Issue link: https://digital.copcomm.com/i/22819
How this relationship is evolving. By Christine Bunish Agencies and Post BPN’s John Heinsma and Scott Fox on set: Digital Kitchen provided stop-motion animation for these Oregon Lottery spots. See page 34. E 32 Post • January 2011 arly involvement, clear communication and close collaboration mark the relationships between ad agencies and post vendors these days.With visual effects a part of almost every commercial, getting VFX studios on board be- fore production begins is essential. Creative editors and finishing houses are also consulted at an early stage — and may turn up on set — to ensure a smooth post workflow and ample assets for platforms beyond broadcast. WIEDEN + KENNEDY The prevalence of VFX in commercials today prompt early com- munication and close collaboration with post vendors, notes Dan Blaney, a producer at Wieden + Kennedy/New York (www.wk.com). “There’s often some level of VFX in most jobs now. It may not be as complicated as a CG creature or an athlete flying through the sky www.postmagazine.com with a jetpack, but there’s always some post to account for,” he says. Of course,“for complicated VFX jobs we tend to embrace the re- lationship between the director and the VFX house. It’s incredibly im- portant: a shorthand, a chemistry is developed between them, espe- cially with directors who constantly do complex VFX work.The ear- lier we involve the VFX house in the production process the better, as it means they can have input on the methodology at a crucial point when decisions about the way the commercial will be shot are being made.This enables them to capture the elements we need to achieve the VFX in the best possible way. Great collaboration with the post company eliminates the traditional ‘fix it in post’ mentality!” Blaney cites Biscuit Filmworks director Noam Murro and LA- based VFX house Animal Logic, who teamed on the effects-inten- sive Nike Air Jordan Dwyane Wade “Dominate Another Day” cam- paign.“We had an incredibly ambitious schedule: a little over a week