- Wednesday, Sep. 19, 2012
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Los Angeles-based editorial company Therapy Studios editor Doobie White and Gifted Youth directors Ryan McNeely and Josh Martin (the Director Brothers) transform light beer drinking into a smashing sport in the comical new :30 "The Natural", for Old Milwaukee, produced direct-to-client. The spot features MLB veteran heavy-hitter Jose Canseco delivering a powerhouse swing to an Old Milwaukee Light that he pitches up to himself, dramatically smashing the full can mid-air. The campaign, which debuted during the 2012 Home Run Derby also features three direct-to-camera :30s directed by Ryan Perez: "The Locker Room," "The Field," and "The Stands," edited by Therapy's Kristin McCasey.
A Phantom camera was used for "The Natural" to capture the ultra high-speed photography. To craft the spots around the pinnacle crack of the bat hitting the can, White worked backwards in order to adjust the speed ramps, creating the most dramatic build with the time remaining between the start of the spot and that moment. Once the timing was secured, he added sound design to complete the impactful moment. White notes, "I wanted to make it so that you really felt the impact of him hitting the can and adding crisp, cracking sound design did just that."
Client Old Milwaukee Beer / Pabst Brewing Co.
Production Company Gifted Youth
Director: Ryan McNeely & Josh Martin ("The Natural")
Director: Ryan Perez ("The Locker Room," "The Field" and "The Stands")
Editorial Therapy Studios, LA
Editor: Doobie White
Editor: Kristin McCasey
Assitant Editor: Thomas Tedesco
EP: Joe DiSanto
Amidst the anxiety and occasional insanity of commercial, feature, music video, and interactive projects, Therapy Studios offers refuge. Led by founders Joe DiSanto, John Ramsey, Wren Waters and Doobie White, the award-winning team is constantly achieving breakthroughs in creative editorial and post-production for clients like Playstation, Chrysler, Sony, Wells Fargo, Activision, PBS, and KIA. Housed in a calming, state-of-the-art West LA space, Therapy features custom-built editorial, finishing, design, audio, and color grading suites. www.youneedtherapy.tv