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FilmCore s Tiffany Burchard Shops for Laughs at Bloom

Editor Cuts New Comedic Campaign for (May 19, 2008)
DMN Newswire--2008-5-19--Exercising her talent for quirky storytelling, FilmCore s Tiffany Burchard has edited a new campaign for Bloom and Charlotte, North Carolina agency BooneOakley that positions the upscale market as having the answer to any problem a consumer might have "no matter how weird.

Burchard collaborated with Director Rick Lemoine and a team of agency creatives who share her off-kilter sense of humor. Each of the dozen 15-second spots features the same set up: a man or woman pushes a shopping cart through the market (without somehow seeming to walk) while describing some peculiar life calamity.

One woman laments that what happened in Vegas, didn t stay in Vegas, another woman confesses that her father told her she is not his favorite, although she is an only child. In each case a Bloom employee appears with an excessively cheery response offering one of the store s unique benefits, which include hand-made artisan bread, 20 minute upfront parking, lower, easier to reach shelves, 130 varieties of coffee, and custom cakes, as the solution to the shopper s woes.

The spots weren t scripted in the traditional sense. Rather the actors were given a series of lines to perform and given a wide berth to interpret them for comic effect. I spent a lot of time with the director going through the material to find stuff that worked as vignettes, recalled Burchard. We tended to pick the moments that were the funniest and the freakiest.

Burchard also fashioned a few :30s by linking several scenes that were thematically similar. There weren t any rules, she said. It was all about finding vignettes that worked together and fit the :30 second format.

The project is the latest in a series that Burchard has completed for BooneOakley. Last year, she cut a couple of campaigns for Carmax which exhibited a similarly winsome sense of humor.

FilmCore New York is located at 149 5th Avenue, 6th floor, New York, NY. For more information, call (212) 627-3100.

 FilmCore Editorial Santa Monica is located at 1222 6th Street, Santa Monica, CA 90401. For more information, call (310) 587-2400.

FilmCore Editorial San Francisco is located at 545 Sansome St., 7th Floor, San Francisco, CA  94111-2908.  For more information, call (415) 392-6300.



Client:                           Bloom, Salisbury, N.C.

Agency:                        BooneOakley, Charlotte, N.C. John Boone and David Oakley, creative directors; Matt Klug, art director; Keith Greenstein, copywriter; Craig Jelniker, producer.

Production/Post:           FilmCore, New York.  Rick Lemoine, director; Kristian Kachikis, director of photography; Holly Vega, executive producer; Scott Craig, line producer; Tiffany Burchard, editor; Andrew Linsk, executive producer (post); Susan Romweber, producer (post).

Animation:                    Stardust, New York. Alan Bibby, creative director; Julian Bevan, art director; Tim Ragan, animator; Mike Eastwood, executive producer; Ryan McRee, producer.

Music:                          Black Iris, New York. Matthew "Cornbread" Compton, composer/arranger; Daron Hollowell, executive producer.

Mix:                             Penny Lane Studios, New York. Joe Miuccio, engineer.

Telecine:                       Nice Shoes, New York. Chris Ryan, and Matt Rosenblum, colorist.

Online:                          Riot, New York. Tom McCullough, online editor.

Location:                      Bloom. Fort Mill, S.C.



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Related Keywords:FilmCore, Burchard, Bloom, BooneOakley, Lemoine


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