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HomeNYC Gives ?Golf Gods Colorful Style for IZOD

Phillips-Van Heusen and HomeNYC collaborate on theatrical spot and corporate spot (June 22, 2005)

HomeNYC and PVH extend IZOD golf brand's vision of color  in new spots

HomeNYC and PVH extend IZOD golf brand's vision of color in new spots

Phillips-Van Heusen (PVH) and commercial design and production studio HomeNYC recently collaborated, designed and produced a :30 theatrical spot, as well as a 2:00 corporate piece, titled ?Golf Gods, to assist in branding IZOD and its golf line of clothing. Mike Kelly, Senior Vice President of Marketing for PVH, established a conceptual benchmark by having HomeNYC extend the IZOD golf brand's vision of the power of color through a broadcast medium. Home NYC saw the project through from start to finish, including photography and editorial, visual effects and sound design.

"With IZOD, PVH is taking a slightly different approach with the marketing of the brand, said Kelly, ?acting in many areas as its own agency. HomeNYC understands IZOD and adds value and depth to the conceptualization and execution of the brand image in a broadcast medium."

The theatrical spot was created for release in 49 markets and is scheduled for an estimated half-million showings. Both spots were designed and directed by HomeNYC Creative Director Ben Orisich. The all-HD shoot took place at the ocean-side El Dorado golf course in Cabo San Lucas, Mexico, lasting from sunup to sundown over a period of four days. The idea, according to Orisich, was to capture the 24/7 atmosphere surrounding a truly passionate IZOD golfer as he practices the same swing again and again. The bright colors of the IZOD shirts were harmonized with the environment as they change color throughout the day.

?IZOD was focusing simultaneously on their still shoot, said Orisich, ?and we were given the freedom to create our spot in concert. We shot a lot of time-lapse every day using two Nikon SLR digital still cameras to capture the different angles and changing atmosphere and employed two Panasonic Varicam rigs shooting largely at 60 fps for the live action. We captured one singularly awesome sunrise that worked fantastically for the changing sky sequences.

?We wanted to create a surreal, but realistic, moment where the golfer achieves the ultimate dream?a hole-in-one, said HomeNYC Senior Creative Editor Mark Tyler. ?We knew that after Tiger Woods chipped in at the Masters we had to have this scene-- but it required the help of some visual effects to get it just right.

More than 20 takes with the Steady Cam were needed to get the right look of the ball tracking towards the hole before dramatically dropping in the hole. Tyler composited in the flag off of which the ball lightly bounces before falling in. Orisich rotoscoped all the sky sequences as well as the IZOD shirts.

Tyler cut the spot offline in NTSC and then conformed it in HD using Smoke. Compositing and color correction was done in Flame and Smoke. Tyler collaborated on the 5.1 sound design for theatrical release with Audio Engine mixer Rex Recker.

Phillips-Van Heusen
Mike Kelly, Senior Vice President of Marketing

Director/Designer/Flame Artist: Ben Orisich
Senior Creative Editor/Smoke Artist: Mark Tyler
Producer: Zdenka Glavan
Graphics/Animation Artist: Alexander Cama

Audio Engine
Sound Designer/Mixer: Rex Recker
Exec. Producer: Michael Porte

Night Train Films
Exec. Producer: Mike Alfiere
DP: Pete ?The Treat Konczal

For more information on Home NYC, please visit

For more images and a QuickTime please visit

Page: 1

Related Keywords:Phillips-Van Heusen, HomeNYC, IZOD, photography, editorial, visual effects, sound design, Nikon, Panasonic, Varicam, Compositing, color correction, Audio Engine,

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