McDonald's Spot, 'Taste The Excitement' Taps The Colonie Editorial + VFX Talent To Introduce Touch-Screen Ordering Kiosk
- 9 years ago
The Colonie showcased the full range of its editorial, visual effects and postproduction services in a McDonald’s spot that creates a fun, carnival ride mood to generate excitement about its new touch-screen Kiosk ordering system, introduced in select locations across the country.
Cut by editor and partner, Bob Ackerman, “Taste The Excitement,” a :30 spot via Burrell Communications/Chicago, delivers a highly stylized, slightly surreal McDonald’s environment where customers can skip the counter and order a customized meal from a kiosks with a tablet-like screen offering a wide range of options.
The commercial relied heavily upon visual effects integrated with live action to tell its story.The complex FX scene tapped the full range of The Colonie’s collaborative team of multi-disciplined designers’ and visual effects artists’ talents and creative skills. Because of the tight turn around time Tom Dernulc, The Colonie’s senior VFX artist, got involved at the inception of the project to collaborate with the agency.
“By sending a VFX supervisor to the shoot we’re able to work closely with the client during the production phase, and bring a level of technical and creative expertise that ensured that the post process went smoothly,“ said Dernulc.
Once the footage was received, Ackerman immediately got to work on a rough cut. Even before sending the first cut to the client for approval, The Colonie’s FX department jumped into high gear and began constructing the opening and the closing of the spot. The spot was edited on The Colonie’s Media Composer and visual effects were created on Flame Premium.
“If we can get the broad strokes settled early, it gives us more time to focus on the small VFX details that aren’t necessarily scheduled into the postproduction timetable – and elevate the visual intrigue of the FX, as well as the ‘wow’ factor of the whole spot,” adds Ackerman.
“This commercial had a lot of moving parts. We were able to get involved in the pre-production phases, provide on-site visual effects supervision during the shoot, edit, create the visual FX and finish,” says executive producer, Mary Caddy. “The job was a great opportunity to showcase The Colonie’s full service capabilities."
CREDITS:
Product: McDonald’s
Title: “Taste The Excitement” :30
AGENCY: Burrell Communications / Chicago
CCO: Lewis Williams
Senior Producer: Sharon Kimbrough
CD/Copywriter: Rebecca Williams
Art Director: Rachael McLean
PRODUCTION CO: Original Films / LA
Director: Tony Petrossian
DP: Warren Hansen
Producer: Fuliane Petikyan
EDITORIAL + VFX CO: The Colonie / Chicago
Creative Editor: Bob Ackerman
Finishing: Tom Dernulc
Executive Producer: Mary Caddy
VFX Artists: Tom Dernulc, Paul Rosckes
COLOR GRADING CO: NOLO Digital /Chicago
Color Grader: Mike Matrusek
AUDIO CO: STIR /Chicago
Mixer: Amber Tisue
MUSIC CO: Sonixphere /Chicago
Composer: Greg Allan
Cut by editor and partner, Bob Ackerman, “Taste The Excitement,” a :30 spot via Burrell Communications/Chicago, delivers a highly stylized, slightly surreal McDonald’s environment where customers can skip the counter and order a customized meal from a kiosks with a tablet-like screen offering a wide range of options.
The commercial relied heavily upon visual effects integrated with live action to tell its story.The complex FX scene tapped the full range of The Colonie’s collaborative team of multi-disciplined designers’ and visual effects artists’ talents and creative skills. Because of the tight turn around time Tom Dernulc, The Colonie’s senior VFX artist, got involved at the inception of the project to collaborate with the agency.
“By sending a VFX supervisor to the shoot we’re able to work closely with the client during the production phase, and bring a level of technical and creative expertise that ensured that the post process went smoothly,“ said Dernulc.
Once the footage was received, Ackerman immediately got to work on a rough cut. Even before sending the first cut to the client for approval, The Colonie’s FX department jumped into high gear and began constructing the opening and the closing of the spot. The spot was edited on The Colonie’s Media Composer and visual effects were created on Flame Premium.
“If we can get the broad strokes settled early, it gives us more time to focus on the small VFX details that aren’t necessarily scheduled into the postproduction timetable – and elevate the visual intrigue of the FX, as well as the ‘wow’ factor of the whole spot,” adds Ackerman.
“This commercial had a lot of moving parts. We were able to get involved in the pre-production phases, provide on-site visual effects supervision during the shoot, edit, create the visual FX and finish,” says executive producer, Mary Caddy. “The job was a great opportunity to showcase The Colonie’s full service capabilities."
CREDITS:
Product: McDonald’s
Title: “Taste The Excitement” :30
AGENCY: Burrell Communications / Chicago
CCO: Lewis Williams
Senior Producer: Sharon Kimbrough
CD/Copywriter: Rebecca Williams
Art Director: Rachael McLean
PRODUCTION CO: Original Films / LA
Director: Tony Petrossian
DP: Warren Hansen
Producer: Fuliane Petikyan
EDITORIAL + VFX CO: The Colonie / Chicago
Creative Editor: Bob Ackerman
Finishing: Tom Dernulc
Executive Producer: Mary Caddy
VFX Artists: Tom Dernulc, Paul Rosckes
COLOR GRADING CO: NOLO Digital /Chicago
Color Grader: Mike Matrusek
AUDIO CO: STIR /Chicago
Mixer: Amber Tisue
MUSIC CO: Sonixphere /Chicago
Composer: Greg Allan