From:
http://www.designinmotion.com/brief/mainv/0,2444,36027,00.html
FilmCore Edits Lexus 'Minority Report' Tie-In Spot
By Katie Makal
June 18, 2002
FilmCore's Paul Norling edited "Warehouse," a :30 television advertisement
for Lexus that features a sleek red sports car that won't appear in dealer
showrooms for another 50 years. Conceived by Team One Advertising and
directed by Villains' Phil Joanou, the spot promotes the automaker's tie-in
with the movie "Minority Report," which opens June 21, and centers on a
concept car that Lexus built expressly for the film. Visual effects for
"Warehouse" were created by Sight Effects.
Like the movie, the commercial is set in the year 2054 and centers on a team
of cops equipped with jet packs to enable them to capture a future criminal
in a Lexus sports car; in the world of the movie, criminal behavior can be
predicted before the actual crime occurs. The spot is packed with
eye-popping special effects as the cops swoop through a gargantuan warehouse
structure and use high-tech night vision devices and robot drones to root
out their man. At last the cops spot him and conclude they have him trapped;
however, the man, who appears only in shadow, shifts his red sports car into
gear and easily leaves them in his dust.
Norling's role was to make the story as clear and dramatic as possible in
light of the large volume of special effects in the spot. "In a lot of
cases, I was editing empty backgrounds and had to imagine what they would
look like and how they would play after all the effects elements were
added," he explained. "In some cases, we had rough elements to use as
placeholders, but the effect is not the same."
"You have to previsualize the effects and not over-edit," he added. "When
the effects are put in, things tend to go by faster than you had imagined."
The most exciting section of the spot is the chase scene. Norling tells the
story through a series of brisk, tightly punctuated moments that shift back
and forth between the point of view of the cops and the man in the car. For
a split second, it appears that the man is snared. "We got him," says the
lead cop. But a quick cut to the car's hood ornament playfully suggests that
the game is not over. An instant later, the car is gone.
"Paul and FilmCore went above and beyond on this project," said Team One
producer Jack Epstein. "Paul's first cut is the cut that's on the air.
CREDITS
Client: Lexus
Agency: Team One Advertising, El Segundo
http://www.teamoneadv.com
Creative Director:
Tom Cordner
Art Director: Tito Melega
Copywriter: Josh Ster
Producer: Jack Epstein
Production Company: Villains, Beverly Hills
http://www.villains.com
Director:
Phil Joanou
Executive Producer: Robin Benson
Director of Photography: Jeff Cronenweth
Producer: Lori Boccacio
Visual Effects Company: Sight Effects, Los Angeles
http://www.digitallab.com
Visual Effects Supervisor:
Alan Barnett
Animators: Stephen McClure
Chris Wells
Kim Dail
Jason Mortimer
Dariush Derakhshani
Producer: Jeff Blodgett
Editorial Company: FilmCore, Santa Monica
http://www.filmcore.com
Editor:
Paul Norling
Executive Producer: Therese Hunsberger
Assistant Editor: Tiffany Burchard
Producer: Christie Price
Post-Production Company: Sight Effects, Los Angeles
http://www.digitallab.com
Colorist:
Mike Cosola
Compositors: Joan Cruz
Chris Stevens
Brian Buongiorno
Music Company: Elias Arts, Santa Monica
http://www.eliasarts.com
Composer/Arranger:
Jimmy Haun
Creative Director: David Gold
Audio Post House: Skywalker Sound, San Rafael
http://www.skysound.com/site.html
Engineer/Mixer:
Bob Edwards
