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Gasket and Hi-Wire Creates Unique Berkley Spot

Multiple points of view and even plunging the audience into the deep (January 18, 2006)

Unless you are a fishing enthusiast, the general perception of the sport is one of idealized relaxation. The new campaign for Berkley literally blows this laconic image out of the water, showcasing the high-energy intensity of fishing by using multiple points of view and even plunging the viewing audience into the deep.

To match this unique creative, HI-WIRE Colorist Oscar Oboza approached the spots with a bold hand, treating the footage with a style usually reserved for music videos. This was contrasted against the POV of the fish, which was handled with more naturalistic tones. HI-WIRE sister company GASKET was responsible for designing and animating the end motion graphics that hit home with the reality that gear matched with skill yields success, and capture the pinnacle moment of the catch and the wetness of the sport. To that end, GASKET's Greg Schultz designed a motion graphic treatment that features a ripple effect and hand-animated type corners that look as though they are soaking into water.

In each commercial, the excitement of snagging the big one is illustrated in a blow-by-blow pursuit and catch including the drama of snagged nets and the viewer as the fish that didn't get away. The conclusion in each case is successful because the participants are using Berkley gear. As one spot notes, fish rely on instinct whereas you can rely on tackle. And with Berkley you are In The Zone and will come away with a great catch.


Berkley was founded in Spirit Lake, Iowa in 1937. What began with young Berkley Bedell tying flies in his parent's basement has grown into one of the world's leading producers of technologically superior fishing gear. From the beginning, Berkley has committed significant resources to research and development - a continuing strategy that has resulted in countless product innovations, including Berkley Trilene, the Lightning Rod, PowerBait, and most recently, FireLine.

Spot Titles/Length:
"Battle/Head Start"
"Battle/Catch"
"Battle/Tackle"
"Battle/Zone"

Airdate:  January, 2006

Advertising Agency: Kerker
Creative Director: Chris Preston
Art Director: Peter Tressel
Copywriter: Terry Thomas
Producer: Anne Swarts

Production Company: VooDoo Films
Director: Eric Young
DP: Pat Hall
Executive Producer: Kirk Hokanson

Editorial/Finishing Company: Fischer Edit
Editor: Brian Slater
On-Line Editor: Jay Holgate

Film Transfer Company: Hi-Wire
Colorist:  Oscar Oboza
Assistant Colorist:  JP McIntosh
Managing Producer:  Tammy Kimbler Weber

Design & Animation Company:  Gasket
Designer/Animator: Greg Shultz

Audio Postproduction: Echo Boys
Sound Designer: Tom Lecher
Mixer: Bethany Lacktorin


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Related Keywords:HI-WIRE, Colorist Oscar Oboza, POV of the fish, naturalistic tones, GASKET, motion graphics,

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