production from start to finish.

Therapy Studios provided the final audio mix.

 

Behind the Title: Uppercut Editor Alvaro del Val

NAME: Alvaro del Val

COMPANY: Uppercut

CAN YOU DESCRIBE YOUR COMPANY?
Uppercut is an editing boutique based in Manhattan. It was founded three years ago by editor Micah Scarpelli and now has five editors who have been carefully selected to create a collaborative atmosphere.

We share a love for creating emotionally driven stories and challenging each other to get the most out of our creativity. It’s important to us that our clients, as well as staff, experience the camaraderie and familial vibe at our office. We want them to feel at home here.

WHAT’S YOUR JOB TITLE?
Editor

WHAT DOES THAT ENTAIL?
Editing is storytelling. Generally, we jump into a project once the shoot is finished. We get the dailies and start thinking about how to get the best out of the footage, and what’s the best way is to tell the story. It’s a very creative process with endless possibilities, and it’s non-stop decision making. You have to decide which elements create a memorable piece, not only visually, but also in the way the story unfolds.

Kicking Yoda

It is often said that a film is written three times: When it is written, when it is shot and when it is edited. Editing can completely change the direction of a film, commercial or music video. It establishes the way we understand a plot, it sets the rhythm and, most importantly, it delivers the emotions felt by the audience — this is what they ultimately remember. A year after watching a film, you may forget details of plot, or the name of the director, but you’ll remember how it made you feel.

WHAT WOULD SURPRISE PEOPLE THE MOST ABOUT WHAT FALLS UNDER THAT TITLE?
Many people think that editing is just putting images together, that we follow a storyboard that has been done previously, but it is much more nuanced than that. The script is a starting point, a reference, but from there, the possibilities are endless. You can give the same footage to a hundred editors and they will give you a hundred different stories.

People are also surprised by the amount of footage you have for a 30-second commercial, which can easily be five or six hours. Once, I was given fifteen hours of footage for a sixty second commercial.

As Walter Murch said, “Every frame you see in front of you is auditioning to make it into the final piece.” You are making millions of decisions every day, selecting only the best few frames to tell the story the way you want.

WHAT’S YOUR FAVORITE PART OF THE JOB?
In some ways, editing is like a sculptor carving a block of marble and discovering the figure that has been contained inside, working little by little, knowing where they are going, but at same time, letting the story unfold before them. That creative process is my favorite part. It is so exciting in the moment when you are alone in the room and everything starts to make sense; you can feel it all coming together. It’s a really special and beautiful moment.

I also love that every project is a new experience. It’s amazing to work at something you love that brings you a new challenge every day. What you can offer creatively changes along with your evolution as a person. It’s a field that demands that you learn and evolve constantly.

WHAT’S YOUR LEAST FAVORITE?
My least favorite part is that it can be hard to balance your personal life with your professional life. As an editor, you often need to work long nights and weekends or change plans unexpectedly, which affects the people in your life. But it’s part of the job, and I have to accept it to be able to do what I do.

WHAT IS YOUR MOST PRODUCTIVE TIME OF THE DAY?
It depends on where I am in the project. If I’m starting to build a story, the evening is definitely my most creative and focused time. There are less distractions in terms of phone calls and emails, and I’ve always been a night person. But I love mornings in order to judge something I’ve done the night before. Coming to the edit room with fresh eyes gives me more objective vision.

IF YOU DIDN’T HAVE THIS JOB, WHAT WOULD YOU BE DOING INSTEAD?
I would definitely work as a photographer. I got my first camera when I was seven years old and haven’t stopped taking pictures since. I used to work as a photographer in Madrid, years ago. I loved it, but I didn’t have time to do both, and I loved editing too much to let it go.

Editing is what brought me to the most creative city in the world, so I’m really thankful for that. Walking around the city with my camera is definitely one of my favorite things to do.

HOW EARLY ON DID YOU KNOW THIS WOULD BE YOUR PATH?
Since I was a kid I’ve been obsessed with visuals, photography and films. I had a natural connection with that way of communicating. My camera was a way to express myself… my diary. In college, I started studying cinema, working on TV and making my own films, which is when I discovered the magic of editing and knew that it was my place. I felt that editing was the most special, creative part of the process and felt so lucky to be the one doing it. I couldn’t believe that not everyone wanted to be the editor.

CAN YOU NAME SOME RECENT PROJECTS YOU HAVE WORKED ON?
One of my more recent projects is a short documentary film called Kicking Yoda, which is doing the festival circuit and received a Los Angeles Film Award for Best Documentary. It’s the story of Doug Blevins who, after being born with cerebral palsy, became an NFL kicking coach nominated to the Hall of Fame. I love stories of overcoming obstacles because they are relatable to everyone in one way or another.

Fitbit

I recently worked on a Fitbit campaign called Find Your Reason, which was comprised of true stories about people finding their path in life through athletics. It has been nominated for best editing in the 2018 AICE Awards, which are coming up this month.

YOU HAVE WORKED ON ALL SORTS OF PROJECTS. DO YOU PUT ON A DIFFERENT HAT WHEN CUTTING FOR A SPECIFIC GENRE?
Absolutely. To begin with, it’s completely different to edit a 30-second commercial than a short film or a music video. What drives the story changes; the rhythm and the structure differ so much.

In long pieces, you have more time to create a different, more profound kind of interest. I think advertising is moving more toward longer format pieces because they create a stronger connection with the audience. Television commercials are becoming the teaser, allowing you to discover the whole story online later.

The visual language also has to adapt to the genre. The audience needs to understand what kind of story you are telling, or you’ll lose them. You always need to have the audience in mind, understanding to whom your piece is addressed and on which platform it will be released. Your attention span differs depending on whether you are eating dinner in front of the TV, sitting at your computer or watching in a theater. You need to adapt with those circumstances in mind.

WHAT IS THE PROJECT THAT YOU ARE MOST PROUD OF?
The project I’m most proud of is Volvo S90, Song of the Open Road. It’s a beautiful campaign that was awarded Best Editing in Automotive in the 2017 AICE Awards (Association of Independent Commercial Editors). It was very special for me, not only because I was able to be part of a team with world-class artists, like composer Dan Romer, DP Jeff Cronenweth and actor Josh Brolin, but also because of the freedom I had in the creative process. I think that collaboration, as well as the nonlinear storytelling I was able to use, is why the campaign has the poetry and emotion I always pursue in my edits. Additionally, the story inspires you to live freely and pursue your chosen path. I feel it’s a story that makes you think and stays with you after watching it.

WHAT DO YOU USE TO EDIT?
It depends on the needs of the project, but typically I use Avid Media Composer. I sometimes use Premiere, but I really prefer editing in Avid. I find it’s faster, deals better with large amounts of footage and is generally a much more stable software. It’s true that if you want to end your project in the edit suite, Premiere does a much better job in terms of using effects and exporting. But in a workflow with external color grading and conforming later (in a Flame for example), I would definitely go with Avid.

WHAT IS YOUR FAVORITE PLUGIN?
It’s not strictly a plugin, but the Motion Effect Editor is fantastic in Avid. The freedom and control you have over the speed curves when creating time warps is really outstanding. The tool is really visual, which helps me in terms of creating nice speed changes. For me, it’s an important tool, as I love editing sports commercials. For action scenes with a lot of movement, it’s a key resource to have.

ARE YOU OFTEN ASKED TO DO MORE THAN EDIT?
Nowadays, mostly in the American market, the editor has become kind of the director in post. We are involved in the sound design, the mix, the color grading, the conform and the final deliverables; we have to be in control of the whole process. This happens because the director is normally not around, which doesn’t happen in Europe. But here, the market asks for quick turnarounds and editors work hand in hand with agencies to get things done in the right amount of time for the client.

Due to this model, I increasingly prefer to be involved in preproduction when the idea is conceived. That way, I have a better understanding of the project and I can get the director’s insight so I am able to maintain the essence of his vision later on. It is also a good opportunity to share ideas that will help later in the editing and post process.

NAME THREE PIECES OF TECHNOLOGY YOU CAN’T LIVE WITHOUT.
Of course, we all feel nowadays that we cannot live without our phone and our computer. All our music, films, photos and social world are contained there. It is amazing to think that we used to live without all that in the ‘90s, but technology has changed the game.

Besides those, my cameras are my main pieces of technology. I love my versatile Fuji X-T10 that I bring everywhere, but also my Canon 5D, which I use for portraits and trips.

WHAT DO YOU DO TO DE-STRESS FROM IT ALL?
We all need to disconnect from time to time, and sports are my first escape from stress. I do rock climbing and cycling and I love to ride my bicycle to my beloved Prospect Park. And as a good Spaniard, soccer and tennis are my main sports. I’m a big Rafa Nadal fan.

Besides sports, I love taking advantage of all this city has to offer culturally. I love going to the Bowery Ballroom or Brooklyn Steel for live music, checking out what’s going on at The New Museum or The Whitney and enjoying the opera at The Met every time I have the chance. BAM is also one of my go-tos, as their program is outstanding all year long, from cinema to dance and theater.

Cinna 4.13

Behind the Title: Lucky Post editor Elizabeth V. Moore

NAME: Elizabeth V. Moore

COMPANY: Lucky Post

CAN YOU DESCRIBE YOUR COMPANY?
The studio combines creative editorial, graphic design, sound design, mixing, color, compositing,VFX and finish

I feel very lucky to call Lucky my home for the past five and a half years. It’s a collection of driven co-workers who truly interact like a team. Together, we infuse art and care into the projects that come through our office.

WHAT’S YOUR JOB TITLE?
I am one of the four editors here.

WHAT DOES THAT ENTAIL?
I work with clients to take their concept and make it a reality. With the footage I’m provided, I get to be a storyteller. I add my creative perspective and collaborate with clients to craft a story or message that is hopefully even better than what they had envisioned possible.

WHAT WOULD SURPRISE PEOPLE THE MOST ABOUT WHAT FALLS UNDER THAT TITLE?
A big part of my job includes spending a lot of time with my clients as we work toward a cut we’re all happy with. It’s not just me in a room by myself, editing. There’s a responsibility to your clients not just to edit something for them, but also to help facilitate a space where they feel comfortable and are happy to come to every day. My goal is to have them leave Lucky Post at the end of the day confident in the cut and feeling good in general… with smiles on their faces.

WHAT’S YOUR FAVORITE PART OF THE JOB?
My favorite part of the job is seeing the edit take shape… to get to the end of a project and see the final resul, and reflect on what it took for that to manifest. That is a very satisfying feeling.

This CostaDelMar Slam spot is a recent project edited by Moore.

WHAT’S YOUR LEAST FAVORITE?
I try not to focus too much on my least favorite aspects of anything, but if pressed I’d have to say going through footage and making selects. I feel anxious to start my favorite part of the job — seeing the edit take shape — but in order to get the best result you have to focus and find the best pieces amidst all the content.

WHAT IS YOUR MOST PRODUCTIVE TIME OF THE DAY?
I wouldn’t consider myself a morning person, so I’d have to say early afternoon. When I have a deadline to hit, however, late at night is when I can really surprise myself with the amount and quality of work I can produce under pressure.

IF YOU DIDN’T HAVE THIS JOB, WHAT WOULD YOU BE DOING INSTEAD?
I’ve asked myself that question, and I honestly can’t think of a better answer than what I’m doing now. Even though I had no idea when I was younger that this is where I’d end up, in retrospect, it makes the most sense.

My personal set of talents and interests throughout my development have helped give me the arsenal of skills it takes to enjoy editing and do it well.

SO YOU DIDN’T KNOW THIS WOULD BE YOUR PATH?
I didn’t have any idea I would end up in this career until college. I was originally a business major with a minor in film, because I always loved movies. Quickly into my first semester it dawned on me that I could actually pursue a career in something I was passionate about, not just what I thought was expected of me. I switched to film and, as I learned more about all the different departments, I knew editing was where my talents and skills could thrive. And the more I did it, the more I fell in love with the art.

AS A WOMAN EDITOR, WHO DID YOU LOOK UP TO WHEN STARTING OUT?
I didn’t think too much about who I looked up to based on being a woman. I had my films and editors that inspired me and I aspired to emulate editorially. However, I would say that my biggest female inspiration was editor Sally Menke (who died in an accident in 2010). Pulp Fiction was one of my favorite movies at the time, and the way the story was edited and structured was a large part of that.

Once I looked deeper into her career, I realized she was the editor for all of Quentin Tarantino’s films. It inspired me greatly that she was able to not only be an editor during a time that was very much a male-dominated field, but also maintain an ongoing, collaborative relationship that shaped both of their careers. I wanted to be the kind of editor that was not only worth working with, but worth working with again and again.

HOW DO YOU FEEL ABOUT THE MEDIA CHAMPIONING MORE FEMALE CREATIVES AND LEADERS IN OUR INDUSTRY?
I think it’s extremely important. To continue to push our industry to greater heights, new and different perspectives are needed to keep things evolving and growing. Media plays a big role in our society and culture, and women need to be well represented and their voices heard. Similar to my own story, a lot of opportunities are missed if they’re unknown or seem impossible. More women in leadership and creative positions will help young women see themselves in these roles.

WHAT SHOULD OR CAN WE DO TO ENCOURAGE MORE WOMEN TO BECOME EDITORS?
To be an editor, you have to be passionate about it and love the process. We can’t make women be interested in the art, but we can reinforce the confidence in the ones who are. We have to be the ones to say, “There’s no reason to be intimidated by pursuing this career path. This industry is always looking for fresh, original perspectives and we, as women, have a unique voice to offer. The quality of your craft will speak for itself and that is what will draw clients to work with you.”

CAN YOU NAME SOME RECENT PROJECTS YOU HAVE WORKED ON?
Within the past year I’ve worked on campaigns for Crate & Barrel, Charles Schwab, AT&T and Soraa.

YOU HAVE WORKED ON ALL SORTS OF PROJECTS. DO YOU PUT ON A DIFFERENT HAT WHEN CUTTING FOR A SPECIFIC GENRE?
I wouldn’t say that I wear a different hat when working on different genres, because at the end of the day the goal is the same: to tell a good story in as creative a way as the content allows.

However, what I’m looking for out of the footage will change depending on the type of project. So much of my select-making process is based on feelings that arise while viewing a scene. I select the pieces that give me the reaction I want the audience to feel based on the genre of the piece.

WHAT IS THE PROJECT THAT YOU ARE MOST PROUD OF?
I have a different sense of pride for all the projects I work on. Sometimes it’s because of the level of quality of the work, and sometimes it’s because of the challenges that had to be overcome. But I’d say that I’m still most proud of one of my first pieces I did at Lucky Post. It was back when I was an assistant editor; I was given access to footage for a music video for a musician named Jesse Woods and was told to just have fun with it and use it as an opportunity to practice.

Even though I wasn’t the official editor on it, I took the challenge seriously and spent hours exploring possibilities, pushing my craft farther than I ever had to that point. The director was impressed enough that it became the final cut he and the artist used. I still look back on that as one of the most beautiful pieces I’ve produced. It was the turning point in my career, where not only did others see and recognize my talent, but I saw what I was capable of and this gave me the confidence that led me to where I am now.

WHAT DO YOU USE TO EDIT?
I’ve used a few different editing software programs throughout my career and my favorite, and what I currently use, is Adobe Premiere Pro.

ARE YOU OFTEN ASKED TO DO MORE THAN EDIT?
Even though I’m only asked to edit, a big part of my job includes spending a lot of time with my clients as we work toward a final cut. Sometimes that means being a good listener or a positive force for them when things get stressful.

NAME THREE PIECES OF TECHNOLOGY YOU CAN’T LIVE WITHOUT.
A computer is number one, since I can’t edit without it. I’d like to believe I’d still be interested in the art of editing if I had to do it via the cut and splice method, but it would be a very different process and experience for me. Second would be my television. I love watching great movies, shows and well-done commercials, so it’s both a leisure activity and it inspires me as an editor. Lastly, my cell phone because we now live in a society where it’s becoming hard to work and stay connected without it.

WHAT DO YOU DO TO DE-STRESS FROM IT ALL?
Besides my passion for the visual arts, like movies, my favorite escape is music. I love to go to shows to see live bands or get lost in music being played by DJs and dance. When I’m in those moments, all the stress from the week is forgotten and I’m living in the present.


NYC’s Wax adds editor Kate Owen

Kate Owen, an almost 20-year veteran who has cut both spots and films, has joined the editorial roster of New York’s Wax. The UK-born but New York-based Owen has edited projects across fashion, beauty, lifestyle and entertainment for brands such as Gucci, Victoria Beckham, Vogue, Adidas, Sony, Showtime and Virgin Atlantic.

Owen started editing in her teens and subsequently worked with top-tier agencies like Mother, Saatchi NY, McGarryBowen, Grey Worldwide and Y&R. She has also worked at editing houses Marshall Street Editors and Whitehouse Post.

In terms of recognition, Owen had been BAFTA-nominated for her short film Turning and has won multiple industry awards, including One Show, D&AD, BTAA as well as a Gold Cannes Lions for her work on the “The Man Who Walked Around the World” campaign for Johnnie Walker.

Owen believes editing is a “fluid puzzle. I create in my mind a somewhat Minority Report wall with all the footage in front of me, where I can scroll through several options in my mind to try out and create fluid visual mixes. It’s always the unknown journey at the start of every project and the fascination that comes with honing and fine tuning or tearing an edit upside down and viewing it from a totally different perspective that is so exciting to me”.

Regarding her new role, she says, “There is a unique opportunity to create a beauty, fashion and lifestyle edit arm at Wax. The combination of my edit aesthetic and the company’s legacy of agency beauty background is really exciting to me.”

Owen calls herself “a devoted lifetime Avid editor.” She says, for her, it’s the most elegant way to work. “I can build walls of thumbnails in my Selects Bins and create living mood boards. I love how I can work in very detailed timelines and speed effects without having to break my workflow.”

She also gives a shout out to the Wax design and VFX team. “If we need to incorporate After Effects or Maxon Cinema 4D, I am able to brief and work with my team and incorporate those elements into my offline. I also love to work with the agency or director to work out a LUT before the shoot so that the offline looks premium right from the start.”


Director Olivier Gondry returns to Partizan

Director Olivier Gondry has once again joined the roster at production house Partizan. Gondry, known for his commercial and music video work, made his first major mark with his commercials for HP, featuring his brother Michel and Vera Wang. Since then, this Paris-based director has gone on to collaborate with brands such as Audi, YouTube, Fiat, Microsoft, Starbucks, Nissan, Canon, Gillette, True Religion, Etsy and Trip Advisor.

Originally known as a visual effects artist, it was at Partizan where Gondry first established himself as a director. The renewed connection is a happy homecoming for Gondry and Partizan, which maintains offices in Paris, London, New York, Los Angeles, Berlin, São Paulo and in the Middle East.

Olivier’s endeavors in the music world include work with such artists as Daft Punk, OK Go and The Vines. Most recently, Olivier created a slightly disturbing and compelling visual exultation of facial flux and melding bodies for Joywave’s Doubt.

“Partizan has been part of my life since forever,” says Gondry. “First as a brother watching Michel climbing the steps. I can still remember him telling me, ‘I met this producer [Georges Bermann].’ I was proud and curious already! It was here that I first transitioned from special effects to directing. I’m so happy to return to Partizan, to be back home and back with my brother.”

Gondry is also currently in development on a long-form narrative project.


Video: Red Sparrow colorist David Hussey talks workflow

After film school, and working as an assistant editor, David Hussey found himself drawn to color grading. He then became an assistant to a colorist and his path was set.

In a recent video interview with the now senior colorist at LA’s Company 3, Hussey talks about the differences of coloring a short-form project versus a long-form film and walks us through his workflow on Red Sparrow, which stars Jennifer Lawrence as a Russian ballerina-turned-spy.

Please watch…


Behind the Title: Arcade Edit’s Ali Mao

NAME: Ali Mao

COMPANY: Arcade Edit in New York City

CAN YOU DESCRIBE YOUR COMPANY?
Arcade is a film and television editorial house with offices located in Los Angeles and New York City.

WHAT’S YOUR JOB TITLE?
Editor

WHAT DOES THAT ENTAIL?
Being an editor is all about storytelling. Whether that means following the script and boards as designed or playing outside the parameters of those guidelines, we set the pace and tone of a piece in hopes that our audience reacts to it. Sometimes it’s super easy and everything just falls into place. Other times it requires a bit more problem solving on my end, but I’m always striving to tell the story the best I can.

WHAT WOULD SURPRISE PEOPLE THE MOST ABOUT WHAT FALLS UNDER THAT TITLE?
For a lot of people who don’t work in the industry, they think editors just sit in a dark room alone all the time, and we do sometimes! But what I love most about editing is how collaborative a process it is. So much of what we do is working with the director and the creatives to find just the right pieces that help tell their story the most effectively.

Aflac

Once in awhile the best cuts are not even what was originally boarded or conceived, but what was found through the exploration of editing. When you fall in love with a character, laugh at a joke, or cry at an emotional moment it’s a result of the directing, the acting and the editing all working perfectly in sync with one another.

WHAT’S YOUR FAVORITE PART OF THE JOB?
I love going through dailies for the first time and seeing how the director and the cinematographer compose a particular scene or how an actor interprets lines, especially when you pick up on something in a take that you as an editor love – a subtle twitching of an eye or the way the light captures some element of the image – that everyone forgot about until they see it in your edit.

WHAT’S YOUR LEAST FAVORITE?
Not having enough time to really sit with the footage before I start working with the director or agency.

WHAT IS YOUR MOST PRODUCTIVE TIME OF THE DAY?
Early in the morning even though I’m not really a morning person…but in our industry, that’s probably the quietest time of the day.

IF YOU DIDN’T HAVE THIS JOB, WHAT WOULD YOU BE DOING INSTEAD?
Bumming it at the beach back home in Hawaii.

WHY DID YOU CHOOSE THIS PROFESSION?
During the summer before my junior year of high school, I stumbled upon Vivacious Lady (with Jimmy Stewart and Ginger Rogers) on AMC. I don’t know what it was about that movie, but I stayed up until 2am watching the whole thing.

For the next two years, every Sunday I’d grab the TV guide from the morning newspaper and review the AMC and TCM lineups for the week. Then I’d set my VCR to record every movie I wanted to see, which at the time were mostly musicals and rom-coms. When my dad asked me what I wanted to study in college I said film because at 5’4” getting paid to play basketball probably wasn’t going to happen, and those old AMC and TMC movies were my next favorite thing.

When I got to college, I was taught the basics of FCP in a digital filmmaking class and fell in love with editing instantly. I liked how there was a structure to the process of it, while simultaneously having a ton of creative freedom in how to tell the story.

Tide

CAN YOU NAME SOME RECENT PROJECTS YOU HAVE WORKED ON?
In January I worked with Saatchi on their Tide Super Bowl Campaign, editing the television teasers and 15s. This was the second year in a row that I got to work with them for the Super Bowl, and it’s one of my favorite jobs every year. They do some really fun and creative work for their teasers, and there’s so much opportunity to experiment and get a little weird

There was the Aflac Ski Patrol spot, and I also just finished a Fage Campaign with Leo Burnett, which went incredibly well. Matt Lenski from Arts & Science did such an incredible job with the shoot and provided me with so many options of how to tell the story for each spot.

DO YOU PUT ON A DIFFERENT HAT WHEN CUTTING FOR A SPECIFIC GENRE?
I think you put on a different hat whenever you start any project, regardless of genre. Every comedy piece or visual piece is unique in its story, rhythm, etc. I definitely try to put myself in the right head space for editing a specific genre, whether that be from chatting with the director/agency or doing a deep dive on the Internet looking for inspiration from films, ads, music videos — anything really.

WHAT IS THE PROJECT THAT YOU ARE MOST PROUD OF?
I worked as an editor on a documentary called Undroppable. It was about the school dropout rate across the US and followed students from different parts of the country, focusing on the challenges of graduating high school.

The film had already been edited by the time I got involved, but the producer felt it needed fresh eyes. I loved a lot of what the previous editors had done, and felt like the one thing I could bring to the film was focus. There were so many compelling stories that it sometimes felt like you never had a chance to really take any of it in. I wanted the audience to not just fall in love with these students and root for them, but to also leave the theater in active pursuit of ways they could be involved in our country’s education system.

As someone who was cutting mostly commercials and short films in Final Cut Pro at the time, doing a feature length documentary on Avid Media Composer was daunting, but so very, very exciting and gratifying.

WHAT DO YOU EDIT ON THESE DAYS?
Avid Media Composer.

ARE YOU EVER ASKED TO DO MORE THAN EDIT?
Every once in awhile I get a job where I’m asked to create an edit that is not in line with the footage that was shot. In those instances, I’ll have to comp takes together in order to get a desired set of performances or a desired shot. I try not to make the comps too clean because I don’t want to put our Flame artist out of a job.

NAME THREE PIECES OF TECHNOLOGY YOU CAN’T LIVE WITHOUT.
iPhone, computer, Roomba

WHAT DO YOU DO TO DE-STRESS FROM IT ALL?
I just had a baby, so coming home to my son and my baby daddy is a great way to end the day. I also play on an all-women’s flag football team in a co-ed league on the weekends. The first game we ever won I QB’d while I was eight weeks pregnant; it was my Serena Williams moment!


David Walton Smith joins digital agency Grow as head of film

Norfolk, Virginia-based digital agency Grow has expanded its film and production capabilities with the addition of David Walton Smith, who will take on the newly created role of head of film. Walton Smith will be charged with overseeing all content development and video production for the agency’s clients, which include Google, Spotify, Adidas and Adult Swim.

A multidisciplinary filmmaker and creative, Walton Smith has produced commercials, as well as branded and documentary content, for brands like Google, Volvo, Mass Mutual, Hyundai and Aleve. Prior to joining Grow, he was a director and producer at CNN’s branded content division, Courageous Studio, where he created broadcast and web content for CNN’s global audiences. He was also editor of Born to Explore with Richard Wiese, an Emmy Award-winning show that aired on ABC, as well as creative lead/director at London and Brooklyn-based LonelyLeap, where he spearheaded campaigns for Google and Tylenol.

Grow works with brands including Google, Spotify, NBC, Adidas, Homes.com, Oxygen Network and Adult Swim, to create digital experiences, products and interactive installations. Notable recent projects include Window Wonderland for Google Shopping, Madden Giferator for EA Sports, as part of Google’s Art, Copy & Code initiative, as well as The Pursuit, an interactive, crime thriller game created with Oxygen Media.


Super Bowl: Sound Lounge’s audio post for Pepsi, NFL and more

By Jennifer Walden

Super Bowl Sunday is an unofficial national holiday in this country, with almost as much excitement for the commercials that air as for the actual game. And regardless of which teams are playing, New York’s advertising and post communities find themselves celebrating, because they know the work they are providing will be seen by millions and talked about repeatedly in offices and on social media. To land a Super Bowl ad is a pretty big deal, and audio post facility Sound Lounge has landed seven!

Tom Jucarone

In this story, president/mixer/sound designer Tom Jucarone, mixer/sound designer Rob DiFondi and mixer/sound designer Glen Landrum share details on how they helped to craft the Super Bowl ads for Pepsi, E*Trade, the NFL and more.

Pepsi This is the Pepsi via Pepsi’s in-house creative team
This spot looks at different Pepsi products through the ages and features different pop-culture icons — like Cindy Crawford — who have endorsed Pepsi over the years. The montage-style ad is narrated by Jimmy Fallon.

Sonically, what’s unique about this spot?
Jucarone: What’s unique about this spot is the voiceover — it’s Jimmy Fallon. Sound-wise, the spot was about him and the music more than anything else. The sound effects were playing a very secondary role.

Pepsi had a really interesting vision of how they wanted Jimmy to sound. We spent a lot of time making his voice work well against the music. The Pepsi team wanted Fallon’s voice to have a fullness yet still be bright enough to cut through the heavy-duty music track. They wanted his voice to sound big and full, but without losing the personality.

What tools helped?
I used a few plug-ins on his voice. Obviously, there was some EQ but I also used one plug-in called MaxxBass by Waves, which is a bass enhancement plug-in. With that, I was able to manipulate where on the low-end I could affect his voice with more fullness. Then we added a touch of reverb to make it a bit bigger. For that, I used Audio Ease’s Altiverb but it’s very slight.

Persil Game-Time Stain-Time via DDB New York
In this spot, there’s a time-out during the big game and an announcer on TV taps on the television’s glass — from the inside. He points out a guacamole stain on one viewer’s shirt, then comes through the TV and offers up a jug of laundry detergent. The man’s shirt flies off, goes into the washer and comes out perfect. Suddenly, the shirt is back on the viewer’s body and the announcer returns to inside the TV.

Sonically, what’s unique about this spot?
Jucarone: It’s an interesting spot because it’s so totally different from what you’d expect to see during the Super Bowl. It’s this fun, little quirky spot. This guy comes out of the TV and turns all these people onto this product that cleans their clothes. There was no music, just a few magical sound effects. It’s a dialogue-driven spot, so the main task there was to clean up the dialogue and make it clear.

iZotope is my go-to tool for dialogue clean up. I love that program. There are so many different ways to attack the clean up. I’m working on a spot now that has dialogue that is basically not savable, but I think I can save it with iZotope. It’s a great tool — one of the best ones to have. I used RX 6 a lot on the Persil spot, particularly for this one guy who whispers, “What is going on?” The room tone was pretty heavy on that line, and it was one of the funniest lines, so we really wanted that one to be clear.

The approach to all these spots was to find out what unique sonic pieces are important to the story, and those are the ones you want to highlight. Back before the CALM Act, everyone was trying to make their commercial louder than everybody else’s. Now that we have that regulation, we’re a bit more open to making a spot more cinematic. We have a greater opportunity for storytelling.

E*Trade This is Getting Old via MullenLowe
In this spot, a collection of senior citizens sing about still being in the workforce — “I’m eighty-five, and I want to go home.” It’s set to the music of Harry Belafonte’s song “Day-O.” From lifeguard to club DJ, their careers are interesting, sure, but they really want nothing more than to retire.

Sonically, what’s unique about this spot?
Jucarone: That spot was difficult because of all the different voices involved, all the different singers. The agency worked with mixer Rob DiFondi and me on this one. Rob did the final mix.

The spot has a music track with solo and group performances. They had recorded the performers at a recording studio and then brought those tracks to us as a playlist of roughly 20 different versions. There were multiple people with multiple different versions, and the challenge was going through all of those to find the most unique and funniest voices for each person. So that took some time. Then, we had to match all of those voices so they sounded similar in tone. We had to re-mix each voice as we found it and used it because it wasn’t already processed. Then we had to also craft the group.
I worked with the agency to get the solo performances finalized and then Rob, the other mixer on it, took over and created the group performances. He had to combine all of these singular voices to make it sound like they were all singing together in a group, which was pretty difficult. It turned out to be a very complex session. We had multiple versions because they wanted to have choices after the fact.

What tools did you use?
There were a couple of different reverbs that really helped on this spot. We used the Waves Renaissance Reverb, and Avid’s Reverb One. We used a fun analog modeling EQ called Waves V-EQ4, which is modeled after a Neve 1081 console EQ. We wanted the individual voices to sound like they were singing together, one after another.

Any particular challenge?
DiFondi: My big job was the background chorus. We had to make a group of eight elderly background singers sound much larger. The problem there was layering the same eight people four times doesn’t net you the same as having 32 individuals. So what I did was treat each track separately. I varied the timing of each layer and I put each one in a separate room using different reverb settings and in the end that gave us the sound of a much larger chorus though we had only eight people.

Super Bowl NFL Celebrations to Come via Grey New York
NY Giants players Eli Manning and Odell Beckham, Jr. re-enact the famous last dance from Dirty Dancing, including the legendary lift at the end. The spot starts out realistic with on-camera dialogue for Eli and Odell during a team practice, but then it transitions into more of a music video as the players get wrapped up in the dance.

Sonically, what’s unique about this spot?
Landrum: There was lots of mastering on the main music track to get it to pop and be loud on-air. I used the iZotope Neutron for my music track mastering. I love that plug-in and have been using it and learning more about it. It has great multi-band compression, and the exciter is a cool addition to really finesse frequencies.

I think the most interesting part of the process was working with the director and agency creatives and producers to edit the music to match the storyboard they had before the actual shoot. We cut a few versions of varying lengths to give some flexibility. They used the music edits on-set so the guys could dance to it. I thought this was so smart because they would know what’s working and what isn’t while on-set and could adjust accordingly. I know they had a short shoot day so this had to help.

Everything worked out perfectly. I think they edited in less than a week (editor Geoff Hounsell from Arcade Edit, NY) and we mixed in a day or less. The creatives and producers involved with this spot and the NFL account are an awesome group. They make decisions and get it done and the result was amazing. Also, our expert team of producers here made the process smooth as silk during the stressful Super Bowl time.


Jennifer Walden is a New Jersey-based audio engineer and writer.  Follow her on Twitter @AudioJeney.

The 16th annual VES Award winners

The Visual Effects Society (VES) celebrated artists and their work at the 16th Annual VES Awards, which recognize outstanding visual effects artistry and innovation in film, animation, television, commercials, video games and special venues.

Seven-time host, comedian Patton Oswalt, presided over more than 1,000 guests at the Beverly Hilton. War for the Planet of the Apes was named photoreal feature film winner, earning four awards. Coco was named top animated film, also earning four awards. Games of Thrones was named best photoreal episode and garnered five awards — the most wins of the night. Samsung; Do What You Can’t; Ostrich won top honors in the commercial field, scoring three awards. These top four contenders collectively garnered 16 of the 24 awards for outstanding visual effects.

President of Marvel Studios Kevin Feige presented the VES Lifetime Achievement Award to producer/writer/director Jon Favreau. Academy Award-winning producer Jon Landau presented the Georges Méliès Award to Academy Award-winning visual effects master Joe Letteri, VES. Awards presenters included fan-favorite Mark Hamill, Coco director Lee Unkrich, War for the Planet of the Apes director Matt Reeves, Academy Award-nominee Diane Warren, Jaime Camil, Dan Stevens, Elizabeth Henstridge, Sydelle Noel, Katy Mixon and Gabriel “Fluffy” Iglesias.

Here is a list of the winners:

Outstanding Visual Effects in a Photoreal Feature

War for the Planet of the Apes

Joe Letteri

Ryan Stafford

Daniel Barrett

Dan Lemmon

Joel Whist

 

Outstanding Supporting Visual Effects in a Photoreal Feature

Dunkirk

Andrew Jackson

Mike Chambers

Andrew Lockley

Alison Wortman

Scott Fisher

 

Outstanding Visual Effects in an Animated Feature

Coco

Lee Unkrich

Darla K. Anderson

David Ryu

Michael K. O’Brien

 

Outstanding Visual Effects in a Photoreal Episode

Game of Thrones: Beyond the Wall

Joe Bauer

Steve Kullback

Chris Baird

David Ramos

Sam Conway

 

Outstanding Supporting Visual Effects in a Photoreal Episode

Black Sails: XXIX

Erik Henry

Terron Pratt

Yafei Wu

David Wahlberg

Paul Dimmer

 

Outstanding Visual Effects in a Real-Time Project

Assassin’s Creed Origins

Raphael Lacoste

Patrick Limoges

Jean-Sebastien Guay

Ulrich Haar

 

Outstanding Visual Effects in a Commercial

Samsung Do What You Can’t: Ostrich

Diarmid Harrison-Murray

Tomek Zietkiewicz

Amir Bazazi

Martino Madeddu

 

 

Outstanding Visual Effects in a Special Venue Project

Avatar: Flight of Passage

Richard Baneham

Amy Jupiter

David Lester

Thrain Shadbolt

 

Outstanding Animated Character in a Photoreal Feature

War for the Planet of the Apes: Caesar

Dennis Yoo

Ludovic Chailloleau

Douglas McHale

Tim Forbes

 

Outstanding Animated Character in an Animated Feature

Coco: Hèctor

Emron Grover

Jonathan Hoffman

Michael Honsel

Guilherme Sauerbronn Jacinto

 

Outstanding Animated Character in an Episode or Real-Time Project

Game of Thrones The Spoils of War: Drogon Loot Train Attack

Murray Stevenson

Jason Snyman

Jenn Taylor

Florian Friedmann

 

Outstanding Animated Character in a Commercial

Samsung Do What You Can’t: Ostrich

David Bryan

Maximilian Mallmann

Tim Van Hussen

Brendan Fagan

 

Outstanding Created Environment in a Photoreal Feature

Blade Runner 2049; Los Angeles

Chris McLaughlin

Rhys Salcombe

Seungjin Woo

Francesco Dell’Anna

 

Outstanding Created Environment in an Animated Feature

Coco: City of the Dead

Michael Frederickson

Jamie Hecker

Jonathan Pytko

Dave Strick

 

Outstanding Created Environment in an Episode, Commercial, or Real-Time Project

Game of Thrones; Beyond the Wall; Frozen Lake

Daniel Villalba

Antonio Lado

José Luis Barreiro

Isaac de la Pompa

 

Outstanding Virtual Cinematography in a Photoreal Project

Guardians of the Galaxy Vol. 2: Groot Dance/Opening Fight

James Baker

Steven Lo

Alvise Avati

Robert Stipp

 

Outstanding Model in a Photoreal or Animated Project

Blade Runner 2049: LAPD Headquarters

Alex Funke

Steven Saunders

Joaquin Loyzaga

Chris Menges

 

Outstanding Effects Simulations in a Photoreal Feature

War for the Planet of the Apes

David Caeiro Cebrián

Johnathan Nixon

Chet Leavai

Gary Boyle

 

Outstanding Effects Simulations in an Animated Feature

Coco

Kristopher Campbell

Stephen Gustafson

Dave Hale

Keith Klohn

 

Outstanding Effects Simulations in an Episode, Commercial, or Real-Time Project 

Game of Thrones; The Dragon and the Wolf; Wall Destruction

Thomas Hullin

Dominik Kirouac

Sylvain Nouveau

Nathan Arbuckle

  

Outstanding Compositing in a Photoreal Feature

War for the Planet of the Apes

Christoph Salzmann

Robin Hollander

Ben Warner

Beck Veitch

 

Outstanding Compositing in a Photoreal Episode

Game of Thrones The Spoils of War: Loot Train Attack

Dom Hellier

Thijs Noij

Edwin Holdsworth

Giacomo Matteucci

 

Outstanding Compositing in a Photoreal Commercial

Samsung Do What You Can’t: Ostrich

Michael Gregory

Andrew Roberts

Gustavo Bellon

Rashabh Ramesh Butani

 

Outstanding Visual Effects in a Student Project

Hybrids

Florian Brauch

Romain Thirion

Matthieu Pujol

Kim Tailhades