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    Sonic Union Breaks Through A Barrage Of Big For Smart Car

    By SPW EditorUpdated:No Comments2575 Views
    NEW YORK -- (SPW) --

    New York NY-based Sonic Union mixer Steve Rosen and Smuggler director Guy Shelmerdine poke fun at America’s obsession with all things big in the new :30 “Unbig” for Smart Car out of Merkley + Partners and Razorfish.

    Click HERE to see the spot.

    The spot, which recalls Volkswagen’s legendary “Think Small” campaign of the 1950s, features a rapid fire montage of snippets featuring a variety of scenes of Americans from all walks of life, each repeating the same one word in different contexts: “Big”. From politicians, news broadcasters and pop music divas to business executives and little girls, each character intones “big” in a different inflection, combining a variety of settings and soundscapes. We then see a shot of a young man in a crowded office conference room, looking out the window distractedly while his boss continues to babble, “big, big, big, big…” in the background to his assembled co-workers. When the young man’s attention is captured by a compact Smart Car cruising through the parking lot outside, he has an epiphany. “Small,” he mutters to himself at first, and the repeats it again, more confidently to the room, silencing his boss. As we follow the car on its way, voiceover introduces us to, “The space saving, eco-friendly, totally unique Smart.” Followed by the tagline: “Unbig. Uncar.”

    Credits

    Client: Smart Car
    Title: Unbig :30
    Airdate: Currently Airing

    Agency: Razorfish
    Agency: Merkley & Parnters
    Executive Creative Director: Andy Hirsch
    Creative Director/Art Director: Sakib Afridi
    HP: Gary Grossman
    Creative Director/Copywriter: Eddie Van Bloem
    Senior Producer: Alex Kobak

    Production Company: Smuggler
    Director: Guy Shelmerdine
    Producer: Drew Santarsiero

    Editorial: Stitch Editorial
    Editor: Andrew McGraw

    VFX: MPC, NY

    Audio Post: Sonic Union
    Mixer: Steve Rosen

    About SONIC UNION
    Sonic Union, New York was a concept born in 2008 between lauded mixers Michael Marinelli and Steve Rosen, and Managing Director Adam Barone. The team set out to create the finest audio shop in New York, while also maintaining a family-like feel in a location that reflected—and supported—client comfort, natural light and the artists’ unwavering love of the craft. Three years later, Sonic Union’s work has won top awards, their employees and clients play together after work, and its architecturally significant space overlooking the trees of Union Square has become a home-away-from-home for everyone who mixes there.
    Sonic Union continues to evolve, pulling in on-staff, veteran voiceover casting director, Maria Pappalardo.

    Sonic Union’s flourishing Motion Graphics and VFX studio chases new ideas through design, animation and visual effects, delivering smart and fresh work for an array of creative clients. Pulling off the unexpected with unrivaled dedication, we infuse the process with equal parts love and magic. Come in and check out the state of our Union… www.sonicunion.com

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    Contact:

    Adam Barone Sonic Union Contact Adam via email Media: Virginia Scripps Press Kitchen 310.392.6682

    SPW Category:New ScreenWork Releases (commercial, film, TV, online, etc)



    “The Slightest Touch” Wins Best Documentary at Dublin International Film Festival Following HBO Acquisition

    Monday, March 2, 2026
    Scene from "The Slightest Touch."

    The Slightest Touch, directed by Rachel Fleit and edited by Sloane Klevin, ACE, has won Best Documentary at the Dublin International Film Festival, days after HBO Documentary Films acquired the television and streaming rights ahead of its world premiere.

    The feature documentary, which chronicles the friendship between Colin Farrell and Epidermolysis Bullosa survivor Emma Fogarty, was honored by the Dublin jury with the following statement (in part):

    “This next award is for an incredible film… One through which we as an audience came to know both protagonists in ways which would not have been possible, were it not for the unobtrusive talent of the director, who seamlessly documents a story as old as time itself… Rachel Fleit has captured the magic moments of this extraordinary friendship… What follows is an honest and at times searing portrayal of pain in all its forms and the power of humanity and humor to make lives better for all… The jury agreed that The Slightest Touch and director Rachel Fleit is the worthy winner of the documentary category of this year's Film Festival.”

    Edited by Union Editorial Partner Sloane Klevin, ACE, the film continues Fleit’s long creative partnership with the company. Union President and Managing Partner Michael Raimondi and Head of Production, TV and Film Katherine LeBlond served as Executive Producers.

    “What I cherish most about making The Slightest Touch is that it... Read More

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