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NORTHERN LIGHTS MICHAEL HOERNER CUTS CROSSOVER SPOTS FOR USA NETWORK AND "IN PLAIN SIGHT"(August 25, 2008)
DMN Newswire--2008-8-25--Northern Lights Editor Michael Hoerner recently teamed up with USA Network for a lighthearted campaign promoting its new dramatic series "In Plain Sight."
"These spots were an integral part of our campaign that resulted in a hugely successful launch for ?In Plain Sight;' the ratings were our highest for a new series launch since 2006," says Jason Holzman, VP/Brand Creative at USA Network.
In "Welcome," NYPD detective Robert Goren (Vincent D'Onofrio) of "Law & Order: Criminal Intent" gives USA's newest character, Mary Shannon, (Mary Mc Cormack) a warm welcome to the USA Network neighborhood. When the witness-protection mistress answers the door, a disheveled Goren nervously babbles before handing her a strawberry rhubarb pie, which he aptly identifies after taking a hound-dog whiff. An awkward exchange of words ensues before the detective staggers away, rambling about the 32-hour drive back to New York.
"Big Show" follows a similar theme with wrestler Big Show bestowing Mary Shannon with a folding chair on behalf of the WWE. After a strained silence, Big Show asks if he can use her bathroom to which she promptly responds, "No," before thanking him for the "welcome gift."
To view "Welcome" and "Big Show," please visit http://www.nlpedit.com/secure/
"Janine Evangelista's concepts really came to life with the characters," says Carla Sacks, producer for USA Network. "There were a lot of nuances in each of their takes and Hoerner was able to find the right balance to make very charming spots."
For Editor Michael Hoerner, the humor in the spot was all about timing and intimation in body language. By adding pauses and overlapping their words, Hoerner was able to create awkward chemistry between the characters in both spots. This editorial structure also enhanced the comical confusion between Goren and Shannon in "Welcome."
"When I watched the dailies for the first time, I knew exactly what I was going to do to complement the performances of the actors and make the spots the best they could be," concludes Hoerner. "For an editor it doesn't get much better than a comedy spot if you have good comedic timing, that is. This was definitely one of the most enjoyable projects I've worked on. The client was very open to all of my ideas, and in the end, very happy with the final cut."
Client: USA Network
Project Title: "Welcome" Crossover
Advertising Agency: USA In-House Creative
VP/Creative Director: Jason Holzman
Creative Director/Copywriter: Janine Evangelista
EVP, Marketing, Digital and Brand Strategy: Chris McCumber
Copywriter: Justin Russell
Producer: Carla Sacks
Director of Production: Sandra Schron
Production Company: Biscuit Filmworks/Los Angeles, CA
Director: Rick LeMoine
DP: Manuel Ruiz
Where shot: on location in New Jersey
Editorial Company: Northern Lights, NY
Editor: Michael Hoerner
Assistant Editors: Michael Novello & George Carty
Editorial Producer: Jackie Vendetti
Postproduction Facility: Northern Lights, NY
Smoker Artist: Christopher Harrison
Sound Design & Audio Post Company: Soundhound
Sound Designer/Mixer: Brian Rund
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Related Keywords:Northern Lights, Michael Hoerner