Issue link: https://digital.copcomm.com/i/889023
www.postmagazine.com 7 POST OCTOBER 2017 BITS & PIECES for Collaborative Media Production Networks Shared Storage Solutions See us at NAB NY, October 18-19 at the Javitz Center, booth N235 LUCKY POST EDITS NEW '4-LETTER WORD' CANADA DRY SPOT DALLAS & AUSTIN, TX — A new video presented by Canada Dry exposes the complicated feelings as- sociated with the notion of busy and how, to many, it's a four-letter word. The documentary project, "Busy Is A 4-Letter Word," via The Richards Group, directed by Kyle Ruddick and edited by Lucky Post's (www. lucky-post.com) Marc Stone, sets the stage for a tricky and often emotion- al conversation between duos who perceive busy differently. According to Stone, who edited the project on Adobe Premiere, "The style of the project is meant to reflect these real moments. Not reality TV, as much as people being asked questions that are meant to be answered honestly. The look is minimalistic (just a simple couch in a white room) which allows us to focus on the individuals and what they are saying. That style went hand in hand with the technique, which was to emphasize the answers and let them play out. For instance, staying on the couple to really see how the words impacted her was powerful. You obviously have to edit a sequence for the message to be con- veyed quickly and easy to understand, but you also want the realness of the performances to stand out." Each side is utterly relatable — from those who feel invigorated and those who feel overlooked. Secretly asked to write down what they per- ceive when the word busy is elicited, the difference between the user and receiver is startling and the reaction, powerful. Stone blended the many genuine and varied responses, as unique as the duos themselves, into the bigger picture story about what Canada Dry refers to as an epidemic of busyness. As the couples (husbands and wives, best friends, a father and son) come together on a solitary green couch, they begin to understand each other's impressions and the importance of taking time for what matters most. "You can approach this 'epi- demic' in many ways visually" says Stone, "but editing real people and real conversations has intrinsic and powerful relatability, you just have to find the nuances that bring together the individual stories into one cohesive movement."