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XENON INTRODUCES "GAME CHANGER," THE NEW $2 POWERBALL, TO NEW JERSEY(February 15, 2012) http://xenonmktg.com/michael/
Who amongst us hasn’t fantasized about a big Powerball win? Xenon, the New York-based commercial production company, has created a trio of spots – the :30 “Game Changer” and two :15s, “Cash Cow” and “Eye Popping,” developed through Brushfire, Inc. (Cedar Knolls, NJ and New York, NY), designed to introduce the new $2 Powerball to New Jersey. The three spots debuted January 16th on all cable systems across
“The new Powerball can change your entire world” the spots intone. Created primarily of computer-generated images, the commercials focus on a red Powerball which transforms into a variety of objects including a spinning globe, a sparkling jewel, couples frolicking in a hot tub, and a revving tachometer. Your wildest dreams – yachts, cars, jewels - could come true if you “play the new $2 dollar Powerball from the N.J. Lottery and give your dreams a chance.”
Director/Creative Director Michael Wiehart, who has extensive experience in live-action and all forms of animation, explained: “We did not want to be tied to one technique or one execution but to find the best, most effective approach to tell our story. We initially thought we would use more live-action but, as it turned out, the best solution was CG. Ultimately we had the objects, the scenes and the transitions tell the story.”
Wiehart initially created all the images for the storyboards and style boards in CGI and then did motion tests and style frames to determine what would be live-action and what would be CG before planning the shoot and beginning production. “I tried to synchronize the lighting of the CGI and the live-action to create one coherent look. The CG blends nicely with the live-action and doesn’t scream CGI,” he continued.
Brushfire Senior Vice President/Creative Director Ken Musto says of his collaboration with Xenon: “What we wanted to do creatively was produce a lottery commercial that was different. Most all lottery spots are situational comedies – all humor. We bid this project to a number of production companies and looking at Michael’s reel we were sure he could make this into something great, something magical. He had the imagination, the genius and ‘got it’ right away. It was like he was reading our minds. He and Executive Producer
To execute his vision, Wiehart worked closely with the artists at The Napoleon Group (
In addition to Michael Wiehart and
Representing Brushfire, Inc. were Senior Vice President/Creative Director/Copywriter Ken Musto, Senior Art Director Izzy Franco and Producer Liz Pollard.
For The Napoleon Group (
Brushfire also created radio, billboards, bus advertising, rich media banners, newspaper ads and in-store materials which support the television campaign and carry out the campaign theme.About Xenon:
Xenon is a hybrid - a commercial production team designed to address the ever changing landscape of today’s ad community. The company marries live-action, visual effects, postproduction and interactive work in one seamless environment.
Xenon is headquartered at
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