- Monday, Mar. 5, 2012
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New York-based post boutique Northern Lights editor David Gioiella teams up with @radical, bicoastal director Phil Griffin, Superexploder's mixer/sound designer Ted Gannon and Mr. Wonderful's Lustre artist Chris Hengeveld to promote tolerance in a moving new :30 "Characters Unite" for USA Network, produced direct to client. Part of the network's Characters Unite public service commitment to combat prejudice and discrimination, the :30 features countless 'characters' in white T-shirts emblazoned with, "I won't stand for ___________."
Says editor Gioiella, "The concept drew me in. Poetic and moving; from the first boards USA shared with us to the footage Phil shot. It was a challenge to create an editorial language that presented these moments and portraits in a graphic way. There was so much strong footage to choose from as it was shot on multiple cameras in locations all over the United States. Collaborating with Jason and the team at USA was a very gratifying process, the final spot is powerful to watch." Adds USA SVP of Brand Creative Jason Holzman, "From start to finish, this spot was a true collaboration between USA, director Phil Griffin, and the team at Northern Lights. Everyone brought their A-game and went above and beyond to ensure that the finished product was not only brilliantly produced and edited, but looked and sounded amazing."
The spot opens on T-shirt-clad people standing alone and in groups. A voiceover begins, "I want to be the change I see in the world," and "We have one life to live, so why hate each other," and "This isn't a political thing," followed by several others declaring "I won't stand for bigotry… hate… ignorance." Those who won't stand for hate literally sit on the ground wherever they may be: on the street, sidewalk, pier. Another voiceover concludes, "You can help stop intolerance and hate. Find out how to get involved at charactersunite.com." The USA logo and tag "Characters welcome" close out the spot.
Client: USA Network
Title: Characters Unite :30
Co-President, USA Network: Chris McCumber
SVP, Brand Creative: Jason Holzman
VP, Production: Sandra Schron
Airdate: February 1st, 2012
Editorial Company: Northern Lights, NY
Editor: David Gioiella
Executive Producer: Robin Hall
Smoke/Lustre Artist: Chris Hengeveld
Audio Company: SuperExploder, NY
Sound Designer, Mixer: Ted Gannon
VFX Company: Mr. Wonderful, NY
VFX Creative Director: Chris Hengeveld
About USA Network
USA Network is the #1 network in all of basic cable and is seen in over 102 million U.S. homes. A Division of NBCUniversal, USA is the cable television leader in original series and is home to the biggest hits in blockbuster films, acquired television and entertainment events. The award-winning USA website is located at www.usanetwork.com, which is home to the popular new casual gaming site, www.characterarcade.com. Characters Welcome.
USA Network is a program service of NBCUniversal Cable a division of NBCUniversal, one of the world's leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience.
About Northern Lights
About Northern Lights
Northern Lights is a thriving bi-coastal (NY/LA) post production boutique featuring filmmakers and visual artists with a passion for telling stories.
From Promax and Emmy-winning TV branding to commercials, film and Internet content, Northern Lights has been a destination for original ideas since 1995.
The company's award-winning talent is continually creating new ways to interpret footage for all modern delivery platforms. Their unmatched ability to shape ideas into focused content for brands is fed by a creative environment that fosters trying new things and taking risks.
Northern Lights teams up with sister companies Mr. Wonderful for design, www.mrwonderful.tv, SuperExploder, www.superexploder.com, for composing and audio post, and Bodega, www.bodegastudios.com, for creative assignments and production. Working together, they're a powerful one-stop resource that tailors their offerings to each individual client and filmmaker's needs.
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