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HI-WIRE And BWN Team On New Twins Campaign

Humpty Dumpty and FBI add humor to Wall and Lawbreaker spots. (June 02, 2004)

Postproduction company HI-WIRE and audio post house BWN have completed a campaign for the Minnesota Twins, which uses humor to spark enthusiasm for the already-popular team. Both HI-WIRE and BWN have contributed to Twins spots in the past, via agency Hunt Adkins, and the company members are all avid Twins fans.

In ?Wall the voiceover comments on both the action and the outfield wall. ?Well lookie here, he says. ?A wall. A boundary. Something to keep us in our place. As he speaks, the wall changes into various barriers including a brick wall with Humpty Dumpty perched on it. ?A wall is the only thing keeping me from frolicking in my neighbors petunias. You know where they keep division titles, dont ya? The other side of the wall right here. Just then we see the outfielder catch the ball. In ?Lawbreaker the announcer comments that the pitcher is breaking rules specifically the laws of physics. As he is speaking we see that the FBI are observing his every move, including the winning pitches he is doling out to his opponents. Its not a crime, although the opposing team might think so.

?Steve (creative director, Hunt Adkins) wanted a more dramatic look to the game footage than the past campaigns, noted colorist Oscar Oboza. ?There was a photo we found of a baseball player completing a swing with a very dramatic sky. Trying to translate that look onto beta SP footage posed a challenge, mainly because of the resolution from that format. In the end, we managed to achieve the look with the help of da Vinci 2K, darkening areas with Power Windows, and using its mighty secondary color-correction tools to isolate colors, specifically the green turf at the Metrodome.

Tony Mills, HI-WIREs fire artist adds, "We departed a little from the wacky treatment of seasons past with a more heroic rendering of our highlighted Twins players. In ?Wall we made the outfield wall the nemesis. The color correction was "contrasty" and moody. Even though Humpty Dumpty is in there, it still has a tension that leads to yet another of his amazing over-the-wall catches. For ?Lawbreaker I did a lot of ball rotoscoping/replacement/misdirection to create impossible pitches. We used still stock photos to sell the surveillance aspect of the "authorities" being concerned with his throwing breaking the laws of physics. It was another fun and rewarding collaboration with agency Hunt-Adkins!"

For BWN Sound Designer and Mixer Carl White, the collaboration was all about upping the humor via audio: "The Twins spots have a tone to their spots that involves poking fun at themselves. In the case of ?Lawbreaker, it needed some sonic payoff because continuously swishing baseball noises don't really do a whole lot. In the Lawbreaker spot, the payoff moment was obvious: Dude swings and absurdly misses. That's funny enough. But, the little "swish" noise as the ultimate sonic payoff seemed underwhelming. Suddenly, it dawned on me that the PLAYER who misses could be funnier than the ball. One grunt later, we were all laughing!

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Client: Minnesota Twins

Spot Titles: ?Wall :30, ?Lawbreaker :30

Airdate: April 2004

Agency: Hunt Adkins/Minneapolis, Minnesota
Agency Producer: Jen Kreilich
Art Director: Steve Mitchell
Copywriter: Doug Adkins

Game footage obtained from the Twins

Editorial/Postproduction/Visual Effects: HI-WIRE/Minneapolis, Minnesota
Editor: Tony Mills
Colorist: Oscar Oboza
Fire Artist: Tony Mills
Fire Assistant: Curt Ash
Managing Producer: Tammy Kimbler Weber

Sound Design & Audio Post: BWN/Minneapolis, Minnesota
Sound Designer/Mixer: Carl White

Page: 1

Related Keywords:HI-WIRE, BWN, Minnesota Twins, Hunt Adkins, Oscar Oboza, da Vinci 2K, Power Windows, Tony Mills, Carl White, Jen Kreilich, Steve Mitchell, Doug Adkins, Curt Ash, Tammy Kimbler Weber,


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