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Nice Shoes Works Up a Sweat for Old Spice

Nice Shoes employed its expertise in making women look fabulous in posting a new campaign for Old Spice out of Saatchi & Saatchi, New York. The studio provided telecine, via Grass Valleys revolutionary Specter FS (FilmStream) Virtual Datacine, beauty work and compositing services for a spot featuring a gorgeous woman dancing in a night club. As the camera lingers over the perspiration oozing down her midriff, graphics remind men that the sweat that looks good on her smells bad on them. It offers Old Spice High Endurance as the solution.

Colorist Lez Rudge used the Specter to craft a look with maximum guy appeal. ?We used the Specter and Da Vinci 2K to bring out the flesh tones. Its a very hot look, said Rudge. ?If we had gone cooler, it might have been more graphic, but less sexy. The spot is, after all, about sweat and skin. We wanted it to be really sexy.

Because the Specter allowed him to color the spot in cut order, Rudge was able to achieve consistency from shot to shot very quickly. ?With another system it might have taken six or seven hours to complete the spot, he said. ?We finished in two.


Visual Effects Artist and Editor Rich Shreck finished the spot on a Discreet Inferno platform. He also added the graphic elements that animate over the live action and performed touch ups to the image of the woman (and her sweat). Shreck accentuated the moisture on the womans skin and enhanced facial and body features so that each frame has the glossy perfection of a magazine cover photo.

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

Title:                             Dance

Length:                         :30     

Client:                           Old Spice

Artisans client:              Nice Shoes

Agency:                        Saatchi & Saatchi, New York.  Tony Granger, exec. creative director; Sarah Barclay, creative director; James Rothwell, art director; Shawn Gauthier, copywriter; Patrick Grandinetti, acct. exec.; Peter Ostella, producer.                      

Production Company:  Partizan, Los Angeles.  Chris Applebaum, director.                  

Editing Company:         Go Robot, New York.  Brian Durkin, editor.

Music Company:          X-ecutioners, New York.  Matt Stein, producer.

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

Visual EFX Company:  Nice Shoes, New York.  Rich Schreck, Inferno artist; Pat Portela, exec. producer.


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Related Keywords:Nice Shoes, Partizan, Chris Applebaum, Go Robot, Brian Durkin, X-ecutioners, New York Matt Stein, producer

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