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INTERspectacular Creates Series of "Feature" Films for VW.comNew York-based, award-winning concept & design studio enters burgeoning branded entertainment arena (January 12, 2006)
INTERspectacular Creates Series of "Feature Films" for VW.com
"Our goal at Arnold has always been to entertain and engage consumers with our advertising, which is why we chose to create the 120 feature films, with each film functioning as a metaphor for the car's unique features," says Ron Lawner, Chief Creative Officer for Arnold Worldwide. "For this project, we picked the most talented production houses in the world, like INTERspectacular. The end result on VW.com provides visitors with a colorful collection of films that range from stop animation to live action to cell animation."
This "branded-entertainment" assignment from Arnold for VW.com was totally unique, points out INTERspectacular Creative Directors Michael Uman and Luis Blanco. "Arnold provided very open creative parameters," explains Uman. "We could use any technique we wanted, but we couldn't show the car or the feature. So we were able to draw from a very broad palette - not just of ideas, but also techniques."
Perhaps a daunting task to some, but not for the creative team at INTERspectacular. This was a dream job. Because it guaranteed no limits for their imaginations, and no limits for their special brand of "Visual Humor."
"This project enabled us to reinforce the fact that INTERspectacular is not just a 'style shop,'" explains Blanco. "We have a multi-dimensional approach that really focuses on story. We came up with 8 strong stories, and then we had the joy, not the challenge, of telling those stories using a variety of different applications."
Once the concepts were presented to Arnold and approved, INTERspectacular executed the concepts. Veteran expert INTERspectacular Producer Greg Babiuk produced 8 short films, each using a different filmic approach. He invited the Creative Directors' use of live action, animation, collage, models, miniatures, etc. "I try never to tell a creative person what they can't do," comments Babiuk. "If they want to talk about using an aircraft carrier, I let them. And then wait to see where they come back to in the creative process."
For INTERspectacular's Uman, Blanco and Babiuk, not only do these 8 "feature" films for VW.com showcase what the company can do creatively. This branded entertainment project for Arnold also shows clearly that INTERspectacular's creativity and talent can be applied to a diverse range of clients and projects.
This past fall, INTERspectacular also wrote and directed a series of celebrity opens for the third season of PBS' "Art: 21 -- Art in the Twenty-First Century." Each 45-second open features a unique theme, and highlights a different celebrity, including David Alan Grier, Isabella Rosellini, Sam Waterston and Grant Hill. Four of INTERspectacular's animated pieces for Comedy Central ("Robogirl," "Alphonse and Orville," "Monster Munchies," and "Stumpy") were showcased at the prestigious Ottawa Animation Festival in September. Other projects completed this fall at INTERspectacular included a promotional campaign for Bill Maher 's comedy special for HBO, and a promotional spot for "Most Haunted" on The Travel Channel.
Currently, no project is too big or too small for INTERspectacular. The team is in the midst of translating their award-winning re-branding of Comedy Central to the cable network's new mobile programming to be viewed on cel phones and PDAs. They are simultaneously designing an environmental promotional piece for Banco Popular via Bravo/New York for the NASDAQ-branded super sign on the side of a skycraper in New York City's Times Square.
Co-Founders/Creative Directors Luis Blanco and Michael Uman launched New York-based concept and design boutique INTERspectacular in Fall of 2003 with the awarding of Comedy Central's original re-design project. In 2004/05, Comedy Central called on INTERspectacular once again to develop and grow the new look. Under Blanco and Uman's guidance, along with Executive Producer Greg Babiuk, completing a successful second year in business meant that INTERspectacular provided creative concepting, writing, directing, motion graphics, print design, music and character development for a diverse group of clients in the television network, cable net and advertising arenas. In fact, the company was recently chosen to be profiled by "Crain's New York Business" as an example of a 21st century company formed with a unique business model.
For more information visit www.INTERspectacular.com.
Related Keywords:INTERspectacular, VW.com, design studio, Curious Pictures, Arnold Worldwide,