Y&R and Zoic Team to Develop Craftsman Crew Chief

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Complex and Compelling Animated Spot Leaps Into Action With NASCAR Los Angeles, CA – (February 25, 2008) – After successfully creating the Mini Cooper robot for Crispin Porter & Bogusky and the design of the new Terminator T-888 for Terminator: The Sarah Connor Chronicles,

Zoic Studios

was the natural choice by agency Y&R to design and bring Craftsman tools to life as the ultimate NASCAR “Crew Chief.� The innovative spot opens on the intensive driving action of a NASCAR cup race. On the sideline, the Craftsman Crew Chief pulls himself together – literally - in a calculated and calm manner, assembling the arsenal of tools, which comprise his invincible body. Then he waits for the right time to leap into the action and save the day. He is a single man crew, comprised of everything he needs to execute whatever the perils of the race throw his way. And he can deliver in record time. “This was a project that offered an amazing creative partnership between us and Y&R. It is one of the most compelling and exciting commercials to come out of our studio,� says Zoic Creative Director Loni Peristere, who also served as director of the commercial. “The agency presented a smart brand concept that was rich in narrative and directly related to the end "tool" user in a fun and energetic way.� The process was initiated with the development of the Craftsman Crew Chief, explains Creative Director Andrew Orloff: “Zoic was responsible for taking the agency’s design concept and developing a CG main character completely replicated from the tool spectrum offered by Craftsman. We chose the tools we felt best suited each body part, keeping the look of the products exact. Our next step was to work on performance and timing so that the character had personality and the pacing appropriate for his job as the one man pit crew.� While Orloff’s team developed the Craftsman Crew Chief, Zoic’s Loni Peristere directed the 36 set-ups at the NASCAR stadium in a single day so as to provide narrative flexibility to the client. Chris Manley, with whom Zoic previously collaborated on the episodic “Drive�, served as DP and Zoic’s John Shirley was the on set VFX Supervisor. The footage was treated with a myriad of digital effects from the dramatic to the detailed, and the Crew Chief placed at the center of the action. The result is a unique character and story that is a showcase piece for Craftsman - The Official Tools of NASCAR -- and Zoic Studios’ award-winning creative. Client: Craftsman Air Date: 2/17/08 Title: “Crew Chief� Length: 1 x :30, 1 x :20 Advertising Agency: Y&R/Chicago/IL CCO: Mark Figliulo ECD: Ken Erke CD: Corey Ciszek CW: Todd Taber Exec Producer: Brian Smego Producer: Ashley Geisheker Production Company: Gargantuan/Malibu/CA Director: Loni Peristere DP: Chris Manley Executive Producer: Ivan Stoilkovich Producer: Zak Thornborough Editorial Company: Zoic Studios/Culver City/CA Editor: Dmitri Gueer Visual Effects Production: Zoic Studios Creative Director: Chris Jones & Andrew Orloff VFX Supervisors: Andrew Orloff/John Shirley Animation Director: Andrew Orloff Compositing Supervisor: John Shirley CG Supervisor: Michael Capton/Michael Cliett Executive Producer: Elexis Stearn/Steve Schofield Producer: Maya Sanchez