Led by Creative Directors Nate Robinson and Andrew Sinagra, the creative team at Ntropic produced an incredibly poignant and timely “visual metaphor” for the latest spot from Bank of New York Mellon entitled “House of Cards.” Collaborating closely with ad agency The Concept Farm for a second year in a row on advertising for the global financial services company, the moving new commercial features live-action, CGI, visual effects, compositing, color grading and final conform by Ntropic and is currently airing nationwide.
To view “House of Cards,” go to:
For Ntropic, having just launched their New York office this summer, this project was a great opportunity to utilize artists and technology in all three offices: Manhattan, Santa Monica and San Francisco. As CD Andrew Sinagra explains, while the live-action shoot of the beautiful Craftsman-style house prominently featured in the spot was shot in Malibu, the edit and coloring was completed in Ntropic’s New York office. “We flew our colorist Marshall Plante to New York to work closely with the agency and client, since they were based there, which was really great. We then created the CGI in L.A., with original music and final Flame compositing completed in San Francisco. It was a true team effort at Ntropic, which is how we like to work.”
The collaboration on this project with the agency and client began early on for this project as well, adds Sinagra. “There isn’t a lot of work out there these days with this level of visual metaphor in it. So when Nate and I saw the boards and read the brief, we jumped on it. It was very inspirational. We knew this was going to be a beautiful piece, and were so happy they asked us to contribute our talents again this year.”
“Nate and Andrew are artists who can make a disaster look gorgeous,” notes Ray Mendez, ECD, The Concept Farm.
“The Ntropic team’s process and scientific approach to the art of how the cards fell was very impressive,” adds Carey Cwieka, Director of Account Management, The Concept Farm. “They are a talented group that delivered a final product which our clients are very proud of.”
Client: Bank of New York Mellon
Spot Title: “House of Cards” :30 HD/SD spot
Airdate: September 2011
Advertising Agency: The Concept Farm
Creative Director: Bob Waldner
Copywriter: Tyler Kirsch
Art Director: Rob Singh
Director of Post: Mike McCall
Account Director: Carey Cwieka
Production Company: Ntropic
Directors: Robinson + Sinagra
Executive Producer: Jim Riche
DP: Simon Thirlaway
Editorial Company: Ntropic
Editor: Dan Korb
Postproduction Company: Ntropic
Colorist: Marshall Plante
Visual Effects Company: Ntropic
Creative Directors: Nate Robinson, Andrew Sinagra
Flame Artist: Maya Korenwasser Bello
Head of CG: Andrew Sinagra
CG Artists: Rob Hubbard, Dustin Zachary, Kenny Jackson
Producer: Kara Holmstrom
Music Production Company: Creature Symphony
Composers: Aaron Robinson, Sean Gordon
Ntropic draws its strength from a diverse background of creative talent. Assembling a global community of artists in multiple locations, the studio has built a creative collective with strengths in all facets of production and post-production ranging from conceptual design and motion graphics to photo-real CG and seamless compositing. Ntropic focuses on elegant, intelligent, and conceptual visual effects producing award-winning work for commercials, music videos, feature films, experiential theaters, and interactive content.
As industry mediums rapidly change, Ntropic maintains a foothold on the bleeding edge of technology… leading the charge into a new era of entertainment media. The studio removes the mystery from the black box of technology and operates as a creative hub for directors and agencies to converge and collaborate without limitation.
Ntropic’s creative directors thrive on the unique challenges of production and work closely with the creative team to concept, visualize, and realize their artistic vision. Offering innovative solutions for otherwise impossible tasks, Ntropic inspires artists and filmmakers to expand the horizons of possibility.
The studio’s objective is to create an inspirational environment for artists and clients to come together and not worry about the how, but stay focused on creating the most fascinating and innovative work to date.