Tag Archives: VFX

Dave De Carlo’s VFX and Editorial Is The Right Mix for Anomaly and Bud Light Radler

Dave De Carlo’s visual effects expertise is just as impressive as his editorial skills. When the creative for Bud Light Radler dictated the need for an on-set visual effects supervisor, Dave De Carlo provided the perfect combination of technical VFX and creative storytelling for Anomaly and client Bud Light.

Client: Bud Light Radler
Name of Commercial: Juice

Agency: Anomaly
Partner & ECD: Dave Douglass
Partner & ECD: Pete Breton
Creative Director: Neil Blewett
Creative Director: Gary Westgate
Senior Copywriter: Jeff Collins
Senior Art Director: Anton Ratinsky
Senior Producer: Sharon Kosokowsky

Production Company: Holiday Films
Partner/Executive Producer: Derek Sewell
Director/Cameraman: Ryan Gibb
Producer: Jeff Darragh

Post Production Facility: Rooster Post Production
Visual Effects Supervisor: Dave De Carlo
Editor: Dave De Carlo
Assistant Editor: Mikaela Bodin

Colour Facility: Alter Ego
Colourist: Wade Odlum

Finishing: Fort York VFX
Lead Flame Artist: Paul Binney
Flame Artist: Justin Lee, Ernest Mordak, James Marin
Flame Assistant: Luke White, Melissa Vasiliev

Audio: Imprint Music

Editor Dave De Carlo is “A Part Of It” on new OMDC spot

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

It Takes More Than ‘Talent’ To Win Juno Video Of The Year

Director Michael Maxxis

Michael Maxxis, The 2010 MuchMusic Director of the Year, has made an impressive leap into the music video scene. He’s both a visionary and an original, with his raw, purist style. His visual look is unique, preferring to shoot on film, allowing him to do many of his signature optical effects in camera. His latest music video for Juno award-winning Canadian band Billy Talent has garnered a Juno nomination for Video of The Year for the Brown Entertainment director.

Billy Talent – Saint Veronika – 2011 Juno Video Of The Year Nominee
directed by Michael Maxxis, edited by Dave De Carlo

Rooster editor Dave De Carlo is a talented young editor with his own unique editorial style that is a perfect match for Maxxis’. He’s very much in demand on-set for his extensive visual effects knowledge and collaborative approach.

Dave De Carlo

About working with Maxxis, De Carlo says, “Maxxis and I have been working together for a few years now. We have a very collaborative relationship and have become good friends. We constantly push each other to evolve our style and taste in music videos and commercials.” I can still remember being asked to cut one of his music videos for the first time – I watched a few of the videos that he had done previously on his reel and was blown away by his frenetic style of filmmaking. His music video work was like nothing else that was being done at the time in Canada.”

Maxxis’ recent projects have included videos for Billy Talent, Hot Hot Heat, Three Days Grace, Alexisonfire, Jimmy Gnecco, Cradle of Filth, and The Heavy – each with it’s own signature look. But nailing the look isn’t easy. Getting there takes planning, hard work and time.


Hot Hot Heat “21 at 12” directed by Michael Maxxis, edited by Dave De Carlo

“The first video we worked on together was for The Clicks (F$%k Your Pain Away) and it was quite the adventure.”says De Carlo. “Maxxis came back from New Orleans with nearly 7 hours of footage shot on 4 different cameras. At the time I was shocked, but I have since come to expect Maxxis to give me everything I need AND MORE on every job I have the pleasure of cutting for him.” According to De Carlo Maxxis loves to experiment with cameras, film stocks, lenses and colour.

Maxxis once again called upon De Carlo’s editorial chops to help him bring the Billy Talent project together. Says De Carlo, “When I saw the Billy Talent ‘Saint Veronika’ footage initially, I was blown away by the sheer scale of the video. Maxxis and his production team – including acclaimed cinematographer Adam Marsden and talented production designer Adam Wilson – did an incredible job making the story of the paper-bag doll named Veronika feel EPIC. I felt inspired and dove right in. I can remember the first night of cutting. I was here at Rooster until 4 in the morning playing around with variations on the intro – trying to nail the tone.”

The experience hasn’t just led Maxxis and De Carlo down the music video path. The pair has collaborated on a few successful commercial projects that have brought Maxxis’ unique sensibility of filmmaking to advertising.


8 for Infinity Trailer directed by Michael Maxxis, edited by Dave De Carlo

Maxxis has also achieved international critical acclaim with his short film “Steak and Milk” which screened at festivals around the world. Following Steak and Milk, Maxxis shot “8 for Infinity”, also cut by De Carlo. It stars Jimmy Gnecco and David Carradine in his final performance on celluloid. 8 for Infinity will be hitting the festival circuit in 2011.

About the Juno nomination, De Carlo says, “Michael Maxxis did an absolutely brilliant job! I feel very lucky to have been part of a music video that I think is pretty killer.” You can bet everyone at Brown Entertainment – the production company that reps him – and the staff at Rooster Post, will have their fingers crossed for Maaxis when the Video Of The Year Juno is announced.

A Tribute to Bob Kennedy: The Top 10 Things You Don’t Know About Bob

Most people in the Canadian advertising industry have known, or have worked with, editor Bob Kennedy. For many, he has been a fixture in the business, and is a recipient of the prestigious Bob Mann Award for post production excellence. Bob’s career has spanned over 35 years, featuring some of the most recognized, and awarded commercials done in Canada to date. To many, he is also one of the industry’s nicest characters, with a thoughtful intelligence and knowledge of technical craft that is second to none. But you don’t know jack unless you know the Bob behind the Mann.

Why you might be surprised by the things you don’t know about Bob.

On this, the eve of Bob’s retirement from the commercial post production business, we’d like to offer a tribute to Bob. Not for his accomplishments, which are known industry-wide, but for the things you might not know.

The Top 10 Little Known Facts About Bob Kennedy

10. Bob is a polymath. He also likes to use big words. If you don’t know what a polymath is … ask Bob.

9. Bob is an avid organic gardener and card-carrying environmentalist.

8. Bob can tell you the botanical terms and latin horticulturial names for every plant found growing in our zone. Knowing Bob, he can probably spell them all too.

7. Bob’s family is the original founding family of Georgetown, Ontario. How come they didn’t call it Bobtown?

6. Bob and editor Richard Unruh were classmates at York University.

5. Bob is the “muffin” in Martha And The Muffins. Bob has enjoyed a long-standing collaboration with Mark Gane of the Toronto band Martha And The Muffins. He’s been the editor of many of the band’s video projects, as well as a creative and artistic collaborator with Mark for public space installations and other artwork.

4. Bob’s favourite colour is plaid.

3. No one will miss Bob more than long-time collaborator and friend, director/cameraman Steve Gordon.

2. Bob did iconic Canadian director Bruce Dowad’s first commercial and they had a fruitful collaboration that gave us Molson Canadian’s “Dancing in the Street “ and Canada Tourism “The World Next Door” to name a few.

1. Bob is leaving Rooster Post and changing careers to join a startup company, called Solarship Inc., as the Administrative Manager and Head of Media. Solarship Inc. makes solar powered hybrid airships. Yes – really! You can learn more about this exciting new venture at solarship.com

Thanks for the years of incredible work, laughter and friendship from your friends and colleagues at Rooster Post Production and Track & Field VFX. You have a unique ability to turn everything you touch into a great success. We’ll be looking to the skies for your next great one.

A Look Back at Some of Bob’s Commercial Work


Budweiser – directed by Gillian Proctor


Rubbermaid – directed by Marco Brambilla


YWCA – directed by Steve Gordon


Molson Canadian – directed by Bruce Dowad


Money Mart – directed by David Shane


Canada Tourism – directed by Bruce Dowad


The Weather Network – directed by Steve Gordon

New Work: ian & irene – the introduction

New work from Steven Hollman of Track & Field, Saatchi & Saatchi CD’s Helen Pak & Brian Sheppard, and Producer Matt Shipp for Wedding Republic.