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STEELE Takes On TV News For Blue Cross

Studio?s witty graphics highlight new spot from RPA (November 22, 2004)

STEELE pokes fun at the sensationalism of local television news broadcasts in a new spot for Blue Cross of California. The studio provided design, motion graphics design, visual effects and final post services for the commercial, which promotes Blue Cross 24/7 telephone support. The spot was conceived by RPA as part of its ?Power of Blue campaign.

In the spot, a man watching TV is alarmed to find local news teams on every channel broadcasting alarmist teasers about food-borne illness. ?Something you might eat tonight could be your last. After looking warily at his refrigerator, the man dials Blue Cross for less hysterical advice. ?Are there any new food safety warnings I should know about? he asks.

STEELE contributed to the campaign by adding the talking head footage to the television screen along with the vivid graphics trumpeting the news bulletins. ?They are just slightly over the top graphics parodying the excesses of local news, said STEELE visual effects supervisor Jerry Steele. ?They are labled ?Action News Team, ?Newsmaker News and ?News Maker Exclusive.

STEELE completed the effect by adding reflections of the room to the glass of the television screen and the reflective glow of the television image to the man.

Jo Steele was senior executive producer and Brian Adler was executive producer for STEELE. Mark Goodman of Terminal edited the spot.

STEELE Inc. is located at 1437 Seventh Street, Santa Monica, CA 90401.

For more information, call (310) 656-7770 or visit

Commercial Credits

Title: Power of Blue
Length: :30
Client: Blue Cross
Artisans client: STEELE

Agency: RPA, Los Angeles. Larry Postaer, executive vice president/director of creative services; Joe Baratelli, senior vice president/creative director; David Smith, senior vice president/creative director; Gary Paticoff, senior vice president/executive producer; Todd Carey, vice president/associate creative director/copywriter; Curt Johnson, vice president/associate creative director/art director; Brian Donnelly, producer.

Production Company: Cohn + Co., Santa Monica, CA. Mark Raymon Bennett, director; John Stanier, director of photography; Tony Cunningham, executive producer; David Lasseron, line producer.

Location: Los Angeles locations.

Editing Company: Terminal, Santa Monica, CA. Mark Goodman, editor.

Music Company: HUM, Santa Monica, CA. Garron Chang, composer.

Post Facility: Company 3, Santa Monica, CA. Stefan Sonnenfeld, colorist.

Visual EFX Company: STEELE, Santa Monica, CA. Jerry Steele, visual effects supervisor/ Henry artist; Jo Steele, senior executive producer; Monique Eissing, Henry artist; Brian Adler, executive producer.

Audio Post House: Play, Santa Monica, CA. John Bolen, mixer; Pam Doyle, executive producer.

Sound Design Company: HUM, Santa Monica, CA. Marc Levisohn, sound designer.


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Related Keywords:STEELE, Blue Cross, RPA, motion graphics, visual effects, Jerry Steele, Brian Adler, Mark Goodman, Terminal, Larry Postaer, Joe Baratelli, Gary Paticoff, David Smith, Cohn + Co., Mark Raymon, John Stanier, HUM, Garron Chang, Company 3, Stefan Sonnenfeld, Jo Steele, Monique Eissing, Brian Adler, John Bolen, Pam Doyle, Marc Levisohn,


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