(New York City, New York--October 15, 2008) Final Cut Editor Carlos Arias recently completed a campaign for Sony Latin America via ad agency Berlin Cameron.
In "Presto Changeo," a magical street vendor stands before a crowd of spectators. Calling upon the digital gods, he drops a bulky, yellow Sony Walkman cassette player into a wooden bowl and dramatically cracks a giant ostrich egg into it. He then swigs from a jar and spews into the bowl, causing a fiery explosion. Reaching deep into the sludgy concoction, the magician unveils Sony's sleek, new digital player to the mystified crowd.
"The performances and cinematography were impeccable," says Arias. "These are clever concepts and it was important to find a balance between the product as a character and the story. The creative team definitely had an understanding of Hispanic sensibilities, which was reinforced by the authenticity in art direction. [Berlin Cameron Producer] Leigh Fuchs and the team were great. We were all on the same page aesthetically and creatively."
Client: Sony Latin America
Spot Titles: "Presto Changeo" :30
Ad Agency: Berlin Cameron United
Creative Director: Griffin Creech
Associate Creative Director: Harry Bernstein
Art Director: Josh Webman
Copywriter: Nathan Manske
Producers: Leigh Fuchs, Dane Johnson
Production Company: Epoch Films
Director: Matt Lenski
DP: Guillermo Navarro
Executive Producer: John Duffin
Producers: Nicolas Jaramillo, Aldo Jovan
Where Shot: Mexico City, Mexico
Editorial Company: Final Cut
Editor: Carlos Arias
Assistant Editor: Georgia Dodson
Executive Producer: Raná Martin
Producer: Laura Lamb Patterson
Postproduction Company: Company 3 & Absolute Post
Colorist: Tom Poole @ Company 3
Online Editor: Dirk Greene @ Absolute Post
Audio Post Company: Sound Lounge
www.finalcut-edit.com
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