(SANTA MONICA, CA, May 24, 2007) For his latest collaboration with MJZ Director/DP Sean Thonson, Einar of Union Editoral was asked to tackle a very simple concept: evolution and the creation of the world. The spot, called "Finishing Touch," is for Corona and was created by Kramer-Crasselt in Chicago.
"From my history working with Einar, I knew he would do a great job with this," said Thonson, who was involved in the editorial process from conception, working with Einar to cut an animatic prior to shooting.
"It all started underwater with a pre-historic fish, and got bigger and more complex from there," recalled the editor, who has worked with Thonson on campaigns for Cadillac, Kia, and Dunlop. "In October of '06, (CD) Tom Lichtenheld and the team at Kramer-Crasselt brought us an incredibly ambitious idea...Tom, Sean, and I sat on the couch in my bay and spent a lot of time pre-visualizing this sequence of events."
The sequence of events begins with the aforementioned prehistoric underwater creature, and progresses to a volcano erupting under water, with rocks flying out of the water and hitting land. This leads to the formation of an island, which sprouts a beach, palm trees, and a cove. The "Finishing Touch" is a pair of ice-cold of Coronas, enjoyed by a vacationing couple in one of the client's classic pull-away shots.
"Finishing Touch" is a substantial branding piece for Corona, which commissioned a total of twelve spot built around the concept.
"The imagery and energy of this spot made this an especially gratifying project," Einar said, noting that VFX house Asylum "did some amazing and complex effects, including the fish and volcano, flying coconuts, vines winding their way up emerging trees, and flowers blooming." The editor added that the effects were integrated with heavy practical elements shot on location in Mexico.
"Sean was so open-minded and easy to work with, and the agency was great," Einar concluded. He credited Union Senior Producer Megan Dahlman with maintaining a flow among the many parties throughout the long editorial process. "She was with us every step of the way," he said. "There were no egos, just ideas. We all had to pull together to make this happen."
Project Credits
Client: Corona
Agency: Cramer-Krasselt - Chicago
Chief Creative Officer: Marshall Ross
Executive Creative Director: Dean Hacohen
Creative Director: Tom Lichtenheld, Ken Erke, Dan Consiglio
Writer: Bill Dow
Art Director: Justin Bucktrout
Production Company: MJZ - Los Angeles
Executive Producer: Jeff Scrutin
Producer: Rita le Roux
Director/DP: Sean Thonson
Editorial Company: Union Editorial - Santa Monica
Editor: Einar
Senior Producer: Megan Dahlman
Executive Producer: Michael Raimondi
VFX: Asylum - Santa Monica
Executive Producer (Effects): Mike Pardee
VFX Supervisor: John Fragomeni
CG Supervisor: Jonah Hall
Telecine:Filmworkers
Music/Sound Design: Stimmung
Mix: Eleven Studios - Santa Monica
Lead Compositor: James Allen
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