As the deep snows of another Lake Tahoe winter prepare to fall, TEAK Director Annie Sloan teamed up with Eleven Inc to produce a retro-hip :30 for Northstar-at-Tahoe Resort.
Press Release from TEAK
As the deep snows of another Lake Tahoe winter prepare to fall, TEAK Director Annie Sloan teamed up with Eleven Inc to produce a retro-hip :30 for Northstar-at-Tahoe Resort. In keeping with its tradition as a full-service production studio, TEAK worked on the spot from concept to completion, helping with creative and handling all set dressing, production, editing, titles and post-production.
The spot is a continuation of Northstar-at-Tahoe Resort's quirky Goodology campaign, starring the obliviously upbeat Glen Heywood, Chief "Goodologist," a 1970s throwback character with a moustache, side-parted hairdo, cup of coffee, colorful zip-up sweater and jeans. Ding Dong stars Heywood calmly sitting on a couch that appears to be cruising down Northstar Resort's various slopes as he dispenses his philosophy of optimism.
"With the production, the props, the lighting, we had to find a balance between 'this could be Glen's basement' and 'this guy is actually out skiing,'" noted Sloan. Having written a number of comedy spots for TEAK in the past, Sloan offered a bevy of lines for Heywood to try. "Between the great scripts provided by Eleven and the lines I suggested, we had probably 100 good ideas for the talent to read. Many of the lines were hilarious and we were all cracking up on set. Everyone had so much fun making this spot."
Yet the shoot was rigorous: TEAK had only 10 hours to work through nine shoot setups and approximately 100 lines for the talent to read, which had to vie for time with wardrobe, makeup, and a plethora of crazy props. Every scene featured the moving couch and the lighted green screen. Post-production involved Final Cut Pro, Illustrator, After Effects and Smoke.
"When you work with TEAK, you really get full service," noted EP Greg Martinez. "From creative to execution to edit to post, we are engaged at every step of the process to make sure the spot exactly fits our client's vision. In the case of agencies like Eleven, which we've worked with many times before, the process is just that much smoother."
Credits:Client: Northstar-at-Tahoe ResortSpot Title: Ding DongAir Date: November 2010
Agency: Eleven IncCD and Writer: James KingArt Director: Michel EdensProducer: Denise Knickerbocker
Prod Company: TEAKDirector: Annie SloanEP: Greg Martinez
Post/Effects: TEAKEP: Jan Frei
Editorial: TEAKEditor: Brian Zalewski
About TEAK:TEAK is a San Francisco-based collective of film, editorial, animation and interactive content creators whose medium is everything digital. The dynamic full-service production, post-production, motion graphics, and interactive media studio features a roster of directors, editors, VFX artists, designers, animators web developers who form a creative think tank of talent that crafts unique viral campaigns, commercials, and branded entertainment. TEAK strives to deliver a complete online brand experience with a custom-built integrated digital development center, where they do digital planning and front and back-end site building, and create branded content, including video shooting, editing, and animating. TEAK's clients include major ad agencies and direct-to-client relationships with brands such as Google and Sony.
Rick DeMott
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