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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : CBNAT SEPTEMBER 2013
POST PRODUCTION CAMPAIGNBRIEF SEPTEMBER/OCTOBER 2013 FSM HAS ENTERED ITS THIRD AGE with boosted creative talent and fresh kit. A sustained vigour for its upgraded offering abounds. Clients find the accessibility and creative efficiency of flame compositors, colourists, editors and sound design on site greatly enhancing and streamlining the creative process. The addition of a directing roster has raised the bar once again. Newly formed FSM Create encom- passes FSM's creative directors, Emile Rademeyer and Andreas Wanda. Adding director Phil Meatchem (ex Filmgraphics) com- pletes a team both nimble and cre- atively competitive. They hit the ground sprinting directing Grand Prix Mobius awarded TVC for Animals Australia, as well as intri- cate animation projects for Tourism Australia, Coco Pops and S-26. Notably the launch of 50Below -- an independent sound design and mixing studio for TV and radio with engineer Nigel Crowley at the helm - has significantly broadened the post house's capabilities and added value to a wide range of clients. Says Rick Schweikert, FSM man- aging director and co-founder: "The market demands change on One stop Post redefinedasFSM ushersinnew era One of the most established post houses in the country, FSM has undergone radical evolution. Appointment of A-grade creative talent and revamped sound facilities with a comprehensive tech upgrade, the post house continues as an evolving force, consistently growing its unshakable presence . so many levels, but what never changes is the need for a consistent level of quality, dedication and understanding of all facets of the post process. That's just one of the things we calmly do best." When pigs flew A highlight this year was taking out the top spot in the Mobius Awards VFX category for the TV, cinema and online campaign 'Make It Possible' -- a commercial aimed at preventing animal cruelty for Animals Australia via Sydney agency Loud. The award is considered a testa- ment to the focus and ongoing development of FSM's animation and 3D capabilities over the last 18 months. FSM produced all compo- nents of the campaign from edit to complex 3D animation and final integration. The technical acclaim for the campaign was quickly eclipsed by the star of the show, Peanut, a charming, young CG pig that not only leads viewers through a real animal factory farm but also sings and flies -- yes, flies. It had to be done. For Coco Pops via JWT, sophisti- cated technology combined with extreme visual simplicity. The Marco Polo TVC launched featur- ing an up-close-and-personal approach to the stalwart cereal brand - a Coco Pop filming another Coco Pop at macro level. FSM managed the live action along with editing, grade and final compositing. Wanda, says that the team identified challenges early on. "We set the scene for our minia- ture world at sunrise on a beautiful morning with warm light streaming through the air. That's exactly how we wanted it to feel - actually in this luscious milk pool with these child- like Coco Pops." Child's Play The animated spot for S26 via DDB tracked the transformation of a drawing into a real adventure. Following the journey of cute tod- dler Abi, the TVC ventured into the magical world of a child's imag- ination. A drawing on the family's fridge comes to life and Abi travels through the world of magnets, drawings and postcards. Co-director Rademeyer says bringing Abi's imaginings to the screen was a true collaboration: "We drew on the illustration skills of Phil Meatchem for the character design and joined with the team at Tui Studios for traditional 2D ani- mation." All props were designed and handcrafted by FSM designer Melissa Mai, sculpted from Fimo clay, baked in FSM's kitchen oven and painted by hand. Broadening horizons Phil Meatchem's skills have added a new dimension of talent to FSM's busy team as it embraces growing client demands. He has helped develop some of Australia's most iconic animated characters includ- ing Louie the Fly, Mr. Reach plus others for Optus and Whiskas. Meatchem's illustration, character design and painting also carry sig- nificant weight in the art world and his talents were showcased recently as finalist at the 2013 Bald Archy. Offering sound design, voice recording, VO casting and direct- ing, plus an array of sound advice, UK expat Nigel Crowley is an acclaimed sound engineer who began his career in aeronautical engineering -- naturally. The in- house studio has been completely renovated and re-equipped with the latest Pro Tools HD system. Crowley set up the highly regarded 750mph, still one of the most suc- cessful audio studios in the UK. During this time he worked on an incredible array of blue chip brands including Nike, Stella Artois, Coke and Honda. As an added bonus the sound stu- dio is not just for clients finishing work at FSM, but is available for anyone requiring world-class sound design. There are many post houses. There are many sound studios. There are many creative depart- ments. The magic lies in the combi- nation -- the power of three. Bringing together the established prowess of FSM, a superstar team and state of the art facilities - FSM, FSM Create and 50Below are on track to be far greater than the sum of their parts. Andreas Wanda Phil Meatchem Emile Rademeyer Nigel Crowley Animals Australia 'Make It Possible' via Loud - top spot in VFX category at this year's Mobius Awards S26 spot via DDB Sydney Coco Pops spot via JWT Sydney
Campaign Brief May-June 2013
CBNAT NOV-DEC 2013