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ABSOLUTE HELPS STRIDE KEEP SECRETS FOR JWT

Some things are best left unsaid. JWT NY and Director Jack Cole of Pulse Films London tapped Absolute and Lead Flame Artist Daniel Morris to send this message with a hilarious :30 promoting the secret flavor of Stride Gum’s new Mega Mystery brand. The spot opens with an enthusiastic young man sitting before his webcam, sending an anxious message to the outer world proclaiming that he had decoded Stride’s new flavor. Just as he is about to reveal the secret, however, the hapless gum-chewer is interrupted with a trio of ostrich-riding, business suit-wearing jockeys bursting through his walls to intimidate him into silence, sending one of the giant birds to peck him in the chest. The spot ends with an ominous warning to other would-be spoilers: “Don’t reveal the secret flavor of new Stride Mega Mystery! Or we’ll find you.”

Morris and his team used various methods to tackle the spot’s demanding post requirements. To give the first shot a webcam look, they down-converted the portion of the footage that is supposed to be viewed through the young man’s webcam by running some of it through QuickTime and adding effects to make it appear to be lower quality than the rest of the spot. Since Cole shot the ostriches and their jockeys separately against a green screen, Morris had to comp the shots of them together with the young man to create their various interactions. Morris carefully constructed the effect of the ostriches smashing into the bedroom, combing numerous explosion plates and painting them frame by frame and modifying the walls to make them look more stable.

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The Creds

Client: Cadbury Adams USA

Spots Title:

Webcam

Air Date: March 2010

Agency: JWT NY

CCO: Harvey Marco

ECD: Tom Christmann

CD/AD: Justin Owen Katz

Copywriter: Conor Sheridan

Director of Production: Joe Calabrese

Senior Producer: Owen Katz

Production Manager: Michelle Gordon

Prod Company: pulse Films London

Director: Jack Cole

DP: Magni Agustsson

EP: Roz Houchin

Producer: Jo Dillon

Line Producer: Rhun Francis

Production Manager: Mike Levelle

Editorial: Final Cut NYC

Editor: Stephane Dumonceau

Assistant Editor: James Bird

EP: Stephanie Apt

Producer: Laura Lamb Patterson

Telecine: The Mill

Senior Colorist: Fergus McCall

Assistant Colorist: Sal Malfitano

EP: Derek Macleod

Producer: Claudia Guevara

Post/Effects: Absolute

Lead Flame: Daniel Morris

Flame: Pheng Sisopha, Aneillo Zampella

Combustion: Krissy Nordella, Betty Cameron, Warren Paleos

EP: Sally Heath

Audio Co: JW2, New York

Engineer: Andy Green

Asst. Engineer: Craig Caniglia

Producer: Greg Tiefenbrun

Shoot Location: London

About Absolute Post

Founded in 2004 by David Smith, one of world’s leading Flame artists, Absolute is a high-end VFX studio working within the commercial, emerging media, music video, and film communities. With offices in New York and London, Absolute over the years has collected numerous industry accolades including two BTAA awards, a D&AD pencil, a Cannes Lion, an APA Collection Diamond, three Andy wins and an MTV video statue. The New York office opened in 2007, helmed by CD Dirk Greene, to further facilitate Absolute’s international client roster with a growing Flame and CG service.

More info: TRUST 646 452 3388 (NY) 310 451 5153 (LA) trustcollective.com

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