by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
button in toolbar for more information.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Please subscribe by clicking on the link to receive
Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : July August 2008
Cenovis (cumminsnitro, Brisbane) Toyota Corolla (Dentsu Beijing) - Director: Mako Hirano (Cheers Films Shanghai) Target (The Campaign Palace) - Director: Damien Toogood (Luscious) H20 (DDB Shanghai) - Director: George Muskens (Dragonslayer) Strepfen (Agency: Euro RSCG, Sydney) CUTTINGEDGEREBOOT Usually when a post house starts tearing up the carpet and slapping new artwork on the walls it’s all smoke and mirrors. Same people. Same equipment. New lava lamps in the foyer. But at Cutting Edge the Chippendale refurb is more than cosmetic. The place is motoring ahead on substan- tial changes and new EP Sharon Pearson has her foot jammed down hard on the accelerator. “MOST OF THE PEOPLE I’ve worked with over the years are pretty per- ceptive,” says EP Sharon Pearson. “They know when a place has the gear and the people who can offer a total creative solution. So for me, the challenge since arriving in late 2007 has been to make sure the changes were real. Management came to this with an open mind and backed me all the way. That makes my job easier and it sends a clear message to everyone in the team that we’re kicking into top gear.” One guy on Pearson’ s shopping list was Hugh Seville . His va st experience at fx based post facilities has mad e him one of the most sough t af ter comp ositors in the country. So Cu tting Ed ge was thrilled to get him. One of the reasons Seville decided to join was the atmosphere: “I felt really comfo rta ble and exc ited. There was a real buzz, like everyone knew we were ridi ng a wave of change, so being a part of the cre- ative team here is brilliant.” Steve Anderson was in Pearson’s sights too. The star animator came in initially on a freelance basis. But when he realised that Cutting Edge had such a great artistic environ- ment, and how determined Cutting Edge were to build a top animation department, he decided he just had to come on board. The Cutting Edge creative team includes vfx s uper vi sor Ron Rober ts, ed itor Mar k B ennet t, JU L Y /AUGUST 2 008 Star animator Steve Anderson and Cutting Edge’s new EP Sharon Pearson colourist Sc ott Macl ean and com- positor Paul Heagney. They’re a bunch of very ta lented g uys w ho enj oy wor king tog ether , and it shows. As a combo they give Cutting E dge a com plete g rasp of the post production process encom- passing editing , grading, animation and compositing. Interior designers got to play their part in t ransforming Cutting Edge too, b ut only after the w orkmen had f inished bo lting the lat est toys into new suites. As CEO Ray Smith s ays: “When you call yourself Cutting Edge, you have to be just that. We’ve invested in Baselight and all of the top gear together with the v ery best people to drive those machines – and not just for one or two rooms. I f your favourite suite is booked, you need to know th at t he one ne xt door i s just as good. “We ma de a p romi se t o Sharo n that we would bring in top creative talen t, b uy th e latest tech nolog y and r evamp th e déc or i n th e fi rst year. We’ve de livered on a ll th ree requests well ahead of schedule. So Cutting Edge k eeps i t p romises. The di rectors a nd cr eat ive t eams who co me h er e k now th at to o. They t rust us t o d eliver a nd we never let them down.” The ne w Cutting Edge r eel fe a- tures an impre ssive a rray of highly visible, stylish and memor able wor k. Fox tel, Flor a, T oyota Corolla, Bertolli, Strepfen, Paddle Pop, Finish, Hyundai and H2OH are j ust a f ew o f t he n ames t hat have dropped by Chippendale. So it looks like the changes have reboot- ed the Cutting Edge reputation and won them some nice ads to boot. CAM PAIGN B R I E F 63
May June 2008