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Lost Planet Editor Geoff Hounsell Cuts New Spot For Hummer

Gives viewers a dizzying look at the adventures one can have in an H3 (April 29, 2005)

The newest spot for HUMMER, edited by Lost Planet's Geoff Hounsell, gives viewers a dizzying look at the adventures one can have in an H3.

The spot opens on a HUMMER climbing a steep hill in a dry, rough desert setting. What at first seems like a hill, however, is put in question when the camera makes an extreme tilt to the left. What follows is a dazzling display of camera movement - including pans, tilts, and dollies of all varieties. In the sequence, the camera moves from an upside down shot of the vehicle, to a revolving pan that wraps 180 degrees around the passengers, to various angular perspectives of the vehicle. In the finale, the camera moves inside the HUMMER, shoots up the sunroof into a flock of birds, and then quickly spins around showing the automobile from the birds' perspective. The motion graphics, "A NEW SPIN ON HUMMER," flash across the screen as the camera ascends high into the far reaches of the atmosphere. The visually compelling spot concludes with a rotating Earth and the tagline, "HUMMER. Like Nothing Else."

"This project was great fun to work on," comments Geoff Hounsell, Lost Planet Editor. "Daniel Levi is a brilliant director. He knew how to execute the shots and had terrific ideas. Daniel and the Modernista! team all went into the project on the same page and it really made the whole process click."

Many of the elements such as flipping the people upside down were done in-camera during the shoot while The Mill handled the rest of the effects, clean-up and 3D in post. The time-slice shots were filmed in a different location. The people were shot against greenscreen and the various backgrounds and locations seen through the windshield and windows were shot separately.

"We were given a good number of different time-slice options to choose from," concludes Hounsell. "Everyone knew what outcome they wanted and they planned the plate shoots extensively. Daniel [Levi] and the agency team were in sync from the get-go and it translates into the final product. This spot really provides a nice look at the H3."

Client: General Motors / HUMMER
Spot Title/Airdate: "Vertigo" :30/April 25, 2005

Ad Agency: Modernista!/Boston, MA
Executive Creative Directors: Lance Jensen and Gary Koepke
Creative Directors: Will Uronis and Shane Hutton
Art Director: Will Uronis
Copywriter: Shane Hutton
Producer: Eric Voegele
Junior Art Director: Bryan Rowles
Junior Copywriter: Kevin Tenglin

Production Company: Smuggler/Beverly Hills, CA
Director: Daniel Levi
DP: Glynn Speeckaert
Executive Producers: Brian Carmody, Patrick Milling Smith
Producer: John Benet

Where Shot: Universal Studios + Tejon Ranch/Universal City & Lebec, CA

Editorial Company: Lost Planet/New York, NY
Editor: Geoff Hounsell
Assistant Editor: Bruce Herman
Executive Producer: Betsy Beale
Producer: Jean Lane

VFX & Postproduction Company: The Mill/New York, NY
VFX Artist/Online Editor: Angus Kneale
Colorist: Fergus McCall Producer: Melanie Wickham

Music: "Swamp" by Midwest Product from the "World Series of Love" album
Label: Ghostly International

Audio Post Company: Sound Lounge/New York, NY
Mixer: Phillip Loeb

Lost Planet is located at 113 Spring Street 4th Floor, New York, NY 10012. Telephone: 212.226.5678. Facsimile: 212.431.9450 and 2515 Main Street, Santa Monica, CA 90405 Telephone: 310.396.7272. Facsimile: 310.450.8696.

For more information visit


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Related Keywords:Lost Planet, Geoff Hounsell, Hummer, Daniel Levi, Modernista, The Mill, Angus Kneale,

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