Project Profile: Page (1) of 1 - 01/27/06 Email this story to a friend. email article Print this page (Article printing at MyDmn.com).print page facebook

Union Editorial Cuts Clorox "Machines"

Completed Via DDB San Francisco and Directed by Douglas Avery

Union Editorial's Nicholas Wayman-Harris has just wrapped editorial on "Machines," a new :30 TV spot for Clorox via DDB San Francisco and directed by Douglas Avery. The spot employs clever use of a quick-cut editorial style to portray an overview of laundry through the ages.

Editor Nicholas Wayman-Harris has collaborated with director Douglas Avery on music videos and commercials for over a decade, and cut last year's spot "Hunched," also for Clorox and DDB. "Douglas has an incredible visual eye?he's very cinematic, which is a unique approach for selling a parity product. I think thatıs what makes this spot work so well."

"Machines" opens in an early 20th Century kitchen, as a woman laboriously washes clothes in an antique hand-press machine. The action stays on this same space but fast-forwards ahead to present day. A depression-era kitchen changes into a sunny 1950s housewife paradise, shifts to the women's lib' 1970s as a man unloads the wash, then finally ends in modern times, all accompanied by a piano score and v/o: "Laundry is not new and although a lot has changed, the machines, the detergents, the clothes themselves, one thing has not." The spot closes with the tag, "Pure white since 1913," as a vintage glass bottle of Clorox morphs into the current plastic packaging.


Avery shot the live-action on-location in South Africa at one frame per second, capturing the sped-up special effect in camera. Editor Wayman-Harris then spliced together the key scenes, which encompassed the 1920s, 1940s, 1950s, 1970s, 1980s and 2000s, while effects boutique Giant Steps smoothed the transitions in post.

About Union Editorial
Union Editorial brings together a highly creative group of talent to bring a new level of service to the commercial post-production industry. Union's dynamic team is equipped with the tools and talent to accommodate all forms of creative editorial for the changing needs of todayıs diverse advertising and branding initiatives. The new 10,000-square foot home of Union Editorial combines the most up-to-date equipment with the highest-end client amenities available. For more information about Union Editorial, please visit www.unioneditorial.com or call (310) 481-2200.

PRODUCTION CREDITS

Client: Clorox

Title: :30 "Machine"

Airdate: January 3, 2006

Ad Agency: DDB San Francisco

Creative Director: Lisa Bennett

Art Director: Chad Ackley

Copywriter: Jim Bosiljevac

Producer: Rob Lee

Director: Douglas Avery

Executive Producers: Matthew Caltabiano, Dale Kushner

Associate Producer: Brin Kushner

DP: Fredrick Callinggard

Editorial Company: Union Editorial / Los Angeles, CA

Editor: Nicholas Wayman-Harris

Executive Producer: Michael Raimondi, Megan Dahlman

Visual Effects Company: Giant Steps / Los Angeles, CA

Visual Effects Supervisors: Ryan Thompson, Mike Vaglienty


Page: 1


Related Keywords:Union Editorial, Nicholas Wayman-Harris , Douglas Avery

HOT THREADS on DMN Forums
Content-type: text/html  Rss  Add to Google Reader or
Homepage    Add to My AOL  Add to Excite MIX  Subscribe in
NewsGator Online 
Real-Time - what users are saying - Right Now!

Our Privacy Policy --- @ Copyright, 2015 Digital Media Online, All Rights Reserved