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R!OT Provides Wall to Wall Post Services to Georgia Pacific

Post production services for a Georgia Pacific television spot (January 18, 2006)

R!OT recently provided complete post production services for a Georgia Pacific television spot that warns viewers about a growing menace that may be hidden within the very walls of their homes?mold. The studio performed creative editorial, original music composition, sound design, audio post production and editorial finishing for the spot, conceived by Charlotte agency Loeffler Ketchum Mountjoy.

Part of a new and innovative advertising initiative by Georgia Pacific to market construction products directly to consumers, the commercial has the feel of a Hollywood suspense film. Accompanied by an eerie soundtrack, the camera weaves through a vacant house whose walls are dotted with signs reading ?Stop feeding mold. The voice-over describes the properties of Georgia Pacifics Dens-Armor Plus paperless drywall which resists mold by eliminating its food source.

R!OT editor Michael Matassa helped to create a sense of danger lurking around every corner by cleverly mimicking the tense editorial style used in movie thrillers. ?There were a lot of ways that we could have interpreted this film, but what worked best was to maximize the sense of mystery and menace, Matassa said.

Composer Chris Basta further enhanced the dramatic atmosphere with his spine-tingling score. ?The eeriness rises as you travel deeper and deeper into the house, Basta said. ?We want people to feel as though something might jump out of the shadows at any moment.

In addition to creating the score, Basta also produced the sound design, recorded the voice-over and mixed the spot. ?There werent set frames to place the voice-over, we did that entirely by feel, Basta said. ?The sound design is subtle; primarily consisting of transitional elements that support the cuts from room to room.

The commercial is currently running in Atlanta, Minneapolis, Tampa, Fla., and Charlotte and Raleigh-Durham, N.C. Initial results, according to Loeffler Ketchum Mountjoy Creative Director Jim Mountjoy, have been nothing short of spectacular. In markets where the ad is airing, Georgia Pacific has experienced a 7-fold sales increase.  The number of home centers that have added the product has outstripped expectations and activity on Georgia Pacifics website has also spiked.

?To say the least Georgia Pacific is thrilled, said Mountjoy. ?I first tip my hat to them for the idea behind the product and next to R!OT for helping to make phase one of our campaign radically successful. We intend to dream and plan even bigger things.

The live action was produced by Synergy Films.

R!OT Atlanta is located in the Buckhead section of Atlanta. For information, contact Debbie Maddox at or by phone at  404-237-9977.

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