Issue link: https://digital.copcomm.com/i/6359
34 Post • January 2010 www.postmagazine.com says. "If KG said, 'That's butter,' the shoe would turn into butter."Visual effects used to represent the shoe include stop-frame ac- tion, animation and "a lot of different styles." Milner notes that, thanks to today's liberating technology, you can take a simple idea — a conversation — "and turn that over to Andy Hall and the guys at Elastic and suddenly you're riding on this crazy, fantastic journey through their imaginations. How fun is that?" A more conventional promo — if you call doubling and tripling of your onscreen talent via expert compositing traditional — is Adi- das's It's on Me for We, which A52's Patrick Murphy directed using the Red camera as well as a high-speed kit. Par t of the Adidas "Brotherhood" campaign, this spot features the Chicago Bulls' Rose bringing the ball down court with six (rather than four) fellow NBA stars moving across an ethereal white set (and wearing Adidas sneakers).The stars' voiceovers describe their responsibilities ("It's on me to…") as slo-mo shots evoke exag- gerated hang time and dramatic slam dunks while intricate compositing multiplies up to 24 basketballs heading for the hoop. "It made things so much easier shooting digital," Milner says. Stefan Gaillot was A52's Flame artist. Milner and Holland appreciate the effor t and talent RPS's editing team, featuring Jon Hopp, provided. "Those guys put so many hours into this," says Holland. "We worked with three or four editors but they killed it. They did everything we asked and [more]." Milner and Holland will shoot anything from 35mm to Red to Canon 5D.The agency even bought its own Sony HD camera and Holland says they can pitch new concepts to clients with video they shot themselves. 180 LA got a news media boost from their recent tongue-in-cheek spot for Boost Mobile. Even Bill O'Reilly discussed on his show the naughtiness of a Milner/Holland spot with an animated Mrs. Claus cavor ting with Frosty the Snowman. (The theme is, if you think this is wrong, paying too much for cell phone services is even worse.) The two CDs are open to lots of media possibilities and the Boost :30 was created in retro stop- motion style — and on a tight budget — by Rohitash Rao at Curious Pictures in NY. "Without a doubt, all these advances in technology are having an impact on ideas that guys are coming up with," says Milner. When you see entirely synthetic, fantastic new worlds created in CG in movies, you begin to think, "What's to stop me from doing that for my clients? And the client is thinking the exact same thing." He adds, "The reality of where we are right now is, the onus is on us to figure out how to be clever and get things done. The clients are not asking for less work. And they're not asking for smaller ideas. The smartest, biggest idea is going to win." . B U L L E T "People feel that a message is more au- thentic when it has a more rough feel to it," Bullet's Damon Webster: "There's a lot of different ways people can communicate, but it's still about a conversation." They worked with Agency 16 on this 1800 Tequila Advertising's Changing Equation