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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : July August 2008
POST PR OD UCT ION Coca-Cola ‘Summer of us’ (SOM, Sydney) Director: Perry Bradley. Production Company: Film Construction ANZ (M&C Saatchi, Melbourne) - Director: Damon Escott. Production Company: Head Pictures Diet Coke (SOM, Sydney). Director: Stephen Lance & Damon Escott. Production Company: Head Pictures NAB ‘ATM’ (Clemenger BBDO Melbourne). Director: Justin Reardon. Production Company: Curious Film THE COMMERCIALS/FILMS The three partners of Postmodern – founder/ managing director, Andrew Robinson, visual effects supervisor, James Rogers, and facilities manager, Angus Reid – have each settled into a comfortable niche in the way they operate the company. Robinson’s remit is the commercials side looking after advertising agencies and production companies, Rogers supervises visual effects and feature films and Reid is the operations manager ensuring that whatever the other two concoct actually happens. 58 CAMP AI GN B RIEF WITH A CURRENT STAFF of 35 peo- ple, Postmodern, which is based in Sydney’s historic Ro cks area, has doubled its 3D team and increased its management te am with Josie King joining as executive producer and Chad Malbon coming on board as a producer from Animal Logic. “Chad’s acr oss b oth the featur e film an d comme rcial side of t he business and has made a big differ- ence to us as f ar as productivity is concerned,” says Robinson. While King will focus on market- ing in the local commercials market, there’s been an increase in the num- ber of jobs coming in from Asia. So far, most of the work from Asia has come via word-of-mouth. After working on several big jobs ou t of China, for e xample, Ebay’s ‘Wel- come to Ebay’ via Saatchi & Saatchi Chin a, and th e launch spot f or Lenovo for Dentsu Beijing, Chinese produ cti on compan ie s are n ow approaching Postmodern directly. “Ori gina lly i t start ed o ff as us doing post jobs for Australian direc- tors, now we do a lot of work with international directors though th e Chinese production companies. We did a Toyota commercial for Japan through a Chinese production com- pany with a French director,” says Robinson. “ In China it’s all ver y much about connections, word-of- mouth, doing a good job, and then Postmodern’s Fab Three cross Kent Street to their premises in The Rocks it flows onto the next one.” Upgrades have been made to the facility’s two Flames, Inferno, soft- ware and a new DI grading system, the Nucoda Film Master, has been added. Since expanding into the f eature film market – something originally driven b y recommen dations f rom commercials directors – there has been a steady flow of work from this sect or. C redi ts includ e G illi an Armstrong’s Death Defying Acts, the Spie rig bro the rs’ vampire fli ck, Daybreakers, and Postmodern is one of the pos t hou se s currently immersed in Baz Luhrmann’s epic, Australia. Several other confidential feature films are in the pipeline. Recent commercials work includes ANZ’s ‘Unlimited Transactions’, directed by Damon Escott of Head Pictures, via M&C Saatchi, and two jobs for Coke via SO&M – Coke’s ‘Summer of Us’, directed by Perry Bradley of Film Construction, and Diet Coke’s ‘Feel the Brightness’, di rected b y S tephen Lance and Damon Escott of Head Picture s. Then there’s NAB’s ‘ATM’, direct- JU L Y /AUGU ST 2 0 08
May June 2008