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Final Cut Partners With Nagi Noda, BBH On Whimsical LG Spot

Final Cut Editor Akiko Iwakawa just completed a whimsical and imaginative spot for LG's Steam Washer, directed by Partizan's Nagi Noda and created by BBH NY.

WORLD OF STEAM opens on an enchanted white landscape of mountains and trees made from fabric. A sad crinkled moon turns smooth from the spray of a jet stream before falling onto a sleeping, wrinkly white bear. He jumps to his feet and de-crinkles nearby trees with his steaming ears. A steam train dashes through the crumpled terrain, smoothing out the mountains along the way. The spot concludes with the motion graphic, "Wrinkles are overpowered in the world of steam."

To view WORLD OF STEAM, go to

For Iwakawa, the project was an opportunity to team up with Director Nagi Noda again. The two had previously worked together on a music video for Cut Copy's "Heart's on Fire." Noda, based in Tokyo, contacted Iwakawa early on in the process for help with the treatment.

"I'm a huge fan of Nagi's work and was excited that she was directing this spot," Iwakawa said. "She is crafty and has a huge imagination. The concept here is whimsical and wild at the same time. There is a child-like and hand-made quality to the spot, which worked beautifully."

Noda wanted as many elements as possible to be captured in-camera. While the spot includes composite elements such as backgrounds, skies, clouds and trees, the director wanted it to feel organic and analog. Flame Artist Daniel Morris from Absolute Post provided on-set supervision, and worked very closely with Iwakawa during the editing process.

"This spot is rhythmically edited," Iwakawa said. "how each shot keeps a certain pace visually and how it interacts with the music. Because of the compositing and post work involved, I felt it was important to get the post company on board as soon as possible. We were then able to work on the spot in tandem. The artists needed to lay the VFX elements in a way that was believable, and I needed to maintain the right flow."


Client: LG

Spot Title: WORLD OF STEAMAirdate: June 15, 2008

Agency: BBH/New YorkExecutive Creative Director: Kevin RoddyCreative Director: Paul FoulkesArt Directors: Dylan Bernd and Kris WixomCopywriters: Susan Corbo and Alisa WixomSenior Producer: Lisa Setten

Production Company: Partizan/Los AngelesDirector: Nagi NodaDP: Peter SuschitzkyExecutive Producer: Sheila StepanekProducer: Lori StonebrakerShoot Location: Shanghai, China

Editorial Company: Final Cut/New YorkEditor: Akiko IwakawaProducer: Wade WelieverAssistant Editor: Georgia DodsonExecutive Producer: Rana Martin

VFX Company: Absolute NYVFX Producers: Nirad "Bugs" Russell, Wendy GarfinkleFlame Artists: Daniel Morris, Dirk Greene3-D: Vania Alba-ZapataCombustion: James "Krispy" Cornwell

Music: Human

Audio Post Company: Sound Lounge