Post Magazine

November 2013

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anamorphic lenses, and Zoic finished the series in anamorphic 2K even though episodes were released on the sponsors' YouTube channels and other YouTube outlets worldwide. "The production value of the series was high, and the directors were always thinking film," McDougal says. "We don't treat the Web any differently these days. The series doesn't have to be limited to the Web," after all. The Power Inside, in which the Toshiba Kirabook Ultrabook with Intel Core i5 processor figures prominently, has been well received worldwide. UNIVERSITY OF CALIFORNIA With public education funding on the ballot last year, the University of California launched its "Onward California" campaign for the entire statewide university system with a robust online presence to reach its targeted audiences. To highlight the many ways the UC system is forward thinking and show how faculty and alumni are making a real impact on people's daily lives, a series of 30 short, branded documentaries were created by The Department of the 4th Dimension (The D4D) in Los Angeles (www.thed4dcom). The films showcase some of the world's leading visionaries and researchers who are part of the UC system. It was the goal of The D4D founder Matt Checkowski to find subjects that viewers would "want to watch as examples of great storytelling as an entry point to the larger message about the UC system." A shortlist of about 50 people was whittled down to a dozen or so compelling subjects who represent all 10 campuses in the UC system. "I think higher education has a unique opportunity to be successful with branded content if they're smart about their message and methods of audience engagement," he notes. "A truly successful Web film or series begins with choosing the right subject matter and continues after production into develop- ing the niche audiences around that passionate story." Indeed, the enthusiasm of Charlie "The Pope of Foam" Bamforth, PhD, professor of brewing science at UC Davis, just bubbles over in his films. And professor of geology at UC Davis, Dawn Sumner, is gleeful as she skims along the surface of Mars in a virtual reality environment comprised from images captured by the Mars Rover. For this project, Checkowsky had the subjects take viewers on a journey, whether they were in their campus work environments or out in the field. "We wanted this to feel per- The D4D helped the University of California create a series of branded documentaries that are part of its "Onward California" campaign. continued on page 46 Facebook users help Hawaiian Tropic pick 'New Face' NEW YORK — Editorial house Hooligan recently teamed up with Table of Content director Rick Knief to create a collection of videos for Hawaiian Tropic as part of the company's "New Face Contest and Sweepstakes." The campaign was conceived by Grey Advertising and called on Facebook users to help crown the next spokesperson for the iconic sun-care brand. They could also win prizes. Hooligan cut five unique video bios — one for each finalists. In each, a young woman shares her personal story and details why she might be a good fit for the Hawaiian Tropic brand. Ultimately, voters selected 22-year-old Tampa native, Danielle Erb.  Editing supervisor/partner Eric Carlson led the Hooligan team, which included Pete Slife, Erin Bowser and Zach Hinden. Each :60 video consisted of footage from interviews, fashion shoots, brand and product testimonials, B-roll and photography. "Rick's enthusiasm was the key to getting everyone on board and making these films exceptional," notes Carlson. "While they were shot for the Web, they look as polished as TV spots. Not only are they well art directed and beautifully shot, the entire production was executed with sheer professionalism under Rick's direction."  The two-day production took place in New York City on a SoHo rooftop. Carlson attended the shoots in order to prepare his team for the short post turnaround. "We shot run-and-gun documentary-style and then edited in multiple rooms at Hooligan in order to meet our deadline," notes the director. "Being on-set provided the necessary foresight for getting all of our editors on the same page," adds Carlson. "It just made sense to bring on three editors — we had the dailies on a Monday and finished the following Friday. Pete, Erin, and Zach each brought their own aesthetic and something visually unique to their assignment. Rick wanted the women's unique personalities to shine through, which can be difficult to capture with just the shoot, so we tried to hone his ideas with editorial techniques." "Grey had a specific look and concept in mind," concludes Knief. "Editorially, they liked examples of our work using split screens and thought it would be a great way to capture the essence of the girls in one-minute windows." Matthew Rosenblum served as colorist on the package. Post • November 2013 23

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