Charlex and GSD&M Dance with AT&T

Author:
Publish date:
Image placeholder title

Charlex is well known for its superior visual effects work and imaginative concepts. You can find all of those elements on display in their entertaining new :60 spot for AT&T,

Dancing Through DSL

.

The spot, as simple as it may seem on the surface, was actually borne out of a detailed treatment created by Charlex Director, Ryan Dunn. The spot sets out to create a storyline that effectively reveals all the benefits of AT&T's new high-speed Internet service in a single, transformative space.

While the initial board from GSD&M laid out the storyline, Dunn was eager from the start to avoid any cliché "actor shot on white" feel to the spot. "We've all seen that spot a dozen times," he said. "Instead, I began riffling on the idea of the Internet as a theatrical space, a more tactile, less tech environment." With this in mind, Dunn shot the live-action stage work more in situation and with as little green-screen as possible. "I put in backdrops and created lighting moods for the various parts of the Internet," he added. Dunn also elected to shoot the entire spot on a Steadicam rig, "in order to connect the viewer to the human, and not to the visual effect."

The spot also benefited from extensive design work in every aspect of the job, from casting to set design, through editing and post-production. "We really tried to tell a story and focus on things that weren't necessarily all about eye candy," Dunn noted. "It was more a case of, 'who exactly is this mother? Is she quirky? Daring? What is her relationship with her daughter like?'" To emphasize these aspects, Dunn was inspired by films like Jeunet's

Amelie

and Tati's

Playtime

. Even though the AT&T spot had quite a difference in communication from those classic films, there was a spirit and whimsy about them that made sense for this fictional world of the Internet.

In addition to the photography, the piece uses many interface elements to create its fanciful world. On the shoot, Dunn would put blue cards up or tracking marks where the screens existed, so the actors had something physical to interact with. "I even cut a hole in the blue-screen so the mom could actually grab a dress out from a cubby hole," he revealed. "By blurring the line between visual effects and traditional stagecraft, I think we got a smoother connection between the live-action and the design."

"This was never going to be a simple job to finish in post," Dunn added, "but by integrating the storytelling with the VFX well before we shot anything, there was always a clear beacon on the shoreline to keep us out of dangerous waters. The end result is something we are all happy about, and it was fun to bring mood and magic to a seemingly sterile space such as the Internet."

AT&T
AT&T
AT&T

Visit Charlex
View Media

Credits

Client: AT&T

Spot Name:

Dancing Through DSL

Air Date: August 2011

Agency: GSD&M

Group Creative Director/Writer: Richard Apel

Art Director: Haven Simmons

Senior Copywriter: Tony Vinh

Producer: Mazen Hassan

Production Co.: Charlex

Post Co.: Charlex

Director: Ryan Dunn

Director of Photography: Pieter Vermeer

VFX Supervisor: Steve Chiarello

Senior Producer: Alex Jarman

Live-Action Producer: Matt O'Shea

Senior Smoke Editor: John Zawisha

Lead Flame Compositor: Kyle Derleth

Lead Designer: Shaun Collings

Senior Designer: Chisa Yagi, John O'Callaghan

Senior Flame Compositor: Marc Goldfine

Flame Compositor: Greg Cutler

Additional Flame: Mike Mendizabal, Alan Neidorf, Burtis Scott, Philana Dias, Kevin Quinlan, Joe Vitale, Victor Mellon, Elsa Tu

Lead Modeler: Alex Cheparev

Additional Modelers: Hung Ma, Chin Lee

Lead Animator: Tony Tabtong, John Karian

Lead Rigger: Steve Mann

Additional Rigger: Andre Stuppert

Lead Lighter: James Fisher

Additional Lighters: Frank Grecco, Salar Saleh, Keith McMenamy, John Volny,

Alex Scollay, Laura Sayan

Color Grading: Smoke & Mirrors

Colorist: Ben Eagleton

CG Supervisor: Keith McCabe

Supervising Producer: Lori Fechter

ECD: Alex Weil

EP: Meredith Machial

About Charlex

Charlex is a full-service creative studio based in New York City. We specialize in visual effects, animation, design and live-action. We've thrown fancy mission statements out the window and simply embrace versatility. Our motto is design and build. We can take any seed of an idea and bring it to life.

Making great work is the product of forging great relationships. Our team prides itself on fast, efficient work at the highest level of excellence. Our reputation is founded on a commitment to creating compelling imagery, regardless of the assignment. We are experts at building a seamless experience from concept to completion, from client brief to end result.

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

Related

More than 55 of the 2018 Fall Television and Streaming Series Rely on Blackmagic Design

More than 55 of the 2018 Fall Television and Streaming Series Rely on Blackmagic Design

Blackmagic Design today announced that the company’s production and post products were used to complete many of the fall 2018 season’s new and returning television shows and streaming series. More than 55 shows rely on Blackmagic Design’s digital film cameras; Fusion visual effects (VFX), compositing, 3D and motion graphics software; and DaVinci Resolve editing, color correction, VFX and digital audio software; as well as its switchers, routers, monitors and capture and playback devices.

Luxul_AMS-1208P

Jingle All the Way: Luxul's XMS-1208P Managed Gigabit Switch is Available for All CI Integrators this Holiday Season

Luxul, the leading innovator of IP networking solutions for AV integrators, today announced that it's giving CI integrators the gift of enterprise-level performance at affordable price points this holiday season. It doesn't matter if they've been naughty or nice, the company's XMS-1208P 12-port/18 PoE+ managed Gigabit switch — that delivers high-speed performance while enabling simple network expansion — is now available for all. And to ring in the new year, Luxul will begin shipping its AMS-1816P 18-port/16 PoE+ L2/L3 managed Gigabit switch in early January.

HoverCam_VV1

HoverCam Transforms Classrooms Fit for Future-Ready Students at Val Verde USD

HoverCam, an innovative technology leader in the digital education market, announced that Val Verde Unified School District (USD) in Parris, California, successfully installed HoverCam's Pilot digital teaching stations and CenterStage interactive flat panels (IFPs) in new STEM labs in the elementary schools, with plans for an eventual rollout to the district's middle and high schools. As part of the district's goal to create future-ready students, Val Verde USD chose HoverCam digital education solutions to address the rising challenge of updating classrooms and introducing curriculum with advanced systems that will prepare students for a rapidly changing career landscape.

ScreenShot2018-12-11at2.41.29PM.144822

The Sigma Holiday Sale Is Back!

Nothing makes gift giving as enjoyable as special prices on award-winning Sigma lenses and accessories; get the lens you’ve always craved or surprise a fellow shooter with the perfect present.

Riedel-Ruptly-Vans-3

Global News Agency Ruptly Relies on Riedel's MediorNet and Artist on Board New OB and DSNG Vehicles

Riedel's MediorNet real-time media network and Artist digital matrix intercom are providing the decentralized and redundant signal routing and communications backbone on board two all-new, state-of-the-art OB vehicles for Ruptly, a Berlin-based international news agency. Qvest Media, a world-leading system architect and integrator for the broadcast and media industries, designed and built the new broadcast van and DSNG vehicle.