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FilmCore Gets In Shape with 24 Hour FitnessYou24 Features Andre Agassi (February 24, 2005)
FilmCore provided editorial services for a new package of spots for 24 Hour Fitness via Publicis & Hal Riney, including the first spot to feature the companys new spokesperson, Andre Agassi. Editors Connor T. McDonald and Tim Fender each cut two spots, as well as several variants of each, aimed at different segments of the consumer market. All of the spots employ the tag, ?You24.
The Agassi spot, cut by McDonald, has the tennis pro running in the desert where he encounters several post-retirement visions of himself. Agassi sees himself at a retirement ceremony, as a sports commentator and as a QVC pitch man for a grill shaped like a tennis racket. In each case, the imaginary Andre exchanges a wistful look with his real counterpart?who is not retired and ends his run by entering a 24 Hour Fitness Center.
For McDonald, the editorial challenge lay in giving the offbeat story just the right tone. ?The story is light, but we didnt want it to come off too comedic, he explained. ?The look exchanged by the Andres, to me, made the spot. It summed up why hes still competing and still working out.
Unique intercuts portrait like close-ups of 24 Hour Fitness members with images of them as children. To create the spot, Fender collected snapshots, home movies and videos from the talent cast in the spot and had them converted to digital video format. He then cut them with stock images of human cells, budding plants, animated x-rays and other images suggesting growth and development. ?The old photos add real emotion to the spot and humanize it in a way that is unusual in a commercial for a fitness center, said Fender. He added that the archival material is contrasted by the portrait shots, which have a distinctly contemporary look. ?They were shot in slow motion, and we enhanced the effect in post by adding stutter cuts, he noted.
The package also includes the spots Bedhead and T- Shirts. The former, cut by Fender, promotes 24 Hour Fitness always-open policy with a wry salute to those weary souls who crawl out from under the covers at ungodly hours for their morning workout. The latter, cut by McDonald, has 24 Fitness members dressed in t-shirts labeled with New Years resolutions such as ?lose baby weight and ?turn keg into 6 pack.
FilmCore Editorial San Francisco is located at 545 Sansome St., 7th Floor, San Francisco, CA 94111-2908. For more information, call (415) 392-6300.
Title: Andres Training Run, Unique, T-Shirts, Bedhead
Client: 24 Hour Fitness
Agency: Publicis & Hal Riney, San Francisco. Erin Alvo and Mark Sweeny, creative directors; Jenna Hall, copywriter; Suosdey Penn, art director; El Goco, producer; Sam Walsh, head of broadcast.
Production Company: HSI Productions, bicoastal. Adam Cameron, Simon Cole, directors; Mandy Walker, director of photography; Kerstin Emhoff, exec. producer; Suzanne Hargrove, producer.
Location: Las Vegas, Nevada.
Editing Company: FilmCore, San Francisco. Connor McDonald and Tim Fender, editors; Christa Lamperti and Nicki Winig, assistant editors; Jon Ettinger, executive producer; Tracy Coleman, producer.
Music Company: Mophonics, Venice, CA. Stephan Altman, Zach Corbell, Nico Mansy, Josh Brockhausen, composers; Shelley Altman, producer.
Post Facility: The Syndicate, Santa Monica, CA. Beau Leon, colorist.
Visual FX Company: FilmCore, San Francisco. Dave Berkhardt, Henry artist.
Audio Post House: One Union Recording, San Francisco. Vance Walden, engineer.
Sound Design Company: One Union Recording, San Francisco. Vance Walden, sound designer.
Related Keywords:FilmCore , Publicis & Hal Riney, You24, Andre Agassi