The Colonie’s remote capabilities were tapped by The Marketing Arm for a State Farm® broadcast spot with a timely message to customers facing financial burdens during the current pandemic. With production not an option, the company edited, color graded and finished the live-action spot remotely.
The Chicago-based company’s team rallied, pulling volumes of stock shots, user generated content in conjunction with Catch & Releas. They even augmenting footage by filming their own families at home in scenarios that have become the new normal.
Joe Clear edited the commercial on Adobe Premiere. He reviewed a wealth of footage, selecting spot-on shots that brought home State Farm’s message of support. The editor weaved together an engaging visual story that viewers can relate to as they go through this unprecedented shared experience.
“Working on this spot was actually a pretty amazing experience,” says Clear. “This job had a lot of moving parts so it would have been difficult under normal circumstances. Our collaborative remote approach was seamless, team never missed a beat. Once I put out the call, within hours everyone was contributing.”
“Because of the tight timeline, there was an incredible amount of collaboration with The Marking Arm. Working remotely, we shared ideas and explored options very quickly,” adds Clear. “I loved the creative energy that surrounded this commercial.”
Using DaVinci Resolve, Colorist Jennifer Gaida addressed the issues caused by footage from different sources and create a unified look. Tom Dernulc finished the commercial on Autodesk Flame.
The Marketing Arm’s home-based creatives worked directly with The Colonie’s team. The job came in on a Saturday afternoon, and The Colonie took it from script to air in five-days. The seamless workflow provided the efficiency needed to deliver a compelling campaign that met the client’s high standards and tight deadline.
The spot, entitled ‘New Normal,’ features typical scenes of families engaging in the kinds of activities that fill the days of a homebound population. We see people working at their computers, staying connected to friends with video chats, families spending quality time together, playing, dancing, and cooking. The commercial closes with the voiceover: ‘Our world is suddenly different. But one thing stays the same – State Farm® is there.
Fully Remote Collaborative Capabilities
The Colonie has been working remotely with editors and artists for years, communicating with talent based at home, as well as on-sets throughout the oountry. The company’s tested approach seamlessly integrates editors, motion graphic artists, color graders, finishers, and producers working from different locations into a cohesive, collaborative team.
“Productions are on hold during this pandemic, but creativity hasn’t stopped,” says Partner, Bob Ackerman. “The Colonie is providing agencies with out-of-the-box solutions – from visual stories that tap its experience repurposing footage to integrating stock footage to craft fresh, new content. Our motion design division’s skill and technical savvy is called on to create memorable design-driven content for commercials and social media.”
“The Colonie remains committed to providing agencies and brands with creative solutions that help them move forward as we meet the challenges created by the impact of the Coronavirus on the industry’s landscape,” adds Partner/Executive Producer Mary Caddy.
For more information, visit www.TheColonie.com or contact Executive Producer Mary Caddy at 312-225-1234.
BRAND: State Farm®
GENRE: Broadcast Commercial / :30
TITLE: ‘New Normal’ :
AGENCY: The Marketing Arm / Chicago
SVP, Executive Director of Production: Scott Kemper
SVP, GCD: Harris Wilkinson
CD/Writer: Dave Wasserman
Senior Producer: Tony Grossman
Producer/PBM: Ellen O’Donnell
POST-PRODUCTION: The Colonie / Chicago
Creative Editor: Joe Clear
Assistant Editor: Nathan Rodgers
Finishing: Tom Dernulc
Colorist: Jennifer Gaida
Producer: Anne Siwek
Executive Producer: Mary Caddy
AUDIO COMPANY: NoiseFloor / Chicago
Mixers: Cory Coken / Jamie Vanadia