As DraftFCB prepared to craft their latest campaign for the Jamaica Tourist Board, they needed a post production partner that would offer a cost effective, all-in-one solution without sacrificing on quality or creativity. Nice Shoes partner and colorist Lez Rudge convinced longtime collaborator Joe DeFranco, Head of Production at DraftFCB, that the NYC-based studio had the right blend of talent and technology to make this campaign shine.
Nice Shoes put together a creative team including Lez, editor John “Malley” Mallerman, Flame artist Russ Bigsby, and designer Chadwick Whitehead. Managing this all-star team was Executive Producer of Editorial Liz Hurd, who joined the studio right before the project began in May. Sound Lounge, who has partnered with Nice Shoes in the past, brought their audio expertise to the piece as well.
The campaign, entitled “Get All Right,” features an engineer playing down a remix of “One Love” performed by Jamaican musicians Bass Over Babylon, intercut with shots of tourists enjoying the attractions the tropical destination has to offer. The engineer’s actions seem to craft the sights and sounds of Jamaica, making the music a driving force in the editorial process. Malley worked closely with the project’s composer, Paul James Riggio from So Loud Music. “Normally I’m used to cutting to a finished piece of music,” said Malley. “But on this project the music and the cut came together simultaneously.”
Lez and Bigsby each worked to bring out the natural beauty of the ocean, sky and beaches of Jamaica, while Whitehead animated a trio of Doctor Birds for the spots’ title cards. “Footage and material was passed seamlessly between the artists thanks to Nice Shoes’ robust workflow,” said Hurd. “It made it much easier to quickly respond to client feedback, revise the spots and make the material look its absolute best.”
Screenwork Credits
Product: Jamaica Tourist Board
Spots Title: “Get All Right”
Air Date: October 21st, 2013
Agency: DraftFCB
Executive Creative Director: Javi Campopiano
Creative Director:Gary Resch
Agency Producer: Joseph DeFranco
Prod Company: Hello and Company
Director: Justin Francis
DP: Justin Francis
EP: Mike Brady
Line Producer: Salli Zilles
Post Production: Nice Shoes
Producer: Liz Hurd
Editor: John Mallerman
Lead Colorist: Lez Rudge
Colorist: Ron Sudul
VFX Artist(s): Russ Bigsby
Animator: Chadwick Whitehead
Music: So Loud Music / Groove Guild
Composer: Paul James Riggio
Music Executive Producer: Mike Boris
Performers: Bass Over Babylon
Audio Post: Sound Lounge
Mixer: Scott Persson
Shoot Location: Jamaica
About Nice Shoes
NYC-based Nice Shoes is a full service, artist-driven design, animation, visual effects and color grading studio specializing in high-end commercials, web content, film, TV and music videos. Since its inception in 1996, the studio has prided itself on consistently reinvesting in its talent, technical backbone, and client experience to set the standard of excellence both creatively and technically. Key company principals include: CEO/Partner Dominic Pandolfino, Colorists/Partners Chris Ryan and Lez Rudge, and CIO Robert Keske. www.niceshoes.com
