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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : July August 2008
POST PR OD UCT ION Honda ‘Different Beat’ (DraftFCB, Melb) - Director: Patrick Hughes (@radical.media) Nokia ‘Fairytale’ (Lowe, Sydney) - Director: Mark Malloy (Exit Films) Sorbent ‘Homecoming’ (Clemenger BBDO, Melb) - Director: Tom Kuntz (Walkabout Films) Schweppes ‘Burst’ (George Patterson Y&R, Melbourne) - Director: Garth Davis (Exit Films) DIGITAL PICTURES Almost two years since a decision to expand Digital Pictures’ Editing and Post Design division, the team is confirming its position as a fresh alternative for Melbourne’s advertising community. Their strategy of nurturing client relationships and recruiting a fantastically creative and talented new team is proving to be a winning combination. 54 CAMP AI GN B RIEF After a great showing at the Ju ne MADC awards, where up to 20 of their projects were winners or nom- inees, the team are keen to build on their recent success as they contin- ue thei r develo pment a nd imple- ment new and exciting s ervices for their expanding client base. Whi lst the oc cupants of the ol d Butter Factory in South Melbourne have played host to the adver tising and e ntertainment industri es f or decades, Digital Pictures is a rela- tively new entity on the editing and post design advertising landscape. And more so if refer ring to h igh profile, hi ghly cr eative editing and post des ign work. To a ppre ciate how far they’ve come, it’s important to understand where it all began. Says Digital Pi ctures Mel bourne general manage r, John Fleming: “When we brought in Elle (Bilston) we were really adamant th at with the r ight set o f priorities a nd the best people in place, we could have something unique to o ffer the mar- ket. The Editing & Post Design business at Digital Pictures is a rela- tively small, boutique operation but pair i t up wi th the not inconsider- able creative firepower of I loura with their 3D, 2D and design teams, and Flagstaff ’s superb creati ve sound design offering, you have an incr edibl y comp ell ing creative resource to consider. When you’re dealing wi th re duced budgets and short deadlines that takes a g reat deal of stress out of the equation.” Says Elle Bilston: “T he Digital Pictures I knew when I first started mainly got involved at the ta il end of a project, but with so many great clie nts alrea dy using our colo ur grading and compositing, i t was a natural extension for us to off er inspir ing offl ine ed it ors t o Melbourne’s storytellers. Onc e the decision had been made to do this, it became about defining what the priorities should be for our cli ents and building a strategy that allowed us to provide a full solution with an outstanding level of creativity and quality.” Twelve months later and half of the new te am that would turn this busine ss around were already in place. Colourists Martin Greer and Ede l Rafferty h ave a solid back- ground with Digital Pictures, and Elle quickly added two talented Smoke/Flame Editors to the crew; Eugene Ri char ds and M ar k McKenna. Handpicked Post Producers, who understood the challenges of film producer’s and agency needs were enga ged, lea ving space for two award-winning Offline Editors. Jo Scott was first on boar d havi ng returned from a decade working in the UK for high profile outfits like Cut & Ru n and Hu ngryman . While Rohan Zerna’s appointment in March completed a great team, passiona te a bout their craft and JU L Y /AUGU ST 2 0 08
May June 2008