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Encore Hollywood Gives Urban Spin to Scion Campaign
Encore Hollywood helped craft the image of the ultimate urban street machines in providing post services to San Francisco agency ATTIK for an ad campaign promoting Toyota’s Scion brand. The facility’s short-form team provided color correction, visual effects and finishing services for the package of three 30 second spots featuring the Scion xA, xB and tC. The commercials were co-directed by ATTIK's Global Creative Director and Co-Founder Simon Needham and Millennium Pictures’ Doug Taub.
The cars are definitely the stars of the spots as heavily edited shots of the distinctive vehicles play over a punchy, electronica track. “Our targets are young, urban males,” said ATTIK Director of Broadcast Production Rudy Hanks. “Most buyers of these cars have college degrees and above median incomes—and they typically love to customize their vehicles, to make them their own. We wanted to make the spots reflect their lifestyle.”
Encore Hollywood Colorist Laura Jans-Fazio helped to accomplish that goal by setting a strikingly crisp look that makes the sheet metal stand out. “The campaign includes both nighttime and daytime scenarios,” she said. “For the night scenes, we went for a look that was very dark, moody, and shiny metallic. It makes the cars pop out of the nightlife, inviting the viewer in. Our effects team blacked out the windows so that viewers wouldn’t be distracted by light reflections. The focus is on the car. The daytime spots look were created to evoke the same feeling of how cool it feels to be driving a Scion anywhere.”
Jans-Fazio transferred the film on a Spirit Datacine and used a Da Vinci 2K color corrector for the color effects. “We worked it until we got the cars just right, then we painted the backgrounds. It’s really beautiful,” she said. “ATTIK wanted a creative, distinctive look and I love that—it allows me to bring more color to the canvas.”
The spots were shot in Hollywood, but as they will run in markets across the United States, ATTIK wanted the environment to appear as if it could be any big city. That’s where Encore’s effects team pitched in, digitally erasing neon signage and anything else that might suggest a specific location. “It was intensive work,” said Encore Hollywood Visual Effects Executive Producer Barbara Marshall. “There was signage everywhere and camera movement in every shot. Because we wanted the environment to look clean, we couldn’t simply blur signs, we had to remove them.”
ATTIK was attracted to Encore through Needham’s long-standing relationship with Jans-Fazio. “They wanted Laura’s talent and style of color,” noted Encore Hollywood Director of Commercials and Music Videos Griffin Guess, “We were then able to step in and provide them with a solution to their visual effects and finishing needs as well.”
Encore Hollywood is located at 6344 Fountain Avenue, Hollywood, California 90028. For more information, call (323) 466-7663 or visit www.encorehollywood.com.
Title: Running Footage
Agency: ATTIK, San Francisco. Simon Needham, creative director; Rudy Hanks, director of broadcast production.
Production Company: Millennium Pictures, Santa Monica, CA. Simon Needham and Doug Taub, directors.
Music Company: Face the Music, Santa Monica, CA.
Post Facility: Encore Hollywood. Laura Jans-Fazio, colorist; Dan Aguilar, on-line editor.
Visual EFX Company: Encore Hollywood. Barbara Marshall, executive producer; Johnny Wilson, Jamie Fortune-Lavin, Michael Roderick and Chris Kuljan, artists.
Related Keywords:Encore Hollywood, ATTIK,
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