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Crash & Sues Revs Creative Engines For Buell MotorcyclesReunited with Laughlin Constable on a music video, ?Do It Again? (August 25, 2004)
They did it again. After successfully teaming with Buell Motorcycles last year on the visually-compelling spot ?Mine, Crash & Sues reunited with the company and its ad agency, Laughlin Constable/Chicago, on a fast-paced music video, ?Do It Again.
The 1:17 music video, cut to Psykoheds hard-driving ?Do It Again, spotlights two bikers who engage in a stunt-riding competition in the alley of a gritty urban warehouse as onlookers cheer them on. Crash & Sues provided turnkey services for the project, rounding up director/DP Mark Dektor of Dektor Film, Hollywood to shoot the 35mm production and tapping Crash & Sues telecine, creative editorial, finishing and mixing capabilities plus sound design by sister company Echo Boys.
The music video is designed to be part of a CD-ROM promotion targeted to Buell dealerships and prospective customers; bonus material will include additional entertainment segments, informational features and an interview with company founder and chief engineer Erik Buell.
?The CD-ROM is a great marketing tool for Buell, says Jeff Walker, creative director at Laughlin Constable/Chicago. ?Motorcycling is a visceral sport that doesnt necessarily translate into a two-dimensional brochure or print ad. The CD-ROM is a great way to bring more of the Buell experience to riders. Music and motorcycles will always be a good match.
The music video, shot in downtown LA with members of Team Extreem, opens with revving engines and smoking tires as two bikers prepare for intricate, well-choreographed combat. They proceed to ride wheelies, perform endos, ride no-handed, do front-tire spins and drag their legs in a breathtaking competition featuring no digital visual effects. Their battle is intercut with shots of pumped up fans, an MC manning a turntable and lots of pretty onlookers. Of course, the winning biker gets the girl(s) at the end.
?Crash & Sues brought a ton of great ideas to the music video, Walker reports. ?In every aspect of this job they went all out to finish it at the highest level.
Crash & Sue editor Mike Turner was charged with keeping the energy high throughout the hyper-paced video. ?I cut it as if the guys were dueling, says Turner. ?Theyre trying to outdo each other. But apart from some speed ramps, the client wanted everything to be as natural as possible. We relied on cuts to tell the story, not effects.
Turner trimmed the three-minute Psykohed track and selected shots from Dektors extensive coverage that worked best rhythmically with the music. Collaborating with Dektor and Walker, he fine tuned the video on his Apple Final Cut Pro 4.1 editing system.
Using a C-Reality telecine and daVinci 2K Plus color correction system colorist Sue Lakso developed the edgy, contrasty look Dektor desired which is characterized by a warm rather sepia tone. She spent two-and-a-half days on the transfer meeting the challenge of matching up the look of 12 lab rolls of camera ends comprising different film stocks and emulsions.
Jake Parker and Greg Shultz provided the videos Discreet Flame/Inferno work. Derek Johnson conformed on Discreet Smoke, adding an MTV-style corner caption to the opening shot. Echo Boys Tom Lecher contributed sound design, and Crash & Sues mixer Bethany Lacktorin handled the audio post. At Dektor Film, Sven Shelgren was executive producer and Brad English producer. Phil Smith produced for Laughlin Constable/Chicago.
About Crash & Sues
Crash & Sues is a full-service postproduction boutique offering premier transfer, editing, visual effects, animation and finishing services. For further information contact Executive Producer Josh Malkin at 612.338-7947 or go to www.crash-sues.com.
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