(New York City, New York--November 6, 2008) BOND, the full-service post boutique featuring creative editorial/post, visual effects, design and audio, lent its creative arsenal to ''Namath,'' a funny new ad for the New York Jets and its Coaches Club seating auction, featuring Donald Trump.
The spot, which was created by the agency Fly Communication, New York, and shot with the RED camera, is currently airing regionally and on stadium monitors during Jets home games.
''This spot was well-planned from the beginning, the agency knew exactly what they wanted conceptually,'' Stas Lipovetskiy, BOND editor said. ''The challenge for me creatively was perfectly capturing that NFL Films type feel with the dramatic pacing, music and voiceover -- building all the tension to the comedic payoff where the music abruptly stops and we see Trump.''
''Namath'' begins with a long, Scorsese-inspired tracking shot down a darkened football stadium tunnel that leads to a mist-filled field where the unmistakable image of Hall of Fame quarterback legend Joe Namath, complete in his 60’s era fur coat, seemingly stands.
An NFL Films- style voiceover dramatically intones: “Back in the days when the game was dominated by rough hewn warriors, there emerged a different kind of player who lifted New York out of its gritty past and into a new world of style. Today that style has returned to the city where it was born.” The comedic pay off comes when the music suddenly stops and the camera swings around to reveal that Namath is really Donald Trump who looks directly into the camera and scolds viewers “who were you expecting…Joe Namath?”
Technically the project gave Lipovetskiy and the BOND team, which includes visual effects artist Jeff Spangler of BOND FX; and Mark Cobrin at BOND Audio who handled the audio post, a chance to further stretch their RED Camera muscles.
BOND has worked on several RED projects just in the last few months and have mastered the program's nuances and devised its own workflow for the Avid editing platform that’s ahead of both Avid and RED’s own internal IT departments.
''Because they shot with RED we literally had the footage within an hour or two of the production,'' explained Lipovetskiy. ''Soon after the cinematographer sent us a RED file with the basic look he wanted and we were off. It’s huge advantage in terms of time and money not having to do a film transfer, and to be able to color correct here in my suite.''
He adds, ''the spot was all about timing. How long do we track for before we get to Trump, how does the voiceover copy fit? Everything had to be very precise. Based on the response the spot gets in the stadium during the games I think it’s a touchdown.''
About BOND:
From inside their beautifully designed 6,500 square foot studio, BOND -- the creative editorial/post house founded in 2006 by editor Jeff Beckerman – lends its versatile talents to the best in cross-platform advertising and entertainment. They offer clients a full menu of creative services, including editing, graphics, motion effects and sound design/audio post. For more information contact Executive Producer, Stephanie Shayne at stephanie_shayne@bondedit.com or 212-533-9400.
Creative Credits:
Client: New York Jets
Project: “Namath” (:30)
Airdate: October 2008
Agency: Fly Communications: New York
Production: Robinson Films, New York
Post Production: BOND, New York
Creative Director: Jeff Beckerman
Editor: Stas Lipovetskiy
Visual Effects: Jeff Spangler
Audio Post: Mark Cobrin
Associate Producer: Amy Kommatas
Executive Producer: Stephanie Shayne
Web Resources:
Click here to see the New York Jets ''Namath'' spot:
http://www.bondedit.com/bondshow/Stas_Namath_Trump/NYJets_Trump.html
Click here to watch ''Namath'' on YouTube:
http://www.youtube.com/watch?v=JPjKOAuF5lw
Click here to visit the BOND website:
http://www.bondedit.com/
Click here for a recent article about the ''Namath'' spot in the New York Post:
http://www.nypost.com/seven/10072008/news/regionalnews/trump_is_jet_green_132512.htm
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