(Los Angeles, California--April 4, 2014) MPC LA teamed up with RESET Director Johnny Green and Deutsch LA to unleash an all-new ad campaign for HTC. In a rare commercial appearance by acclaimed British actor Gary Oldman, the campaign brings an unconventional and clever twist to this latest commercial execution to unveil the HTC One M8 smartphone. Instead of focusing on the device’s innovative features, the campaign goes against the grain with a direct and understated approach that challenges viewers to “ask the Internet” if they wish to learn more about the HTC One, which is ultimately "designed for people who form their own opinions."
Enhancing the story, MPC developed subtle yet impactful visual effects to craft the perfect atmosphere without overwhelming Oldman’s witty performance and provide a welcome change to the bright, cheerful ads from rivals.
Led by Mark Holden, the MPC VFX team provided the dramatic cityscape matte paintings throughout the campaign to bring the iconic Hollywood Hills environment to life. Colorist Mark Gethin was integrally involved, carrying out initial color then a master grade once the backgrounds were composited to set the perfect mood and tone.
Client: HTC America
President: Jason Mackenzie
Vice President, Marketing: Erin McGee
Senior Director, Brand: Zola Kane
Agency: Deutsch LA
Chief Creative Officer: Pete Favat
Group Creative Director: Gavin Lester
Art Director: Nick Spahr
Copywriter: Alex Flint
Director of Integrated Production: Vic Palumbo
Executive Producer: Rachel Seitel
Production Resource Manager: Evan Aronson
Music Director: Dave Rocco
Production Company: RESET
Director: Johnny Green
Director of Photography: Mathew Libatique
Managing Partner, Executive Producer: Dave Morrison
Executive Producer: Jeff McDougall
Head of Production: Jen Beitler
Producer: Heather Heller
EDITORIAL: Final Cut
Editors: Jeff Buchanan, Adam Rudd
Executive Producer: Saima Awan
Assistant Editor: Hilary Ruggiano
Producer: Suzy Ramirez
VFX: MPC LA
Executive Producer: Elexis Stearn
Producers: Abisayo Adejare, Brian Friel
VFX Supervisor: Adrian Hurley
VFX Team: Mark Holden, Ben Davidson, Jason Heinze, Arthur Argote, Adrian Leva
Grade: MPC LA
Colorist: Mark Gethin
Music Composition: Human
Sound Design: Henryboy
Audio: Lime Studios
Mixer: Loren Silber
Executive Producer: Jessica Locke
About MPC: moving-picture.com
is a creative studio who craft spectacular visual experiences in any space, on any screen. They have been global leaders in VFX for over 25 years with industry-leading facilities in London, Vancouver, Los Angeles, New York, Bangalore, Montreal, Amsterdam and Mexico City.
Renowned for adding visual wonder and creative expertise to the advertising, film and entertainment industries, some of their recent projects include films such as ‘Life of Pi,’ ‘World War Z,’ ‘The Lone Ranger,’ ‘The Secret Life of Walter Mitty’
and ‘Man of Steel’
and Advertising campaigns for brands such as Coca-Cola, Nike, Sony, EA and Dell.
Their broad range of skill-sets provide a multitude of creative solutions, including concept design, previz, shoot supervision, 2D compositing, 3D/CG effects, animation, motion design, software development, digital & experiential production, color grading for advertising and any combination of these services.
MPC is a Technicolor Company