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Nice Shoes Posts Intl TV & Cinema Campaign for Reebok

Jay-Z, 50-Cent, Allen Iverson Featured in Dramatic Spots

Nice Shoes provided complete HD post production services for a new global ad campaign for Reebok, featuring Jay-Z, 50 Cent and Allen Iverson. The studio handled telecine, visual effects and compositing for the ambitious package which includes cinema and television spots breaking this month in New York, Los Angeles, Chicago, Paris, London, Tokyo and other target cities.

Conceived by New York agency mcgarrybowen, the campaign employs the tagline I Am What I Am and encourages young people to embrace their individuality by celebrating contemporary heroes. The Jay-Z spot features the rap superstar being fitted for a suit in a traditional, upscale tailors shop. Jay-Z talks of his life and celebrity and asks the tailor, and older English gentleman, if he has ever purchased one of his albums.

In keeping with the campaigns theme of authenticity, Nice Shoes Colorist Lez Rudge collaborated agency creative directors Warren Eakins and Randy Van Kleeck in sculpting a look that is palpably real. ?Jake simply wanted it to look cool and we experimented with a variety of looks, said Rudge. ?We wanted the look to be slick, but simplistic. We didnt want to push anything too far, to do anything crazy that would make the color correction distraction. We settled on a glossy filmic look the fit the concept of the package.


Rudge noted that certain scenes were shot with natural light. ?The pool hall scene with Allen Iverson was shot without any artificial lighting, he observed. ?And we wanted to keep it crunchy, with all the shadows. It invested the scene with a lot of drama.

Inferno artist Rich Shreck performed finishing work, preparing HD and NTSC versions of each spot. Shreck also prepared versions of the spots for use in various European and Asian markets.

More information on Nice Shoes may be found at www.niceshoes.com

Commercial Credits

Title:                             AI, JZ, 50

Length:                         :30, :60

Client:                           Reebok

Artisans client:              Nice Shoes

Agency: mcgarrybowen, New York.  Warren Eakins, Randy Van Kleek, creative director; Warren Eakins, art director; Randy Van Kleek, copywriter; Katya Bankowsky, executive producer.    

Production Company:  RSA, Los Angeles.  Jake Scott, director.

Editing Company: Company X, New York.  Adam Schwartz, editor.

Music Company: Aftermath, Los Angeles.

Post Facility: Nice Shoes, New York.  Lez Rudge, colorist; Rich Schreck, online editor; Pat Portela, exec. producer.       

Audio Post House: Soundtrack, New York.  Bill Bookheim, Tony Volant, mixers. 


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Related Keywords:Nice Shoes, mcgarrybowen, I Am What I Am

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