Concept & Production: H. Blake Edwards and David Stanfield
Subject & original music: Dae-Lee
Shot on: Canon 7D
Edited in: Final Cut Pro
Post-production: After Effects
Shot on location in Charlotte, NC
This piece was created and submitted to a competition through an online film organization out of the UK called MoFilm. The parameters of the competition were as such: look through the creative briefs of seven participating corporations and create a 30-90 second commercial with the chance of winning a trip to the Tribeca Film Festival in NYC.
We chose to create a commercial for BEST BUY based on the objective of telling "how technology has helped you or someone you know be more creative."
In true Ed*Field fashion, the time between finding out about the competition and the time it had to be completed was about two and a half weeks. And no amount of ambition was spared. Our vision included using camera equipment and After Effects techniques neither of us had actually ever used before. So our learning curve was drastically accelerated.
We teamed up with our friend and hip-hop artist David Arrington (aka Dae-Lee), who runs his own in-home studio...the perfect candidate for someone whose creativity is aided by technology. We spent a weekend in pre-production, a day and a half shooting with Dae-Lee, then the next two weeks in post-production and finalization.
All footage was shot on the Canon 7D with a Canon 28-70mm L-Lens and the kit lens.
All footage and sound was edited in Final Cut Pro.
The creatures were doodled during a staff meeting by H. Blake Edwards and made into vectors by David Stanfield. David also pretty much learned After Effects in two weeks with the help of motion design ninjas Zach Chambers & Josh Hollars in order to achieve our original vision.
We did not end up getting the nod we hoped for from the competition, but we're really proud of the final product and are looking forward to more.
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