Post Magazine

June 2013

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postings A sound Rebrand L Riding Gear N EW YORK — Eyeball ( has produced a new :30 spot for Austrian-based KTM, a provider of off-road, street and sport motorcycle gear. The spot represents the company's first US commercial, and features professional riders Ryan Dungey, Marvin Musquin and Ken Roczen on four motocross tracks — three in Southern California and one at racer Ricky Carmichael's ranch in Georgia. KTM is looking to gain exposure in the American market. Eyeball's founder/executive creative director, Limore Shur, is an avid rider and has developed a Web series starring racer Chris Fillmore, who is sponsored by KTM and Shur. The KTM MX 2013 spot is designed to appeal to the everyday rider, though it shows professional KTM champions at the end. Four days were spent shooting the riders using Red's Epic, a cable cam and a remote control helicopters from Axom Digital. The commercial was cut in Final Cut Pro by Livia Cheibub. Adobe's After Effects, The Foundry's Nuke, Maxon's Cinema 4D and Sillhouette's Studio were used for compositing and effects. Jason Salo was the lead designer. Amber Kusmenko, John Stanch and Sophia Peterson provided 2D animation. Salo, Joe Brigati, Alejandro Monzon and Jose Lopez handled compositing. Music and sound design were developed under Eyeball's creative director, Alex Moulton. Freeform Five's Anu Pillai created the original track. Italian Masterpiece L OS ANGELES — Union Editorial's ( Marco Perez cut a new spot for Haagen-Dazs introducing the brand's frozen gelato. Argument has an Italian flair, with a fiery young couple erupting into a fight after the man arrives home. The wife has been pushed to her breaking point, but when she sees her beau has brought Haagen-Dazs gelato, she reconsiders reconciliation. Goodby Silverstein & Partners conceived the spot, which was directed by HSI/Person Films' Michael Haussman. Perez cut the project on an Avid Media Composer. It features an Italian dialogue track with English subtitles. Michael Raimondi and Caryn Maclean served as EPs. It's a Brand Wonderland N EW YORK — The Nation ( just wrapped up work on a new integrated campaign for Innovid, the developer of an immersive video technology platform. The campaign includes a Web video, microsites, banners and print ads. The Brands in Wonderland Web video was inspired by Alice in Wonderland and features a young woman exploring a world of interactive video. The Nation provided soup-to-nuts services, including the concept, casting, production, editorial and CG. The Web video was shot using a Canon EOS 7D Digital SLR camera. The actress was captured in front of a white cyclorama rather than a greenscreen. This helped with the compositing, as elements could be added to the white environment without the need to deal with green reflections. Cinema 4D was used for 3D and After Effects for compositing. David Wilson Audio in NYC provided music and sound design. The Nation also worked on Innovid's "Cats" campaign last year. 38 Post • March 2013 OS ANGELES — HiFi Project ( provided music and sound design for a re-brand of cable network Starz. The studio collaborated with ad agency Fallon on the campaign, which features visuals by Yu+Co. The project marks HiFi's most extensive sonic branding campaign to date; the studio more often works on commercials for the likes of Gap, Jaguar and Chevy. The network's new tagline "Taking You Places" served as the inspiration for both the visuals and sound. HiFi creative director/composer Paul Robb says he had a lot of freedom to create music that was thrilling, but never heavy-handed. The network, he says, didn't want music that was overly whimsical or cheery. Instead, Robb says they were looking for something that was "gripping, seductive, and premium." HiFi initially provided 60 original demos, from which network creatives chose five to explore further. Of the final five, a hero track was chosen. HiFi then arranged this hero track into five broad style families. All in all, HiFi Project produced 35 complete compositions, ranging from :02 to 3:00 in duration. HiFi credits include EP Birgit Roberts, composer Jason Murgo and producer Melissa Mooney. Murgo used Pro Tools with Native Instruments Kontakt 5, Spectrasonics Stylus RMX and Spectrasonics Omnisphere. Robb used Cubase for final edits and sweetening, along with UAD's Precision Buss Compressor and Precision Limiter, and Sonnox Inflator.

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