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BTFILMS' Director Erick Bergstrom Collaborates On "Nascar" Spot... And Takes Home A Telly-Award His EffortNewly Launched, Chicago-Based BT Films Creates Performance Spot Featuring Actor Richard Kind (August 16, 2006)
Created for the Chicago-based agency Blue Chip Marketing & Communications, and their client OnCor Frozen Foods, the :30-second commercial gave the pair the opportunity to do what they do best - get involved during the conceptual phase of a project, and bring their expertise and aesthetic to the creative collaboration.
?The creatives at Blue Chip knew that this kind of complex, performance spot was Ericks forte, and they were interested in and open to what he could bring to the mix, noted Taghert.
The original storyboard opened with the sound of screeching tires over the image of the OnCor spokesperson (actor, Richard Kind of ?Spin City) tending to his product display in a supermarket. Kind was then to look up and see the racecar, which had already come to a halt after crashing into the frozen food aisle.
Erick immediately saw an opportunity to create a scene that would really grab the viewers from the first second. Rather than show the racecar after it had already come to rest, he suggested opening the spot with an action scene with the vehicle crashing into the store, and through the freezers filled with OnCors products giving the screeching tires a real pay off. As soon as he explained his concept, the agency and client were onboard.
QuickTime of BTFilms' "Nascar"Spot
The director also came up with the idea of embellishing the character of the racecar driver, and making him an integral element of the storyline. So he suggested adding a humorous layer to the storyline, by developing the driver into an active and involved character.
Bergstrom dubbed the NASCAR driver SpeedMan, and had this captivating super-hero moving at super-human speed throughout the spot - from the car, to the spokesman, to the freezer section, to the OnCor display area. Although traveling at lightning velocity, the driver delivered his lines at a normal speed.
Since the idea was a little difficult for the client to visualize prior to shooting, BT Films shot a safety for them to preview. While it wasnt as dynamic as in the finished spot, it was true enough to the new concept to show the client that how the spot would play out.
This enhancement of the drivers personality, coupled with the idea of NASCAR speed also played into the more active lifestyle of OnCors target audience and the agencys goal, which was to bring the product to a younger, more active generation of consumers.
The final spot, dubbed ?Speedman, employed Bergstoms expertise in the ?performance arena. The creatives and client agreed that the embellished characterization of the driver, along with the addition of the crash scene, were an ideal complement to the storyline, and really raised the creative bar of the spot.
Stanton Kawer, Chairman and Chief Creative Officer of, Blue Chip, has been working with Erick Bergstrom and Nicole Taghert for over a dozen years.
?Over the years, Erick has earned a high level of trust at our agency not only as a director, but also as a de facto Creative Director - and is presented to clients as part of our team. Spots really benefit from the fact that he gets involved in every job at its inception, and follows it through the postproduction process, notes Kawer. ?On the production side, Nicole is a veteran Executive Producer who runs a tight ship. She anticipates and is prepared for every eventuality, making life easy for the agency. ?
Kawer adds, ?Erick and Nicole are sensitive to the challenges and opportunities each project presents. Their complement of talent has brought an invaluable element to every job theyve worked on with us and the Telly Award-winning NASCAR spot was no exception.
?This spot was conceived as playful and fun, and that feeling was contagious, noted Taghert. ?Marty Bernstein, our editor, had a great time working with the speed changes that Erick set up with the blocking and copy delivery.
Bergstrom notes, ? I love working closely with the creative team, casting talent and looking at the potential that different viewpoints add to the content and style of a spot.
Bergstrom is a master at crafting complex, performance driven spots, and multi-camera shoots. His background as both a DP and an editor has given this multi award-winning director an invaluable advantage in this area. He has a passion for working with actors and production design - ?the yin and yang of commercial work. While his work is strong in a diverse mix of genres, hes most in his element when orchestrating people and images in what he terms ?lively live action.
For additional information about BTFilms, contact in Chicago: Sami Stewart 312 337 2848; in New York: Angel Rose 917 368 8241; and visit their website, btfilms.com.
Agency: Blue Chip Marketing & Communictions: Agency President & Creative Director: Stanton Kawer?Production Company: BTFilms: Director/DP: Erick Bergstrom, Executive Producer Nicole Taghert? Editorial: Machete Editor: Marty Bernstein? Transfer Company: Film & Tape Works?Audio Post Company: Bam! Studio, Mixer: David Reffen.
Related Keywords:BTFilms, Erick Bergstrom, Nicole Taghert
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