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Posts Tagged ‘Atticus Ross’

JWT Atlanta Unveils Natural Gas Motor Oil for Pennzoil

Today, JWT Atlanta is launching a new campaign for Pennzoil, introducing the brand’s “first-of-its-kind motor oil made from natural gas, Pennzoil Platinum with PurePlus Technology – the first true innovation in the category in over 35 years.”

JWT Atlanta wanted to parallel the innovation of Pennzoil’s new product, so they created a “first-of-its-kind TV commercial shot on gaseous vapor clouds.” Due to the technical difficulty of pulling off such a stunt, the project took almost a year to complete. Entitled, “Complete Protection,” the 30-second spot features a Maserati driving through “a series of 3D animations projected onto moving gaseous vapor clouds,” which produces an other-worldly effect. To accomplish this, JWT teamed up with MPC NY, Skunk LA and director Raf Wathion. Among the technical challenges associated with the creation of “Complete Protection” were “synchronizing naturally forming elements and choreographing a live performance of a moving automobile, an uncontrollable vapor cloud and projected animation, all in-camera, all in a certain window of time, in a pitch black environment,” with the projections the only light source for the shoot. The spot is part of a larger, integrated campaign which roll out over the course of the year with the tagline “Motor Oil Reimagined.” Stay tuned for a behind-the-scenes video and credits after the jump. Read more

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Calvin ‘Megatron’ Johnson Goes Undercover at ESPN

On the field, Calvin Johnson earns his “Megatron” nickname by dominating defenses with a robotic efficiency. He’s bigger, faster, stronger, and at times, it looks like a Transformer is playing against humans. However, off the field, and more specifically, in the ESPN offices, Johnson uses his transforming powers to trick a different kind of opponent (for anyone who cares and watches too much ESPN, it’s Kevin Negandhi).

The latest “This is Sportscenter” ad is par for the course: short, funny, and off-beat. The work comes once again from W+K New York (which has been handling SportsCenter work for nearly two decades), an agency that has no problem taking sports material and making it accessible to audiences. And for Megatron, he may want to think about outsourcing his Transformer duties over to Diddy, or Johnson, or whatever Nike wants to call him.

Credits after the jump.

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D-Wade Again Mimics Bond in Latest ‘Dominate’ Nike Effort

W+K New York tries to top its already over-the-top “Dominate Another Day” campaign starring one of the Miami Heat’s “Big Three,” Dwyane Wade, with this latest spot called “The Escape.” Here, D-Wade is trapped in the diabolical clutches of the Zen Master (perhaps a jab at Phil Jackson?) and is being chastised by his buddy Specialist H for being late to his holiday party. Wade of course escapes and battles through snakes and ninjas before eventually blowing up the joint on his way out. Someone page Michael Bay or the Wachowskis.

LeBron can keep asking his rhetorical questions while his buddy plays superhero in this latest Jordan Brand advert, which was directed by the always less-than-modest Noam Murro and features music from Nine Inch Nails cohort Atticus Ross (who’s nominated along with Trent Reznor for a Golden Globe for The Social Network soundtrack).

Full credits after the jump.

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