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