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Shooters Post & Transfer Helps 'Focus On The Negative'
When is being a negative person a positive thing? When it comes to being HIV-free. That's the message of "Focus On The Negative" (www.focusonthenegative.com), a new public awareness campaign for the AIDS Research Center in Wisconsin (ACRW) that includes strategic graphics and color finishing from graphic artist Kris Magyarits and colorist Janet Falcon, of Philadelphia's Shooters Post & Transfer. The campaign is airing regionally throughout Wisconsin.
The brainchild of Rich Kohnke, creative director at Milwaukee-based agency Kohnke Hanneken, "Focus On The Negative" vigorously encourages young adults to have their HIV status tested through a series of print, billboard, public transit and television advertisements. Along with Shooters Post & Transfer, the television spots benefited from the directorial talents of The Odiorne Brothers of Haverford, PA-based Phasmatrope Studios.
"I met Jeff when we were both judging an ad show in Vancouver," explains Kohnke. "When the ACRW project came up, it seemed like a great chance to work together. Jeff and Peter put together a great team and introduced me to Shooters. It was a very interesting dynamic and a great professional experience."
Both spots definitely promise to grab viewer attention. In one, a shapely young woman is seen from across a bedroom. Shot in slow motion and only from the shoulders down, the woman wears nothing but some flimsy red lingerie, the top of which she quickly discards. No doubt to the disappointment of many watching, however, much of her seductive unveiling is strategically obscured by a horizontal white bar. As she moves slowly towards the camera, the words "Focus On The Negative" appear within the bar. "I had the unfortunate task of tracking that bar over the woman as she walked across the room," Magyarits joked. "It took me about a week using Adobe After Effects to conceal her with the campaign message. It went against my instincts, of course, but it was all for a good cause."
The second spot reveals a more conventionally dressed young man walking through a bus, this time towards a vertical white bar. Literally taking his destiny into his own hands, the man uses his hands to turn the bar on its side and reduces its length, creating the same horizontal bar and message seen in the first ad. Magyarits again used After Effects to track and manipulate the bar, while colorist Falcon performed the film transfer and color finishing on both spots.
"After consulting closely with the Andy Lilien the DP, we went for a low-color, high-contrast look on both spots," says Falcon. "Both spots were shot using 35 mm film, and Andy wanted a monochromatic look that would cause viewers to focus on the young woman's red lingerie and the man's orange shirt. To do that, I used the Colorist Toolbox on the Spirit Datacine to create a strong highlight effect for a blown-out, clean look on the whites. I came up with three or four different looks for them to choose from. From there I worked closely with Kris to make sure all the positioning would work with his graphics."
"Janet was just awesome," adds Kohnke. "I worked closely with the DP to get the sort of bleeding effect we were after, and Janet ran through three or four great passes for me to choose from. She was fantastic to work with, and she came up with a tremendous look. The cool thing about working with Shooters was that they not only provided a product that was second-to-none, they were also incredibly efficient and cost-conscious. Even on a minimal budget, the Shooters team put a lot of time and effort into this project."
About Shooters Post & Transfer
Shooters Post & Transfer blends talent, technology, and customer service to provide a superior level of quality and creativity. Shooters' client base consists of ad agencies, production companies, filmmakers, television and cable networks, political consultants, PR firms, and corporations. The company is located in Historic Old City Philadelphia. Shooters supports all available high definition (HD) formats. Capabilities include film transfer with data and HD output, HD color correction with Defocus and Toolbox, five fire (HD) suites, CGI and graphic design, flame, four non-linear offline suites, two digital HD surround sound audio suites, audio recording studio, film HD and video crews and studio.
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