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Passion For Art Drives First Spots For LA Museum

Zoic Studios & Groove Addicts help create lively, hip commercials (August 25, 2004)

One of Los Angeles premiere cultural centers, LACMA, the Los Angeles County Museum of Art, has recently transformed its brand identity to reflect the spirited environment offered at this unique art institution. A new commercial advertising campaign, created with the pro-bono contribution of leading visual effects house Zoic Studios (Buffy, Firefly, CSI: Miami) with music by Groove Addicts, is at the forefront of this presentation. The campaign is the first for LACMA and will air on Los Angeles cable stations, on the Sunset Blvd. jumbotron and in local theaters.

?This is an exciting step for the museum, and reflects both expression of the city and of LACMA, notes LACMA Creative Director Matthew Reichman. ?With new events, such as the overnight art parties, music, film and fine art shows, our goal is to extend our reach to an even larger audience and to define museum in terms that fits a contemporary city like Los Angeles.

The fun and slightly irreverent spots feature a couple riding around Los Angeles over to LACMA and into the museum itself, overjoyed and awed by what they see. The spot concludes with the museums new trademarked tagline: LACMA: Experience the World Through Art.

?From the very inception of the postproduction phase, we all wanted to create a cool fusion between an experimental short, a music video and a fast-paced commercial to represent a place we all enjoy, says Zoic Editor Dmitri Gueer.

Using Panasonics D5 built-in down-converter, Dmitri Gueer was able to digitize HD footage into the Avid Media Composer Adrenaline at the proper 4:3 aspect ratio on the fly, which, in return, made the editing process faster and easier to manage. Zoic generated most of the graphic elements using Photoshop 7 and After Effects 6.5, and then pre-comped those elements, along with the visual effects shots, on the Avid to provide a realistic view of how the end product would appear.

With this pre-vis approach, Zoic Producer Raoul Bolognini comments, ?Dmitris execution helped the client and the artists immensely in that everyone had an overall understanding of how to execute the creative directors vision, thus eliminating any time wasted on trial and error. In the end, we are all excited to contribute our time and efforts for LACMAs first-ever commercial.

"This project was a natural fit for Groove Addicts. The many canvasses on the walls of our facility attest to our love for art, so we welcomed the chance to work with a great organization like LACMA," notes Groove Addicts Executive Producer/Creative Director Dain Blair. "Thanks to the compelling creative on the spot, brought to us by LACMA producer Matthew Reichman, we had a lot to work with musically."

?Both Groove Addicts and Zoic Studios were incredibly generous, both in creative spirit and in the time and energy donated to this project, concludes Matthew Reichman. ?We couldnt have made the commercial without them, and we are thrilled with the result.

LACMA credits:

LACMA Lead Creative Director: Creative Director Matthew Reichman

Live-Action Directors/DPs: Gary Nardino & Zak Forrest

Visual Effects/Postproduction: Zoic Studios/Los Angeles, CA
Producer: Raoul Yorke Bolognini
Post Supervisor and Editor: Dmitri A. Gueer
Assistant Editor: An Dang
Lead Engineer: Saker Klippsten
Compositors: Patti Gannon, Rachel Keyete
After Effects: Blake Robertson, Anthony Sipsas

Music: Groove Addicts/Los Angeles, Calif.
Executive Producer: Dain Blair
Composer: Howard Pfeifer
Sound Designer: Robert Wear


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Related Keywords:Zoic Studios, Groove Addicts, LACMA, Los Angeles County Museum of Art, Matthew Reichman, Dmitri Gueer, Panasonic, D5, Avid, Media Composer Adrenaline, Photoshop, After Effects, Raoul Bolognini, Dain Blair, Howard Pfeifer, Robert Wear, Raoul Yorke Bolognini, An Dang, Saker Klippsten, Patti Gannon, Rachel Keyete, Anthony Sipsas, Zak Forrest,


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