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Cut + Run Sees Upside With California Lotto

Dan Swietlik edits new campaign for California Lottery via BBDO/West (August 31, 2004)

Cut + Runs Dan Swietlik recently edited a new campaign for California Lottery via BBDO/West. The campaign is about lifes activities contrasted for their upsides and downsides. The campaign consists of five spots, each centered on people suffering the consequences of taking chances with huge downsides. One depicts a man attempting to use the ?This is not a step on a ladder to gain some more height to screw in a light bulb. The voiceover reads ?Upside? Eight more inches. Downside? Full body cast. Another depicts a couple running out of gas when the husband refuses his wifes pleas to refuel on a deserted highway as coyotes howl in the distance. The voiceover reads ?Upside? Being right. Downside? Being eaten. In all the spots the voiceover continues, ?Why not take a chance where the upside is millions of dollars and the downside is only a buck? The tag reads: ?SuperLOTTO Plus. Big upside.

?The agency creatives -- Jim Lesser, Neil Levy, and Jason Roberts -- were excited about keeping these spots real and human since theyre about those forks-in-the-road that we all encounter every day, notes Editor Dan Swietlik. ?The goal, and also the challenge, was to keep things subtle and not let them slip over the top. Its easy to lose track of that after staring at the cuts, but the team stayed fresh and focused throughout the entire process.

About Cut + Run
Cut + Run started in 1997 with a mighty workforce of three. Today, the editorial company in one of the premier offline editing companies in the world. Utilizing a home base of London and Santa Monica, editors can work anywhere on commercial, music video and long format projects. For additional information, please visit the company website at

Airdate:  8/23/04
Client:  California Lottery

Spot titles: ?Milk :30, ?Ladder :30, ?Restaurant :30, ?Outlet :30, ?Gas :30

Production Company: Omaha Pictures/Santa Monica, CA
Director: Paul Gay
DP: Andrzej Sekula
Executive Producers: Eric Stern & Adam Bloom
Producer: Jason Kemp
Shot on location in Los Angeles, CA

Advertising Agency: BBDO West/San Francisco, CA
Creative Director: Jim Lesser
Executive Producer: Kate Lee
Producer: Chad Garber
Copywriter: Neil Levy
Art Director: Jason Roberts

Editorial Company: Cut + Run Editorial/Santa Monica, CA
Editor: Dan Swietlik
Assistant Editor: Joe Rounseville
Executive Producer: Jerry Sukys

Postproduction Credits:
Colorist: Bob Festa, R!ot/Santa Monica, CA
Online Editor: Mitch Gardiner, Cut & Run/Santa Monica, CA

Visual Effects: Cut + Run/Santa Monica, CA
Artist: Mitch Gardiner

Graphics: yU + Co/Santa Monica, CA
Creative Director: Garson Yu
Executive Producer: Carol Wong
Producer: Lane Jensen
Designer Synderela Pang
Animator: Maverick Velasco

Audio Post: Margarita Mix/Santa Monica, CA
Mixer: Jeff Levy

Music Production Company: Admusic/Santa Monica, CA
Executive Producer: Paul Schultz
Composer: Tony Morales
Producer: Paul Schultz

Sound Design Company: 740 Sound Design/Santa Monica, CA
Sound Designer: Eddie Kim
Exe. Producer/Creative Dir.: Scott Ganary
Asst. Producer: Dave Steinwedel


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Related Keywords:Cut + Run, Dan Swietlik, California Lottery, BBDO, Jim Lesser, Neil Levy, Jason Roberts, Omaha Pictures, Paul Gay, Joe Rounseville, Jerry Sukys, R!ot, Mitch Gardiner, yU + Co,

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