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September 2012

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V Bits & Pieces Spot Welders cuts La-Z-Boy ENICE, CA — Paul Sabater of Spot Welders ( cut a package of La- Z-Boy spots featuring actress Brooke Shields. The campaign continues the chain's "Live Life Com- crew: "Guys, I thought we weren't doing this?" Shut Up features a nosey neighbor who wants to know where Shields picked up her new furniture. With each "La-Z-Boy" response, the neighbor smacks her What Post Readers Are Up To: fortably" message and takes a humorous approach to pointing out the furniture store's 85th anniversary. La-Z-Boy's agency RPA, teamed with @radical. media director Dave Meyers to create four TV com- mercials, a pair of online videos, print ads and other digital content. The Big Deal/Anniversary Sale commercial opens with Shields in the midst of an elegantly decorated living room, calmly discussing La-Z-Boy's 85th anni- versary sale. As she reflects on the chain's history, horns suddenly blast and balloons drop. She asks the La-Z-Boy's Shut Up and Big Deal/Anniversary. and yells, "Shut up!" By the end of the spot, Shields text messages her response to avoid the hit. The campaign also includes Elephant and Neigh- bor. David Glean executive produced for Spot Welder. CO3's Stefan Sonnenfeld handled color correction. Baked FX provided VFX, and Blind cre- ated the titles. The spots were mixed at Lime Studios in Santa Monica by Lindsey Alvarez. MindSmack edits C300-shot spot N EW YORK — MindSmack ( was called on to create an international commercial for Non-Stop energy drink. Shot on location in Hong Kong last spring, the spot was directed by Antoine Manceaux and edit- ed by MindSmack's Paul DiNatale. The project was one of the first to be shot in Hong Kong using the new Canon C300. The production team also used two additional Canon 5D Mark2s with 14mm lenses for B-roll and embedded effects. The key grip mounted them with a doggi-cam set-up, helping to capture the mes- senger's scary POV. "This was an incredible experience from start to finish," notes Manceaux. "The prep started in New York at Mind- Smack. We Skype'd people in Hong Kong in order to give the best treatment to the client, based in Kiev, Ukraine. Then I had endless discussions with the Berlin-based DP Sven Siegrist. We were on the same page from the get-go. It was quite an ambi- tious project to pull off at this budget range, but the challenge was worth it because it was such an original project." The project was shot with a minimal crew, guerilla-style. The entire post process, including editing, sound mix and color correction, took approximately two weeks. 4 Post • September 2012 right now MUSIC: "At this moment, I am listening to Opensouls. I listen to a lot of music from back home in New Zealand. It has a particular sound." DEVICES: "My iPad. It's great on the train. I use Log Me In (a remote desktop app). I also read comics on it. It's cool because you can look at a whole page or a single cel." TV: "I don't have a TV. It's all iTunes and Hulu. I like a lot of the Showtime and HBO programs. As an editor, I love docu- mentaries, too." Katie Hinsen Editor/Finishing Artist Goldcrest Post/NY Sometime Post contributor Michael Goldman has authored "Clint Eastwood — Master Filmmaker at Work," a coffee table book from Abrams Books (www., with a foreword by Steven Spielberg and preface by Morgan Freeman. In covering all 32 of Eastwood's directorial efforts to date, Goldman offers a story told through on-set anecdotes from his lifetime of collaborations.

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