New VFX Spots for CHI St. Luke’s Health System Stir “Imagination”
The Lee Group (TLG), a full-service advertising agency based in Houston, tapped into Post Asylum’s unique suite of creative services to produce TV and radio spots for their client, CHI St. Luke’s Health. The two TV spots for the new CHI St. Luke’s Health “Imagine” brand campaign feature an elegant animated “current” flowing in and through various live action scenes filmed by Chicago based Director, Kerry Shaw Brown, working with Venice based LA.B Film.
CHI St. Luke’s Health is a part of Catholic Health Initiatives (CHI)—one of the nation’s largest health systems and is comprised of six facilities, including CHI St. Luke’s Health–Baylor St. Luke’s Medical Center, home to the Texas Heart® Institute. During pre-production, the Post Asylum Design/VFX Team explored different design treatments to settle on the best way for the CG “current” to convey this unique collaboration among some of the country’s brightest medical minds. Ultimately, PA Lead Animator, Alex Prudic-Dennis, honed in on the perfect combination of texture, color, lighting and flowing movement for the “current” animation.
PA Senior Producer, Amy Aitken and VFX Artist, Michael “Pants” Sands supervised production on location in Houston to insure all the live action scenes were framed and choreographed with Prudic-Dennis' CG “current” in mind. “Shooting in a working hospital with real surgeons, doctors and technicians, meant we had to be flexible and get it right the first time,” said Aitken. “We ended up shooting several scenes with foreground talent over green, based on room availability limitations.”
PA’s Michael Fleetwood was selected to handle the creative editorial. “Fleetwood is the perfect editor for this type of project,” notes Executive Producer, Graham Hagood. “He’s a top notch creative cutter with several award winning feature films to his credit, but he also has serious compositing and finish skills. His rough comps are so good, the agency doesn’t have to use their imagination to approve the off-line edits.”
After an extensive music search, TLG settled on a library track from PA’s sister company, Pure Evil Music. PE Music Senior Composer, Gary Parks, then customized the track to sync perfectly with the spots. “This has been an area of major growth for us,” comments Parks. “Agencies love having the option to license a track from our on-line PE Music library that we can go back into and post-score specifically for their spot.”
TLG Creative Director, Alan Babb, concluded, “For visual effects driven spots like these, we love working with one high-end shop that can handle it all. Post Asylum took the project from animation design and previz, to VFX supervision – then through editorial, an awesome post-scored music track and all the way to finish. It’s a seamless process that yielded better spots for our client. We couldn't be happier with the results."
Video Credits
Agency: The Lee Group
Managing Partner: Ann Lee, Creative Director: Alan Babb, Broadcast Producer: Katy Bomar
Post Asylum
Executive Producer: Graham Hagood, Senior Producer: Amy Aitken, Editor: Fleetwood, Lead Animator: Alex Prudic-Dennis, Lead VFX Artist: Michael “Pants” Sands
Music: Pure Evil Music
Senior Composer, Gary Parks
TOOLS: Maxon Cinema 4D, Nuke, DaVinci Resolve, Autodesk Smoke, Adobe After Effects, Avid Media Composer, Avid Pro Tools
Graham Hagood
Executive Producer
Post Asylum
214-363-0162
Contact Graham via email
Media:
Lanny Sher
PRA
Contact Lanny via email
323-653-0380
Doe-Anderson Hires Marianne Newton as New VP, Director of Integrated Production
Full service ad agency Doe-Anderson has hired Marianne Newton as Vice President, Director of Integrated Production. Newton previously worked at DDB, mcgarrybowen and GSD&M and has freelanced at agencies Highdive, McCann, FCB and Dentsu, among others.
Doe-Anderson President and Chief Creative Officer Leyla Touma Dailey, who first met Newton when they were both based in Chicago, commented, “Marianne has been an incredible asset on many of our projects, including our work for Maker’s Mark and the Georgia Aquarium. Having her officially join us full-time feels like she’s coming home. Her energy and expertise make her an amazing fit for our thriving culture at Doe-Anderson.”
Newton has a rich background as an integrated producer, having led teams through strategic brand campaigns across all platforms both nationally and internationally. Her extensive production experience has taken her as far and wide - from Australia and New Zealand to South Africa and South America. She has helped create award-winning work with recognition from Cannes Lions, D&AD, One Show, Clio’s, Addy’s and Effie’s.
As to what attracted Newton to the opportunity, she added: “I'm thrilled to join Doe-Anderson – I was drawn to the momentum and energy of this independent agency, its people, the culture and the creative leadership of Leyla Touma Dailey."