Charlex and GSD&M Dance with AT&T - Creative Planet Network

Charlex and GSD&M Dance with AT&T

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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."

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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

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