(Pittsburgh, Pennsylvania--June 19, 2008) Visual effects studio Animal recently produced two :30 spots for Pittsburgh agency Smith Brothers and client Sheetz Convenience Stores.
The spots, directed by Animal’s Michael Killen, are part of a fully integrated marketing campaign to launch Sheetz Bros. Coffeez.
Animal collaborated with Smith Brothers writer Cathy Bowen to recreate an authentic 50’s era Beatnik coffee house. The spots feature a couple of “cool cats” performing poetic tributes to Sheetz Bros. Coffeez in a dark, smoky room in front of a hip audience.
“We shot with the RED camera that was perfect due to its strong image acquisition capability in low light,” said Killen. “We wanted to give the spots the historical look of the documentary films shot at that time on 16mm film to make that 50’s coffee house world believable. We were essentially taking modern technology and making it speak the language of the time.”
"The RED camera shoots a 4K digital image similar to what you would expect from a modern photographer’s DSLR still camera," said Killen. "By bypassing the film stage, we have the freedom of working with the full frame at full resolution as opposed to developing film and transferring at standard definition. Standard definition is 10-12 times smaller than 4K. This creates a workflow that allows us to master in HD or any other resolution much further down the production pipeline.
The digital files were transferred directly into the post-production process, where after editing the RED proxy footage on Final Cut Pro, Animal conformed the hi resolution files on Discreet Smoke and Flame where final color grading and effects were generated.
PRODUCTION COMPANY
Animal
Director: Michael Killen
Executive Producer: Kathy Dziubek
Producer: Nancy Richert
POST PRODUCTION
Animal
Editor: Beth Voltz
Finishing/Coloring: Allan Stallard
MUSIC
Market Street Sound
Rob Deaner: Composer
AGENCY
Smith Brothers Advertising
Lindsey Smith: Co-Creative Director
Bronson Smith: Co-Creative Director
Cathy Bowen: Writer
Bob Lazor: Art Director
Craig Seder: Art Director
Tracy Dowdy: Account Executive
Traci Carney: Account Executive
CLIENT
Louie Sheetz: VP of Marketing
Tammy Dunkley: Corporate Advertising Manager
John Notte: Coffee Concepts Manager
For more information on Animal, please visit: http://animalspots.com/
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