Tag Archives: commercial production companies

Sonam Kapoor Stars in L’Oréal Paris Campaign, First Project from Proof of Concept

Sonam Kapoor Stars in L’Oréal Paris Campaign, First Project from Proof of Concept

LOS ANGELES, CA, April 3, 2012 – Proof of Concept (POC) recently completed work on an ambitious, effects-driven project for client L’Oréal Paris, agency McCann-Erickson, production company Gobsmack! and director Jim Sonzero.  “Tree” – for Fall Repair 3X – features popular Bollywood actress and L’Oréal Paris spokesperson Sonam Kapoor in the foreground of a spectacular glowing purple CGI tree, and uses VFX to simulate Fall Repair 3X’s effects on swirling computer-simulated “hair roots.”  Launched in February 2012 by Executive Producers Stuart Wilson and Raffi Kryszek, POC is a technology-driven content company servicing the interactive, commercial and music video industries, and “Fall Repair 3X” is among its maiden spot assignments.

POC Lead Artist Darren Fanton worked closely with director Sonzero to conceptualize and create multiple aesthetic CGI environments – within 48 hours. “Darren is an awesome artist and has great taste,” remarked Sonzero. “He created an elegant solution in a really compressed schedule with limited resources. When I saw his first pass I knew I was working with a genius.”

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Once the concepts were approved, the team at POC had a mere two weeks to turn around eight VFX-heavy spot versions in Hindi and English for a total of 160 seconds of CGI.  Each image had to be optimized due to the beauty-related nature of the product.  “With this project, shot management was key as each revision down the pipeline would need to be applied to over thirty shots across the eight spots and would need to be re-rendered in a timely fashion for further review,” Fanton explained.

“POC not only met the challenge but raised the bar for the whole category,” said Shyam Madiraju of Gobsmack!, which represents some of world’s top directors in India. “We were very impressed by the creativity of their artists, who took Jim’s vision and turned it into a spectacular reality.  I was really excited to have Jim join Gobsmack!, and having him do this work with POC right out of the gate is a fantastic start to our relationship.”  Madiraju added that the vision of Sonzero – arguably one of the top 5 beauty directors in the world – involved a very sophisticated and technically complex world of CGI.  Gobsmack! frequently produces VFX-driven commercials and works with CG houses around the globe. “POC has not only planted itself firmly atop our list, but we are now in talks with Stu and Raffi about expanding our relation with them for the India market in fields besides commercials.”

“Stuart and Raffi were enthusiastic and solution-oriented,” concluded Sonzero. “I am really impressed with them and I’m looking forward to working with POC again.”

About Proof of Concept
“Technology has no limits,” and Los Angeles-based Proof of Concept examines the validity of that hypothesis every day. This philosophy makes POC integral to the realization of the novel idea. You can’t break the rules until you master them, and the team at Proof of Concept has done both. A technological and artistic think tank, POC brings together seasoned veterans and ambitious young innovators. The team is armed with the knowledge and relationships to forgo fear in the name of producing relevant creative content for the digital era.

Official Credits

Title: Tree
Brand: Fall Repair
Cast: Sonam Kapoor
Client:  L’Oréal

Agency: McCann-Erickson
Creative team: Akshay Kapnadak, Rahul Mathew,
Trishay, Ram & Komal Ranjan
Agency Producers: Sandesh Shirke

Production Company: Gobsmack!
Director: Jim Sonzero
D.O.P: Michael Lloyd
Executive Producer: Hozefa Alibhai
Producer: Ramel George

Editor: Harshal Thakur

Online/Grade and VFX: ­ Proof of Concept/Los Angeles
Visual Effects Lead, Final Compositing: Darren Fanton
Visual Effects Compositing and Beauty Work: John Merrifield
3D Modeling and Texture Mapping: Sam Kryszek
Producer: Stuart Wilson

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Proof of Concept Links Brands, Production, and Technology

Proof of Concept Links Brands, Production, and Technology

Los Angeles, CA, February 13, 2012 – Executive Producers Stuart Wilson and Raffi Kryszek have launched Proof of Concept (POC), a technology-driven content company servicing the commercial and music video industries.

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Director Ian Kammer Joins Bueno Films

Director Ian Kammer Joins Bueno Films

Los Angeles, January 20, 2012 – Bueno Films has signed award-winning director Ian Kammer for exclusive US spot representation. This is the first spot roost for Kammer, whose notable work includes “Hibernation,” a 2011 AICP winner for Student Commercial and a 2011 CLIO finalist. The previous year, Kammer’s “Lipless” was a Finalist in that category at the AICP show. His spec spot for Coppertone (“Boxer”), took home National and Local Gold honors at the 2011 ADDY Awards.

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PRESS – BUENO Films

2011

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Annie Hanlon Joins Bueno Films as Executive Producer

Annie Hanlon Joins Bueno Films as Executive Producer

LOS ANGELES, CA, December 16, 2011 – Production company Bueno Films has brought industry veteran Annie Hanlon on board as Executive Producer alongside Partner/EP Chris Crawford. Hanlon comes to Bueno with more than fifteen years of experience in the television, advertising, and media industries. Hanlon previously served as EP for production companies The Joneses and GARTNER.

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Honda Odyssey 2012 Experiment

Honda Odyssey 2012 Experiment

Minivans aren’t sexy and they are not a hot topic on the Web, so we had our work cut out for us with this experiment. Within 24 hours of launching our video, however, it made the first page of Google for “Honda Odyssey,” “minivan campaign,” and more.

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Bandito Brothers: BMW M3 Film

Bandito Brothers: BMW M3 Film

The SEO campaign we did for the Bandito Brothers spec film “Living in the Lights” shows how creative marketing can launch a video – and a production company – into the public consciousness.

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PRESS – Beef Films & Chop House Post

2011

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Bandito Brothers Shifts Hot Wheels Into High Gear

CULVER CITY, CA, May 20, 2011 — Hot Wheels has just released a breathtaking 1:30 trailer for their expansive brand re-awareness campaign. That campaign culminates in the broadcast of a world-record breaking stunt at the Indy 500 on May 29. Featuring stunt driving with life-size Hot Wheels models and VFX worthy of a blockbuster action flick, the spot was created via Mistress and produced by Bandito Brothers. It builds on the Area-51 mythology the classic toy brand created for their “Hot Wheels For Real” campaign. Hot Wheels has secured airtime on ABC to showcase the high-adrenaline spot, and the brand’s Internet videos boast over 2 million views.

 

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Sugar Film Production Basks in Ram Glory

DALLAS, TV, May 19, 2001 — With “Ram Glory,” created via The Richards Group, Sugar Film Production reminds America just who Dodge makes their trucks for – not for the critics in Road & Track, not for the German auto drivers that turn their noses up, and certainly not for the doomsayers that bemoan the end of an era for American car-makers. No, the spot, directed by Chris Smith reminds us – with gorgeous vignettes of the polished autos working hard on the farm and the construction site – that Dodge builds trucks to be as tough as their drivers. And these are drivers who demand a machine that can get just as dirty, sweaty, and bloody as they do every day. “Ram Glory” is notable not only for its stylish portrayal of the new truck, but because it marks the third collaboration between Sugar Film Production and The Richards Group on a Dodge Commercial.

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