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Greybox Uses Virtual Collaboration On Spot Production

Used remote collaboration for production of Blue Cross/Blue Shield spots (June 11, 2004)

Greyboxs Scott Witthaus recently completed a series of spots for Anthem Blue Cross/Blue Shield that is emblematic of the kind of real-time, virtual collaboration possible in the commercial industry today.

The two spots, titled "Mom" and "Camping" take a comedic look at protecting ones offspring. In one spot, a mother cheers from the sidelines of a little league football game. Suddenly, she bolts onto the field cautioning the players to not harm her son during game play, much to the embarrassment of her son. The second spot features an overprotective Dad on a family camping trip. ?For all of the things you do to protect your kids, few are as simple as having Anthem Blue Cross/Blue Shield, explains the spots voiceover. To create these humorous spots, Big River Advertising tapped the talents of companies around the country but avoided a complex travel schedule.

"The workflow for the campaign was a true indicator where the post business is heading, explains Greybox Senior Editor and Postproduction Supervisor Scott Witthaus. ?These spots were directed in Los Angeles by John Adams of Form. The dailies were shipped back east to Greybox for my edit sessions and the film was shipped to VTA in Atlanta. Compressed QuickTime movies were sent for approvals and audio sound design via a secure FTP site. Once the picture was locked, our Spirit transfer session was booked at VTA and, using a near real-time QuickTime stream, we supervised the session from Greyboxs Avid suite here in Richmond, VA. The spots were finished back in Richmond at Thoughtstream Media on an Avid|DS. Geographic boundaries were eliminated and the agency was able to collaborate with the talent they wanted on each part of the job. I am convinced that the future of the post business will rely on this type of creative -- geographic independent collaboration with any individual system or city. Its a great time to be in this business!

?It was nice to be able to utilize various postproduction talents from around the country while realizing the constraints of today's shrinking advertising budgets, notes Big River Advertising Producer Dee Briggs. ?Once back from our West Coast shoot, our workflow was supervised by our creative team and approved by our client without having to miss dinner at home.

About Greybox
The development of creative editorial company Greybox stems from a focus on producing compelling and dynamic creative via a flexible structure that allows clients to work in the manner best suited for each project. The company features the talents of two dedicated editors, Scott Witthaus and Devin Bousquet, and also has relationships with various editorial companies throughout the country to be a base for projects in the burgeoning creative community of Richmond. Greybox features uncompressed Avid and Final Cut suites with After Effects, and has non-exclusive relationships with Rainmaker Studios and 804, offering a hybrid production/editorial/music structure to projects as requested.

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Spot Titles: ?Mom :30, ?Campaign :30
Airdate: June 2004
Agency: Big River Advertising/Richmond, VA
Creative Director: Terry Taylor
Exec. Producer: Dee Briggs
Copywriter: Scott Mackey
Art Director: Terry Taylor
Production Company: Form/Los Angeles
Director: John Adams
DP: Kris Kachinkas
Producer: Dawn Iacino
Shot on location in Los Angeles and Lake Castiac, CA
Editorial Company: Greybox/Richmond, VA
Editor: Scott Witthaus
Postproduction Credits:
Colorist: John Yancy @ VTA/Atlanta
Online Editor: Woody Sherman @ Thoughtstream Media/Richmond, VA
Sound Design and Audio Post Company: RainMaker Recording & Creative/Richmond, VA
Sound Designer/Mixer: Jeff McManus


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Related Keywords:Greybox, Blue Cross/Blue Shield, Scott Witthaus, John Adams, Form, VTA, Spirit transfer, Avid, Thoughtstream Media, Avid|DS, Dee Briggs, Big River Advertising,


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