Viewpoint Creative Launches “BIG” Campaign for Discovery
Boston, MA & Los Angeles, CA (PRWEB) June 11, 2004
Viewpoint Creative is currently completing production on six promotional spots for the new Discovery series, “Big”. “Big” is a one hour show where each week a team of craftsmen, fabricators, builders, designers and artists are challenged to THINK BIG and BUILD BIG. The challenge might be a margarita the size of a four story building or a 200 pound pop tart launched from a toaster the size of a garage, nothing is out of the question. The spots will be used both on and off DiscoveryÂs air to launch the new series.
Discovery presented the Viewpoint Creative team with six scripts. Viewpoint’s job was to evolve, sharpen and prepare the scripts for filming. “Once the project was awarded,” commented Executive Producer, Dave Shilale, “and we had selected a director and production company we had eight days to prep the shoot. We filmed in six different locations in the Los Angeles area over the course of three days. Aside from time, the biggest challenge during the shoot was making sure all of the ‘big’ items in the spots looked like they were actually in the scene. We did this by shooting backplates and then bringing in the practical object in the same lighting set-up, monitoring camera position and framing.”
“Visually we wanted to create an engaging, lighthearted, but funny campaign that didn’t overstate the obvious,” added Creative Director, Joseph Kiely. “Real objects blown up to a heroic scale placed in mundane vistas gave us the canvas to paint uniquely American situations of doing it ‘because we can!’ Playing up the subtly in the comedic performance made the situations believable in a slightly off kilter way.”
“This project is a great example of what we offer as a company,” stated Creative Director, Michael Middeleer. “We come in early in the creative process, working closely with the client to shape writing and visuals, and then crank it into high gear, putting together the production, special effects, design and post. It’s hard to believe that we had the first spot ready for air within 3 weeks.”
Viewpoint Creative is an award-winning creative services firm providing clients with an exceptional range of advertising and design solutions to promote their brands. From concept to completion, Viewpoint Creative delivers extensive national and international experience in television, print and radio production. Clients include Showtime, HBO, Discovery Networks, ESPN, Travel Channel, DIRECTV, FX, SciFi Channel, PBS, Court TV and History Channel International.
The press release text and QuickTime movie are available at:
http://www.viewpointcreative.com/vpt_site/VPS_PR/5_04_Discovery_Big/
For more information about Viewpoint Creative’s award-winning creative services contact Amy Coblenz, Director of Business Development at 781-449-5858 or [email protected].
Client:
Discovery Communications
Agency:
Viewpoint Creative, Boston/Los Angeles
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