Walker/Fitzgibbon TV and Films, in association with Omni-Advertising, produced and directed a national campaign for CELSIUS, a new calorie-burning drink, featuring Mario Lopez. The campaign was helmed by veteran Director Mo Fitzgibbon and Executive Produced by Gail Yaciuk, of Omni Advertising. Creative Director Ed Victor and Art Director Daniel Upbin and Daniel Maxwell conceptualized Mario Lopez’s journey through his workouts and staying fit during the day into night for billboards, web sites and cable broadcast nationwide. The storyboard theme was “Celsius It’s what keeps Mario moving,” Fitzgibbon said “The shoot was challenging since we had many setups with body action sequences captured in both still photography and HD live action simultaneously.”
Michael Pescasio joined the team as their Director of Photography. “Michael knew exactly how to execute the scenes, and how I wanted to shoot Mario in the live action poses with physical movements," said Fitzgibbon. Fitzgibbon delivered the initial work but took the project a step further with a director’s version for both the stills and the broadcast. Collaborating with Motion Graphics Designer Brant Wells who had his work cut out for him since his design for the Mario environment is in a 3D textured brush and multi-layered with Mario running, kicking, and sprinting.
“We wanted to create a rugged world that Mario’s workout routine would reflect," Fitzgibbon commented. We were very impressed with Mario’s ability to hold some of the body poses for such long periods of time and maintain his character for each scenario to perfection for really fantastic imagery! We always stand firm on our ideas of pushing the creative boundary’s and evolving with technology and this was totally worth experiencing,” Fitzgibbon added.
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Walker/Fitzgibbon TV and Films, in association with Omni Advertising, landed a national commercial campaign entitled 'Burn Baby Burn' for CELSIUS, a brand new calorie-burning drink. Helmed by veteran Director Mo Fitzgibbon and Executive Produced by Robert Walker, the concept and production was such a success that the entire project expanded to include a newly released behind the scenes documentary/webisode to nationally brand the product. Omni Advertising's Creative Director Lori Natarus-Stille tapped the Walker/Fitzgibbon team for their strengths in both comedy and dialogue with an edgy twist to the film.
The duo were deciding between film and HD to shoot the commercial until Michael Pescasio joined the team as their Director of Photography - experienced when it comes to shooting with the RED ONE Camera. Fitzgibbon commented, “It's always tricky filming with new technology because there are learning curves but Michael, a skilled cinematographer with a Lighting Director background, knew how to light for RED ONE and shoot it like it was 35mm.” The storyboard revolved around a situational dark comedy sketch of three women in an elevator. One is drinking a sugar-filled coffee drink - her calories are going up; a second is drinking a diet drink - her calories aren't moving; and the third girl is drinking a Celsius - her calories are going down. The animated graphics are calculating the calories appearing as digital numbers on a scale. All three girls have different weight issues and each girl's character rings true to everyday life battling their weight.
Upon the completion of principal photography, Robert Walker and Post Producer Fernando Viquez immediately imported the RED RAW scenes onto a hard drive and into Final Cut Pro. All footage was color-corrected through the REDCINE transfer utility software. Further enhancement was done on selected scenes once the edit was complete.
Walker and Fitzgibbon said they were blown away by “how amazing the footage looked, and the depth of field of each scene created for really fantastic imagery! We always stand firm on our ideas of evolving with technology and this was totally worth experiencing.”
Walker/Fitzgibbon TV and Films is an innovative and in-demand production company based in California with over 20 years experience of producing and directing national commercials, music videos, television shows, specials, documentaries, and music videos. The company's clients include: NBC Universal, Lifetime HBO, MTV/VH1, CMT, DirecTV, Sony Music, Epic Records, and EMI.
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