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Buzz Helps Toys R Us Capture the HolidaysIn a comedic package of spots for Y&R (January 18, 2006)
Buzz recently provided Toys R Us and its agency, Y&R/NY, with a one-stop approach to the online finishing and mixing of a package of spots illustrating that ?no one understands being a kid better than Toys R Us." The pool of approximately a dozen commercials features Toys R Us employees who are filled with childlike wonder and awe at holidays season.
The 30-second spot, ?Milk & Cookies, epitomizes the concept. In it, two Toys R Us workers hurriedly unlock the doors of their store and tear through the aisles past swinging doors to the warehouse. They suddenly stop and stare in amazement at a Christmas tree-shaped pile of toys -- Teddy bears, kid-size cars, dolls -- and notice an empty plate of cookies and empty glass of milk on top on top of a carton. Looks like Santa has paid them a visit!
But, suddenly a freight-deliveryman appears chomping on the last of the cookies and holding a clipboard. ?Somebody wanna sign for this? he asks nodding at the toys. The magical spell may have been broken but the voiceover points out that ?no one understands being a kid better than Toys R Us. Thats why, when it comes to the hottest toys for the holidays, well always have everything on your wish list.
Crew Cuts editor Jake Jacobsen brought the campaign to Buzz where editor Peter Flack conformed the spots on the Quantel Henry, working under the constraints of a tight turnaround. Flack used Henry to remove rigging on the stores doors, which fly open as the employees enter; Henrys full range of color-correction capabilities enabled him to tweak various passes and enhance the wondrousSanta-was-here look of the warehouse.
?Peter really saved one shot which transitions from the employees standing outside the store to them running through the store, says Jacobsen. ?The shot was transferred in two different passes, and Peter blended them together seamlessly.
Without missing a beat, engineer Michael Marinelli, in Buzzs adjacent Digidesign Pro Tools suite, recorded the voiceover, and he and Rob McIver mixed the campaign. They cleaned up the on-camera dialogue and added sound effects and music.
?The challenge was to maintain the consistency and quirkiness of all twelve spots in the campaign, says Marinelli. ?While each spot was different, they all had to retain the same feel and tone with the Toys R Us workers acting like children.
?I really love what I call ?the double Buzz -- mixing and editing at the same time, declares Crew Cuts Jacobsen. ?Clients seem to like that approach too. Often Ill mix in the morning and edit in the afternoon while were finishing the mix. And I have the flexibility to go back and forth
between the mix and conform rooms to make adjustments. Everything gets done in one day, and Ican move on to other things. I always have a good experience working with Buzz this way.
?Toys R Us was an especially large package, adds Marinelli. ?Jake, the agency and the client really benefited by having us all in one place for a fast and smooth finish.
Client: Toys R Us ?Milk & Cookies, 1x :30, 1x :15
Agency: Y&R/NY: Head of Production: Rich Rosenthal, Producer: Jeremy Fox, Exec. Creative Director: Michael Patti, Creative Director:Tommy Henvey, Copywriters: Tommy Henvey, Brian McDermott, Dave McMillan, Art Director: Chien Hwang
Production Company: Anonymous Content/NY: Director: David Kellog, DP: Bill Pope, Executive Producer: Andy Traines (Shot in LA, Stock Footage: None)
Editorial Company: Crew Cuts/NY: Editor: Jake Jacobsen, Assistant Editor: Ethan Mitchell, Executive Producer: Nancy Shames, Producer: Michelle Bellaff
Finishing House: Buzz/NY: Editor: Peter Flack
Audio Post Company: Buzz/NY: Mixers: Michael Marinelli, Rob McIver
Transfer Company: The Mill/NY: Colorist: Fergus McCall
Related Keywords:Buzz , Toys R Us , Capture the Holidays, Y&R/NY