(Las Vegas, March 14, 2007) Raul Fernandez and Josh Greenbaum, two students at the University of California's School of Cinematic Arts, have won the 2007 Coca-Cola Refreshing Filmmaker's Award for their short film, "The Morning Routine."
Fernandez and Greenbaum will receive the Coca-Cola Refreshing Filmmaker's Award at ShoWest in Las Vegas at the Final Night Banquet and Awards Ceremony on March 15, 2007. As the winners, Fernandez and Greenbaum will receive $10,000 and their short film will be seen on more than 21,000 movie screens in theaters that serve Coca-Cola products.
"This is a fantastic honor and opportunity," said Fernandez. "Because of the Coca-Cola Refreshing Filmmaker's Award, our film will be viewed by thousands of people across the country. It's extremely rewarding to see all the hard work we put into this film pay off."
"I'm really looking forward to having our film viewed by some of the most talented directors, producers and actors in the world during ShoWest," said Greenbaum. "You can't buy that kind of exposure, and you never know if it will lead to other film prospects for us down the line."
For the Coca-Cola Refreshing Filmmaker's Award competition, ten finalists were selected in late 2006, with each receiving $7,500 grants and 10 weeks to produce their films. The filmmakers were also asked to feature Diet Coke in their submissions to commemorate the brand's upcoming 25th anniversary in July 2007. To coincide with the anniversary celebration, the winning short film will screen in movie theatres across the country beginning in July.
"For more than a decade, the Coca-Cola Refreshing Filmmaker's Award has recognized film students' accomplishments by exposing their work to millions of movie fans as well as many of Hollywood's most influential directors, producers and actors," said Kathleen Ciaramello, group vice president, Strategic Partnership Marketing, Coca-Cola North America. "This year we're continuing the tradition but adding a new twist by paying tribute to 25 years of success for Diet Coke."
Fernandez and Greenbaum's film, entitled "The Morning Routine," centers on a businessman who has overslept and is awakened by a phone call from a frantic co-worker informing him that a big meeting starts in five minutes. The man heads to his refrigerator and takes out a Diet Coke. As soon as he opens the can and takes a sip, the magic starts. He zips through his apartment at lightening speed, his face shaves itself, his socks jump onto his feet and his tie leaps around his neck. As he continues drinking, he is out the door and speeding down the street, arriving at his office in no time flat. He's up the stairs in a flash and into the conference room where several people are waiting. Copies of his presentation automatically land in front of each person, and, as the man finishes his Diet Coke, he asks with a smile, "Are we ready to begin?"
The panel chose Fernandez and Greenbaum's film from nearly 200 concepts submitted by students representing thirteen film schools in the U.S., including NYU, Columbia, University of Southern California, UCLA, North Carolina School of the Arts, Florida State University, Northwestern, University of Texas at Austin, California State University at Long Beach, University of Colorado at Denver, Chapman University, Brigham Young University, Savannah School of Art and Design.
Raul B. Fernandez was born in Buenos Aires, Argentina, and then moved to Florida, where he received his B.A. in Communications from Florida State University in 2005. While at Florida State he received several awards for his narrative and experimental film/video projects. Fernandez is continuing his film education at the School of Cinematic Arts at the University of Southern California. His background in music leads him to integrate film and music creatively, and he hopes to continue his career in the film industry as both a director and cinematographer, primarily in the commercial/advertising and music video fields.
Born in Saratoga Springs, NY, Josh Greenbaum studied at Cornell University and Oxford University in the UK, finally settling in Park City, Utah, where he worked at Park City Television as a creative director. He produced and directed the national Telly award-winning Sundance Film Festival show "In The Can," and wrote and directed award-winning commercials for clients such as The Hollywood Reporter, Converse, The Utah Film Commission, and The Sundance Institute. , Greenbaum has directed a documentary on AIDS orphans in Africa for PBS, and in 2005 he was awarded two regional Emmy Awards for his documentary "The Endurance 100 -- Mind Over Mountains." He is currently enrolled in the University of Southern California graduate film school.
The Coca-Cola Refreshing Filmmaker's Award has been presented by The Coca-Cola Company each year since 1997. The 2007 Coca-Cola Refreshing Filmmaker's Award winner was selected by a panel of entertainment industry experts, called the Red Ribbon Panel, that includes Mike Campbell, Regal Entertainment Group; Michael Grillo, DreamWorks; Branden Miller, Twentieth Century Fox; Gary Suter, AMC Theatres; Adam Silver, NBA Entertainment; Mike Patrick, Carmike Cinemas; Lee Roy Mitchell, Cinemark Theatres; executive producer; Mikael Solomon, Academy Award-nominated cinematographer; Eriq La Salle, actor (ER, Biker Boyz, One Hour Photo), producer (The Salton Sea, Crazy as Hell), writer (episode of Twilight Zone), Humble Productions; Kathleen Ciaramello, Coca-Cola North America; Katie Bayne, Coca-Cola North America; Bill Levisay, Coca-Cola North America; Mike Tremble, producer.
For the third year in a row, an online component, http://www.ccrfa.com , was added to aid both program participants as well as judges. The site was used to provide information to participants, collect entries, and to tally votes from consumers. This year marked the first time consumers were invited to vote on the finalists' spots. Their votes were averaged and that average counted as one vote on the Red Ribbon Panel.
Celebrating its 33rd year, ShoWest is the world's largest motion picture theater industry convention. The 2007 edition of ShoWest will be held from March 12th -- 15th at Bally's and Paris Las Vegas, and at this time it is expected that more than 5,000 members of the industry will be on hand. Each year, ShoWest attracts delegates from more than 45 countries in North and South
America, Europe, Asia and the Asia/Pacific region. ShoWest was founded by the National Association of Theatre Owners of California and Nevada, and the 2001 show was the first managed by Sunshine Group Worldwide, a division of VNU Expositions Film Group.
The Coca-Cola Company is the world's largest beverage company. Along with Coca-Cola, recognized as the world's most valuable brand, the Company markets four of the world's top five nonalcoholic sparkling brands, including Diet Coke, Fanta and Sprite, and a wide range of other beverages, including diet and light beverages, waters, juices and juice drinks, teas, coffees, energy and sports drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy the Company's beverages at a rate exceeding 1.4 billion servings each day. For more information about The Coca-Cola Company, please visit our website at http://www.thecoca-colacompany.com
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