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Mad Mad Judy Creates ?Anticipation for British Airways

Editor Steve Hamilton cuts spots for British Airways Business Class (June 06, 2005)

In the new commercial, "Anticipation," for British Airways Business Class, every need is taken care of - without having to ask. M&C Saatchi/New York and Untitled Director Graeme Joyce turned to Mad Mad Judy Steve Hamilton to bring this stylishly subtle spot to life.

To view "Anticipation," go to www.madmadjudy.com/british

In this stylish new spot, a businessman collapses with exhaustion into his office chair. A magazine appears on his lap and he pulls out his glasses to peruse it. His page turn wipes the frame to reveal a glass of champagne now rests on his side table. He removes his glasses to clean them on his tie, while a box of lens tissue rotates into view on the table attached to his chair. He leans back to find there's a pillow behind his head as the voice-over points out: "Every comfort you could ask for - without having to ask. Business class is different on British Airways." The spot concludes with our hero settling back further and further into his chair as he pulls his newly "appeared" blanket up under his chin and settles into a full flat bed for a good flight's sleep. The commercial ends with the British Airways logo.


"Upon first viewing the dailies," notes Editor Steve Hamilton of Mad Mad Judy," I thought this commercial needs to feel like a feather slowly circling to rest; An effortless decent into total comfort that feels as if it doesn't even contain an edit! At the end of the day we ended up with exactly that, a syrupy smooth trajectory where the editing and visual effects are so subtle as to be almost invisible. Graeme really did a great job capturing a very complicated transition from day to night, office to bedroom, all in 30 seconds and it was a pleasure to work with his material."


Client: British Airways
Airdate: May 26, 2005
Spot: "Anticipation"

Advertising Agency: M&C Saatchi/New York
Executive Creative Director: Brett Howlett
Creative Director: Paul Kamzelas
Art Director: Dan McCormack
Copywriter: Luke Boggins
Producer: Serena Harragin

Production Company: Untitled/Santa Monica, CA
Director: Graeme Joyce
DP: Pieter Vermeer
Executive Producer: Jim Evans
Producer: Ken Rosen

Where shot: Milk Gallery/New York

Editorial Company: Mad Mad Judy/New York
Editor: Steve Hamilton
Assistant Editors: Jeff Drury, Amy Khoshbin, Sam Zimman

Postproduction Company: Nice Shoes/New York
Colorist: Chris Ryan
Online Editor: Amber Wilson

Visual Effects Company: Guava/New York
Flame Artist: Amber Wilson

Audio Post Company: Sound Lounge/New York
Mixer: Glen Landrum

Music Production Company: Human/New York


About Mad Mad Judy & Editor/Sound Designer Steve Hamilton:
Editor, artist, and sound designer Steve Hamilton started Mad Mad Judy in 1999. He created the boutique post-production house to balance his work with high-profile commercial clients with his art and film projects that push the boundaries of emerging digital technologies, as well as push buttons socially and artistically. Mad Mad Judy, located in West SoHo, NY sports its trademark bright green floor, breathtaking Manhattan view, and outdoor terrace to accommodate and inspire creativity.

Recent projects for Mad Mad Judy include director Hal Hartley's newest feature film, "The Girl From Monday," which made its debut at the 2005 Sundance Film Festival and then screened at Moma as part of the Premieres series, celebrating the re-opening of the museum. The film just had a theatrical release in the U.S. and will soon be distributed by The Possible Films Collection, a new company recently founded by Hartley and Hamilton, and which just had its first theatrical release with Director Richard Sylvarnes' "The Cloud of the Unknowing" at the Pioneer Theater in New York last fall. PFC has also released a DVD compilation of Hartley's short films entitled "Possible Films--Short Works by Hal Hartley 1994-2004." The company is currently distributing the CD "Possible Music - From the Films (ETC) Of Hal Hartley" and "The Girl From Monday" soundtrack. Mad Mad Judy and Steve Hamilton have also recently made contributions to major museum installations from Pierre Huyghe and Matthew Barney, and Steve had a solo exhibition of his own artwork at The Triangle Project Space in San Antonio, Texas. He recently performed live sound design for choreographer Cathy Weis' new theater project "Electric Haiku: Calm As Custard."

On the commercial front, Mad Mad Judy's Steve Hamilton edited a recent Dunkin Donuts campaign via Hill Holiday, which garnered a prestigious Hatch Award by The Ad Club of New England. Hamilton was also instilled with a complex editing challenge for Oreo's via FCB/New York where he sifted through a decade's worth of archival footage to "celebrate the union of Oreo cookies and milk," culminating in a 30-second spot and three 15-second pieces. Other new commercial projects include spots for Volvo, Miller Beer, Aunt Jemimah and a half-hour, reality-show-inspired, branded entertainment piece for Optimum Digital Cable and production company @radical. Hamilton has just provided editorial and sound design for this British Airways commercial, as well as new campaigns for PriceWaterhouseCoopers and Harvard Pilgrim Health Care.

Mad Mad Judy is located at 180 Varick Street, New York, NY 10014.
t. 212.807.9111 f. 212.807.1119.

For more information visit www.madmadjudy.com.

 


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Related Keywords:Mad Mad Judy, Steve Hamilton, British Airways, M&C Saatchi, Graeme Joyce, editing, Nice Shoes,

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