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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : July August 2007
Mitsubishi ‘380’ (Clemenger BBDO Sydney) Kellogg’s Nutrigrain ‘Beat Your Best’ (JWT Sydney) Vodafone ‘Best Mates Little Buddies’ (Lowe Auckland) Lynx ‘LynxJet’ (Lowe Hunt, Sydney) Ebay ‘Welcome to eBay’ (Saatchi and Saatchi China) POSTMODERN’SGOT OPER ATING TWO FLAMES , ONE INFERNO, Shakes, May a 3D and motion graphic suites with Final Cut Pro, Pos tmodern has a full - time staff of 25. James Rogers joined the company in 2003 after returning from six years in the US where he’d worked as a visual effects supervisor on fea- ture films including Final Fantasy and Animatrix. Meanwhile, Angus Reid has been at Postmodern since it fi rst open ed i n 2001 havi ng worked as an offline and online edi- tor at compani es i ncluding Videolab and Frame Set & Ma tch, a career that has seen him working with Robinson for the past 20 years. “We are very independent and we are owned and run by people who work here, we have active roles in the company which keeps the whole thing grounded because day by day we see the importance of doing a good job,” says Rogers. Recent commercials includes a global Heineken spot ‘Continental Drift’ for the Rugby World Cup, JU L Y /AUGUST 2 007 Nutrigrain’s ‘Beat your Best’ and Ebay’s ‘Thriller’. Rog er s spen t mu ch of Ju ly in China working on a Lenovo spot for the 2008 Beijing Olympics out of Dentsu Beijing, shot at locations including the Great Wall of China, Mongolia, Shanghai and Beijing. Postmodern has just finished the visual effects on its first feature film - Gillian Armstrong’s Death Defying Acts , which stars Catherine Zeta Jon es as M ar y M cGreg or , a Scottish psychic who has a passion- at e affai r wi th Har ry Hou dini, played by Guy Pearce, on a tour of Britain in 1926. While the visual effects on this job were designed to impact on filming as little as possi- ble and mainly involved enhance- men ts and locat ion chan ges to recreate street scenes i n the year 1926, Postmodern’s second feature is a visual effects-based film called Dayb reake rs . Di rect ed by t he Spierig brothers Michael and Peter, the vampi re flick s tar ring Ethan Hawk, William Dafoe and Claudia Karvan is currently in production on the Gold Coast and has a visual effects supervisor from Postmodern advising on set. The R&D that goes into s olving challenges o n f ea tures a re a lso being used in commercials, particu- larly when it comes to treating high- res images a nd h aving a s mooth- operating pipeline. “Everyone has the same software and hardware, but the most impor- tant th ing is th e pe ople yo u h ave and the pipeline - how you get the information f rom o ne p erson t o another, how th ey c ommunicate and make somethi ng look good by having t he c orrect l ayers a nd the cor rect b its and p iec es th at yo u need,” Rogers sa ys. “That’s the core thing and it’s probably where a lot of boutiques have the advantage in that they are smaller so they are able to turn around quickly. As we expand up an d d own we h ave t o enforce a very cle ar pipelin e t o make s ure t hat we ma intain t hat close co ntact and ve ry a ctive r ole for everyone working on it.” Robinson says the past year has been about a whole new attitude with a fresh team enabling them to work on a larger scale and improve the output: “Going forward, we want to cont inue to work in the local commercials market. Considering we are a local company it is always nice to be involved in the good jobs out there that we can say ‘wow, we did that’, but we are also looking internationally to China, Japan, the UK and the US where we are getting a lot of requests to quote – lately we’ve been quoting against The Mill a lot. We’ll contin- ue to supplement the commercials work with the f ilm path, it’s been a lot of fun for us, to do an interna- tional film for your first film is pret- ty outrageous, and to follow up with a second international film for your next one is even sillier, so we have walked straight into the film market. If we can do two films a year and our commercials work we will be pretty happy,” Robinson says. CAM PA IGN B R I E F 55
September October 2007
May June 2007