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Bonfire & Phoenix Editorial Go “On the Road” with Bank of America

About “On the Road”

“On the Road� airs on Bank of America’s promotional online channel MBC, aka the “Morris Broadcasting Channel,� named after the network’s fun-loving spokesman. Morris and his on-air posse, financial expert Farnoosh Torabi, a guy who likes to eat a lot, and an ATM character fully decked out in a costume made from cardboard, visit college campuses across the country. The guerilla film crew operates out of a mobile studio — MBC’s traveling van — to conduct man-on-the-street interviews, game shows, quiz challenges and other fun activities to engage young people in learning about fiscal responsibility. The show opens with a whimsical stop-motion sequence that has a handmade and organic 70s-era vibe.

Organic wanted to simulate a TV network, so required


and Bonfire to edit the shows and create a broadcast package of logo animations, bumpers, show intros, transitions and branded transitions — everything that would be required to brand an actual show.

To produce the show open, Silverman oversaw a one-day greenscreen shoot in Los Angeles to capture the van, Morris and his crew. In order to achieve the 270-degree shot of the rotating van, Silverman set the vehicle’s wheels on rollers, filming with the RED One camera at 4K to obtain the 20 different angles of the van. He then photographed the actors inside the van using a digital still camera. Silverman and his team of five animators used Adobe After Effects to composite the photography together with footage of the van spinning to achieve the stop-motion animation effect. The Bonfire team added additional graphical flourishes, such as hand-drawn illustrations and rough-hewn photocopy printouts.


“At Phoenix Editorial and Bonfire, we have the advantage of our combined talent and resources, which means we’re able to do greenscreen production, finishing, animation and editorial all under one roof,� shared Matt Silverman, creative director, Bonfire. “We’ve also worked on several projects shot with the RED One camera and have a production-tested RED workflow, so we encouraged director Jason Farrand to try out the RED, with some pretty amazing results.�

Phoenix Editorial’s Robbie Proctor and Jim Farber spliced together approximately 16 hours of live-action footage into seven episodes of the show, ranging from one to three minutes in length. According to the editorial team, it was director Jason Farrand’s knack for capturing genuinely comedic moments that made for great storytelling. Said Farber, “Jason’s so used to working in comedy improv situations that he was able to immediately put the actors and non-actors at ease, which resulted in great performances. The Bank of America project developed by Organic is a great example of cutting-edge interactive work and a deeply collaborative process between all the companies involved. It’s also a great case study in the synergy of Phoenix Editorial and Bonfire.�

About Bonfire Labs

Bonfire specializes in designing moving images combined with compelling narratives for any medium – from TV and feature film, to high-definition LED screens and mobile devices. The company taps into a wealth of talent, including creative directors, graphic designers and visual effects artists, to deliver work for clients that have included HBO’s “True Blood,” Bank of America, Microsoft, Adobe and other Silicon Valley companies. Bonfire launched in 2009 as the sister company to San Francisco mainstay Phoenix Editorial. For more information about Bonfire, please visit


About Phoenix Editorial

Phoenix has been a mainstay in the San Francisco post-production and design community since 1991. The company’s award-winning roster of editors works with creatively-driven advertising agencies, including Organic, Venables, Bell & Partners, Goody, Silverstein & Partners, Publicis & Hal Riney, Heat, AKQA and McCann-Erickson on campaigns and brand initiatives for Apple, Microsoft, Audi, PG&E, Palm, HP, Adobe, AT&T, Sega, EA, HBO and Sprite. In 2009, Phoenix Editorial re-launched its motion graphics and visual effects division Bonfire. For more information about Phoenix Editorial:


Production Credits

CLIENT: Bank of America
LAUNCH DATE: August 4, 2009

ADVERTISING AGENCY: Organic / San Francisco, CA
Group Creative Director: Sacha Reeb
Creative Director: Brad Mancuso
Associate Creative Director / CW: Goldy Bardin
Copywriter: Daniel Turman
Designer: Cori Rocklein
Executive Producer: LauraLe Wunsch
Art Director: Jen Furman
Programming and Development: Dale Gillespie

PRODUCTION COMPANY: Aero Film / Santa Monica, CA
Executive Producer: Lance O’Connor
Head of Production: Rob Helphand
Director: Jason Farrand
Producer: Elizabeth Welonek
DP: Dave Waldman
Set Designer: Greg Blair
Production Supervisor: Russ Foreman

ANIMATION & VISUAL EFFECTS: Bonfire Labs & Phoenix Editorial / San Francisco, CA
Executive Producer: Julia Patchin
Producer: Sheila Smith
Director, Design and Animation: Matt Silverman
Editor: Jim Farber
Editor: Robbie Proctor
Motion Graphics and Animation: Jason Jobe

MUSIC & SOUND DESIGN: Music Orange / San Francisco, CA
Executive Producer: Blaise Smith
Composer and Designer: Hector Perez
Composer and Designer: Michael Lande