Toronto Agency Brandworks International tapped Rooster Post editor Dave De Carlo to “be a part of it” in helping create 2 spots, part of a major international campaign for The Ontario Media Development Corporation (OMDC) showcasing Ontario’s thriving cultural media sector.
The campaign encourages consumers and investors to “be part of it” by buying Ontario’s award-winning cultural media products and investing in the province’s dynamic companies because “we’ve got it going ON.”
De Carlo is a talented young editor who is very much in demand on-set for his extensive visual effects knowledge and collaborative approach. He says, “From the early discussions with the agency, we wanted the spot to feel anthemic – the kind of spot that makes you want to stand up and cheer or at least turn to the person next to you and say ‘Wow, I didn’t know THAT was done here!?”
The TV spots feature images of television and Hollywood stars who have worked here, such as Julianne Moore and Paul Giamatti, and singers like Justin Bieber and Drake, sending the message that Ontario is a hip locale. Other media sources featured include publishing, video games, music, and digital media.
“The trick to cutting a good montage spot is keeping the flow – using movements and light to direct the viewers eyes.” Says De Carlo, “A decade cutting music videos has given me lots of time to play. My assistant editor, Yumi Suyama was a tremendous help finding me great pieces of footage to work with – she literally had boxes and boxes of tapes, hard drives and discs arriving daily until the day we shipped the HD master.”
The TV spot which will air during this year’s Oscars broadcast features more than 80 Ontario companies and world-renowned cultural exports, plus a soundtrack by Juno winning indie band Metric. The campaign also features print, digital and an interactive website developed by Brandworks International.
Says De Carlo, “I was thrilled to find out the music track we would be using was Metric’s ‘Gimme Sympathy’ being a fan of the band. The Metric track helped me stitch together a journey – providing motivations for cuts and a point of continuity throughout the spot.”
He is quick to mention however, that post-heavy executions rely on a talented team to pull off. Rooster Post is lucky to have Track and Field VFX, a visual effects, design and compositing company under the same roof.
“I was very fortunate to have an incredible post production team led by our two senior Flame Artists Mike Bishop and Ernie Mordak and our two incredibly talented animators Steven Hollman and Tom Morrison.” Says De Carlo, “We really tried to give every media sector some great memorable moments. Steven set the tone in the early stages with very intricate ‘Style Frames’ of what he thought the animation could do to help elevate the spot’s appeal. Having Steven down the hall was such a great asset to help the agency visualize the animated sections of the spot. Eric Whipp at Alter Ego Post did the final colour grade, creating a subtle yet extremely rich connection through all the material. He made all the footage regardless of the medium feel natural in the spot.”
The campaign drives home the message that creating entertainment the whole world enjoys brings thousands of jobs, and billions of dollars to Ontario. “Be a part of it. We’ve got it going ON.” And that’s great news for the 300,000 people currently working in the creative media sector in Ontario – one of the fastest growing industries in this province.
Agency – Brandworks International Inc.
Agency Executive Producer: Ron Chapman
Agency Producer: Kate Dale
Creative Director: Michael Clancy
Group CD: Frank Tino
Art Director: Amanda Wood
Principal, Account Director: Lorne Kirshenbaum
Account Director: Bill Macdonald
Account Supervisor: Alexandra De La Cadena
Editor & Technical Director: Dave De Carlo
Editorial Assistant: Yumi Suyama
Post Production: Rooster Post Production
Online House: Track & Field VFX
Design Director/Track & Field VFX : Steven Hollman
Animation & Graphics: Tom Morrison, Andrew Vucko
Inferno & Smoke Artists: Mike Bishop & Ernie Mordak
Colour: Eric Whipp @ Alter Ego
Music: Boombox Sound
Music Track/Voice: Metric “Gimme Sympathy” Emily Haines