Based in Soho in London, Stitch Editing has finished a project for The Times and The Sunday Times’ first-ever joint brand campaign. Directed by Rattling Stick’s Ivan Bird, the 30-second TV and cinema commercial features a montage of significant headline moments from around the world. Using the technique of isolating one unexpected sound from each scene, the commercial is designed to show how The Times and The Sunday Times get to the heart of each story they cover.
Stitch’s Richard Woolway cut the spot using an Avid Media Composer, making this his commercial editing debut: “It was a very interesting exercise to source footage that is extremely familiar and mix it with original scenarios of a similar vein that we developed and shot, creatively isolating an element of each scene that forces viewers to think differently on the subject,” he says. “I enjoyed the process of sourcing existing footage and shooting additional scenarios that we felt were missing at the same time. It was a new and exciting way to work and we’re very proud of the power of the end result.”
He continues: “Both Ivan and I worked closely with the agency and client from day one, whilst at times was challenging, I think benefitted the project as a whole, meaning we all knew the footage we had, in detail, and felt confident we were making the best possible version of the film.”
Woolway started his career cutting showreels at Smuggler, where he met the guys at Stitch and, as he says, “The rest is history, good history of course.”
Offline editing for the spot was done at Big Buoy with producer Jonathan Murray. Rattling Stick’s Emily Atterton produced. Sound and music were produced at Wave Studios by sound engineer Tony Rapaccioli and composer/arranger Nick Rapaccioli.