(San Francisco, California--July 18, 2008) With Tour de France currently underway, Specialized Bicycle Components has launched a new global campaign with help from Director Ian Schiller and Spy Post.
Two :30 spots highlight the marquee Specialized athletes, Belgian cyclist and recent Paris-Roubaix winner Tom Boonen riding a Roubaix bike and Italian cyclist Paolo Bettini on a Tarmac. These cycling superstars are both members of the QuickStep team based in Belgium. "Innovate," a branding campaign created in :30 and :60 spots, focuses on the technology and innovation heritage of the company itself.
To view the Specialized campaign, please go to http://www.spypost.com/Specialized_Innovate
"We couldn't have done this without Ian or Spy Post," says Chris Matthews, Global Marketing Integrations Manager for Specialized. "This was a huge team effort that came together very quickly. We ended up with a campaign that many people call the best branding in the company's history. This has been awesome. It was magic to watch it all come together."
Director Ian Schiller shot the two athletes spots on 35mm. For "Innovate," however, he chose to shoot on his newly purchased RED camera due to a tight timeline. Spy Post's RED workflow capitalized on the company's extensive Digital Intermediate experience with feature length independent films and recent commercial HD productions.
To achieve the look Schiller wanted and remained on budget, Spy Post decided on a cross-discipline approach, working closely with Schiller from pre-production to production to a complete postproduction workflow: offline edit with Ed Feldman, VFX clean-up by Ashley Rodholm, color grade with Chris Martin, and compositing and finish by Darren Orr.
Feldman, Orr and Spy Post Producer TJ Kearney joined Schiller on-set at Specialized, and the proprietary digital RED files were taken from set to Spy Post for Feldman's 2K pro-res offline edit in Final Cut Pro.
"Ian's vision for the campaign was moody and cinematic," explains Feldman. "On-set, we made sure we were on the same page in terms of how the machines were going to come to life and behave. Ian had a clear idea of his shots, and how they would build up to the end frame. With this vision in mind, we were able to discuss lighting references early on and through the edit. Sound design was also instrumental in building the cinematic and ominous feel."
"This was our first all-RED workflow so we did a lot of research and testing before the job started," adds Orr. "We made sure to identify all potential problem areas by running mock assignments, and had a nailed-down system in place. Ian is very technical and a great director to work with. He knows exactly what he wants and is very well organized. He's analyzed the footage and looked at the spots in detail. It was a real pleasure to work with him."
"This has been the smoothest postproduction process I've ever had," comments Director Ian Schiller. "I really appreciated the collaboration from pre-production through to final delivery."
All four spots will air during the Tour de France on Versus in the U.S., OLN in Canada, Euro Sport (57 countries), Japan and South Africa. All spots will also be available on the Specialized website, http://www.specialized.com
ABOUT SPY POST
Spy Post, headquartered in San Francisco, is a full-service creative boutique with deep technical knowledge and post-production expertise. The company combines seasoned colorists, editors, artists with a state-of-the-art facility that includes a Spirit 2K Plus datacine, da Vinci 2K real-time color enhancer, switchable Avid and Final Cut Pro offline-edit suites, compositing and visual effects suites with Flame, and multiple 2D / 3D workstations for visual effects and animation. Spy Post has worked on nationally broadcast spots, award-winning independent films, and box office leading Hollywood blockbusters. For more, including artist reels and recent projects, visit http://www.spypost.com
Client: Specialized Bicycle Components
Global Marketing Integrations Manager: Chris Matthews
Spot Title/Airdate: "Innovate" :30, :60 / July 7, 2008
Director: Ian Schiller
Motion Graphics: Lee Broughton
Editorial, VFX & Postproduction Company: Spy Post
Producer: TJ Kearney
Editor: Ed Feldman
Finishing - After Effects: Ashley Rodholm
Colorist: Chris Martin
Composite & Finish- Flame: Darren Orr
Audio Post Company: Studio Guapo
Sound Engineer: Chris Forrest