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PROPELLER Puts ?Heart And Soul Into UFT Spots

Creates score for new United Federation Of Teachers spot (July 09, 2004)

PROPELLER creative director/composer Doug Hall captured the changing moods of ?Heart and Soul, from sober and thoughtful to upbeat and hopeful, for a new spot for the United Federation of Teachers (UFT) from Bynum Thompson Ryer/NY. The commercial depicts the current working conditions of New York City educators and offers a ?what if scenario of proposed improvements.

The commercial, one of several the agency creates annually for the UFT, is designed to muster public support for New York City teachers. Directed by This Is TVs Conrad Fink, the spot is narrated by real teacher Dawn Thompson who describes putting her heart and soul into teaching despite overcrowded classrooms, tough working conditions and low teacher salaries, which force one out of every three new teachers to leave the profession within two years. Then she says, ?imagine what we could do for our kids if classes were smaller, conditions were better and we paid teachers enough to attract and keep New Yorks brightest.

Hall met the challenge of underscoring the drama of the teachers plight in the first part of the commercial and smoothly transitioning to a more optimistic and uplifting finish. ?It was a matter of capturing the proper emotional tone for the different sections of the spot, he says. Hall played a sampled Bosendorfer grand piano and utilized a variety of tonal colors including a childrens choir to accentuate the hopeful feel of the spots concluding message.

?Dougs music from the beginning was wonderful; he heard what the client wanted in tone and mood, says Peter Bynum, creative director at Bynum Thompson Ryer. ?We had a complex approval process, and Doug rolled with the punches and did whatever it took to make the client happy. PROPELLER was amazingly accommodating, and the client was thrilled with the music.

?Heart and Soul is an example of the cooperative professional relationship enjoyed by four companies all located on the same floor of 62 West 45th Street. Fondly dubbed ?The Digital Kibbutz, the companies -- which include PROPELLER, This Is TV, Stolen Car editorial and JECO Music (which handled audio postproduction) -- acted as turnkey service providers, teaming on the production and finishing of the spot which had a rapid turnaround. Their ability to work collaboratively and quickly from concept to completion was a distinct advantage for the commercials tight schedule.

Client: United Federation of Teachers
Spot length/title: 1x :30, ?Heart and Soul
Air date: July 1, 2004

Agency: Bynum Thompson Ryer/NY
Creative Director: Peter Bynum 
Copywriter: Peter Bynum
Art Director: Conrad Fink

Production Co: This Is TV/NY
Director: Conrad Fink  
DP: Bob Lechterman
Executive Producer/Line Producer: Hal Goodtree

Where shot: Ceco Stage/NY

Editorial Co: Stolen Car/NY 
Editor: Tom Donahue  
OnLine Editor: Rob Hammer      
Executive Producer: Gus Reyes

Transfer: Moving Images/NY 
Colorist: Dino Regas

Composer: Doug Hall  
Executive Producer: Iris Schaffer

Audio Post: JECO Music/NY 
Mixer: Leigh Roberts


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Related Keywords:PROPELLER, UFT, United Federation Of Teachers, Doug Hall, Bynum Thompson Ryer, Conrad Fink, This Is TV, Dawn Thompson, Peter Bynum, Bynum Thompson Ryer, Stolen Car, JECO Music,


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