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FINAL CUT S AKIKO IWAKAWA HELPS MCGARRYBOWEN & JANUSZ KAMINSKI CREATE A MAJESTIC NFL MIGRATION IN REEBOK SPOT

(August 20, 2008)

DMN Newswire--2008-8-20--NFL's great players answer the call of nature in a cinematic spot for Reebok via ad agency mcgarrybowen. Final Cut Editor Akiko Iwakawa collaborated with Director/DP Janusz Kaminski of Independent Media to create the poetic tone and stunning visuals of "Migration."

The spot features New York Giants Quarterback Eli Manning, his brother and Quarterback of the Indianapolis Colts, Peyton, and 20 other pro football players enjoying their off-season activities. One by one, they heed a seemingly invisible call, abandoning their of fishing trips, swimming pools and lawns to walk through deserts, across bridges and along train tracks in a migratory V-formation to reach their training camps.

To view "Migration," please go to http://finalcut.postspots.com/direct.php?j=18caba8cfd2c4c0469a0c83a9768c039


From an editorial standpoint, the spot had to evoke a sense of yearning and mysticism.

"There's a splendor to a migration," explains Akiko Iwakawa, "which prompts you to take action. Janusz captured the film beautifully, using majestic and romantic lighting, and a saturated and contrasted look. He wanted the spot to be artistic and emotional. For me, it was about finding the balance between grandiose strong footage and poetic expression."

To elicit the emotion and romanticism of the migration concept from the footage, Iwakawa played on select moments ? from the abstract opening to the quick foreshadowing to the migratory formations. This was enhanced by the original track, "Train Song," by Vashti Bunyan in which she wistfully sings about seeing someone again after a long absence. Iwakawa also handled the abstract and hyper-real sound design, highlighting selective elements such as silence and hollow wind, to bring out the music.

"My edits were more impressionistic than logical," concludes Iwakawa. "Janusz's footage spoke volumes, and I was so inspired by the concept. I let the moments flow with the slow motion, which makes the narrative grander and grander. The song was such a surprising complement to the footage with muscular athletes set against her folksy voice. It really pulled it back in a real way and made it more lyrical. I loved every aspect of this project ? gorgeous imagery, a great director, and the sensibilities of the creatives."

Agency: mcgarrybowen
Creative Directors: Eric Segal & Lars Jorgensen
Art Director: Andrew Conklin
Copywriter: Justin Kaswan
Executive Producer: Katya Bankowsky

Production Company: Independent Media, Inc.
Director/DP: Janusz Kaminski
Executive Producer: Susanne Preissler
Head of Production: Leslie Evers
Line Producer: Lindsay Skutch

Editorial: Final Cut NY
Editor: Akiko Iwakawa
Assistant Editor: Greg Flick
Executive Producer: Rana Martin
Producer: Summer Raymond

Color Correction: Company 3 LA
Colorist: Stefan Sonnenfeld
Producer: Missy Papageorge

VFX/Flame: Absolute NY
Lead Flame: Nathan Kate
Flame:  Dirk Greene and Daniel Morris
VFX Producer: Nirad "Bugs" Russell

Music: "Train Song" by Vashti Bunyan

Audio Post Company: Sound Lounge NY
Mixer of :60 spot: Peter Holcomb
Mixer of :30 spot: Tom Jucarone
Audio Producer: Lauren Bentley

www.finalcut-edit.com

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Related Keywords:Final Cut, Reebok

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