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Crash & Sue’s Helps Parisian Shoes Stage An ExtravaganzaProvides full roster of visual EFX, editing and color correction services for their dazzling spot (July 07, 2005)
Crash & Sue's Helps Parisian Shoes Stage An Extravaganza
“Let’s Talk,” a 30-second commercial directed by David Orr of The Story Companies, opens with lush red curtains parting to reveal a tiered, wedding cake-like structure sitting center stage. It’s flanked by huge silver ramps of stairs where a stunning array of shapely high-heeled sandals and sexy slides are perched. Spotlights illuminate the stairs and cameras zoom and spin around the stylish footwear while overhead shots provide dazzling multi-image kaleidoscope effects. “Let’s talk about why women make such a big production about shoes,” says the voice over, accompanied by a jazzy swing track. “Well, come on, isn’t it obvious?” the voiceover continues. “Equally obvious is the fact that no one makes a bigger production than Parisian.” The spot ends with the silver ramps swinging together and meeting at the bottom as the red curtains fall.
“Most of the effects -- the curtains, the cake-like carrousel -- were practical sets David shot in the studio,” notes Greg Chamberlain who cut the spot. “But only one stair ramp was built, so we mirrored it in post to get two sides which come together.”
Chamberlain experimented with shots of different styles of shoes from various designers, mixing the looks and increasing the speed by as much as 3,000 percent on some shots, until he matched the rhythms of the pre-score. “The agency was very open to everything we wanted to try,” he notes.
Chamberlain edited “Let’s Talk” on an Apple Final Cut Pro system using Apple’s new Motion program for its flexibility and capabilities which he used to craft placeholder kaleidoscope effects.
Colorist Sue Lakso transferred the selects with bright, rich colors and handed them off to editor Derek Johnson who performed the online in Discreet Smoke where he used the Sapphire spark for the final kaleidoscope effects. He also created the mirror-image stair ramp in Smoke, crafted
supers for the names of the shoe designers and choreographed their interaction with the complex visual effects, and devised the spot’s opening and closing titles. Jake Parker tracked the supers on the stairs in Discreet Flame.
Crash & Sue’s mixer Bethany Lacktorin performed the final audio post with music mix and voice over.
For QuickTime and Images, please go to: http://www.crash-sues.com/CP/Csshoes/shoes.html.
About Crash & Sue’s
Crash & Sue’s is a full-service postproduction boutique offering premier transfer, editing, visual effects, animation, finishing and audio services. For further information contact Heidi Habben at 612.338-7947 or go to crash-sues.com.
Product: Parisian Shoes
Title/length: “Let’s Talk,” :30
Airdate: June 28th, 2005
Agency: Laughlin Constable/Milwaukee
Executive Creative Director: Steve Laughlin
Associate Creative Director/Senior Producer/Art Director: Carrie Nygren
Creative Director/Copywriter: Kirk Ruhnke
Vice President/Account Services: Andy Rychlik
Production Co: The Story Companies/Chicago
Director: David Orr
DP: Romeo Tirone
Executive Producer: Mark Androw
Line Producer: Debbie Val
Where shot: Essanay Studios/Chicago
Editorial Co: Crash & Sue’s/Minneapolis
Editor: Greg Chamberlain
Transfer: Crash & Sue’s/Minneapolis
Colorist: Sue Lakso
Online and EFX: Crash & Sue’s/Minneapolis
Editor: Derek Johnson
Flame artist: Jake Parker
Post Producer: Heidi Habben
Music: EarHole Studios/Chicago
Composers: Eric Lampert, Eric Sproull
Audio Post: Echo Boys/Minneapolis
Mixer: Bethany Lacktorin
Related Keywords:Crash & Sue’s, EFX, editing, color correction, Laughlin Constable, The Story Companies, Final Cut Pro, Sue Lakso, Derek Johnson,