LORI PATE+ Welcomes Company As Its Newest Resource
NEW YORK, NY - Never have nightmares been so lucrative -- or funny. Designed to promote "Estate of Panic," the new reality-style game show on the Sci Fi network, Brand New School (http://www.brandnewschool.com), the bicoastal design, promotion and production collective, and member of transmedia resource group LORI PATE+ (http://www.loripateplus.com), took an oddly lighthearted look at how a couple of common phobias can lead to a fistful of cash. Brand New School's Mario Stipinovich and Jonathan Notaro directed the two promos.
"Sci Fi came to us with a whole bunch of creepy ideas," says Danny Rosenbloom, Executive Producer at Brand New School. "We wanted to bring a cinematic, yet comic style to these pieces, and those elements are what really drove both the casting and the shoot. Along the way, we made several references to science fiction movies and horror films. These spots were created very traditionally. There were no greenscreens, no computerized effects, just good old-fashioned, in-camera shooting."
In "Walls," an area rug bunches up and a piano splits down the center before a startled looking man realizes that the walls are closing in on him. In a scene reminiscent of the trash compactor scene in Star Wars, the man jams a table leg between the walls, just as he discovers a thick wad of bills. His elation is short-lived, however, when the table leg begins to split. As his screams linger in the air, the camera tracks quickly backwards and out to reveal the huge, dark estate of the show's title.
"Water" begins with the oddly muted sounds of a room underwater where a young woman thrashes madly at the water before surfacing near the ceiling, gasping for air. As books and sofa cushions float around her, she clutches at the crown mouldings before coming up with a hand full of cash and shrieking with joy.
"The scenarios in the spots are quite cliche, so making them a little more stylized, and slightly campy, as if they were from a 70s British horror film or a late 90's thriller, was a fun angle for us," Notaro said.
Added Stipinovich, "It was interesting, especially in this day and age, to create these practical effects. Given the schedule, we knew there would be no 'fixing it in post,' but I think we wound up thriving under those constraints. Approaching the job practically just catapulted the realism to the extreme and brought out the best in our actors. There was absolutely no doubt that these scenarios were actually happening."
LORI PATE+ Adds Brand New School
Denver-based LORI PATE+ (http://www.loripateplus.com), the transmedia resource group, has added the renowned bicoastal design, promotion and production studio Brand New School (http://www.brandnewschool.com) as its newest roster member.
"Brand New School is the perfect addition to our strategic and creative group of transmedia branding resources," Pate said. "The company is known for its amazing work and remarkable creative solutions. They are great problem-solvers -- whether it's doing design, promotion, live action, animation or production. I'm excited to offer their services to our media clients."
Brand New School joins the other LORI PATE+ resources, including Lee Hunt LLC for brand strategy; Orange Design for print design; loyalkaspar and PMcD Design for on-air design and production; and BroadTent for interactive design and content.
ABOUT BRAND NEW SCHOOL:
With offices in New York and Los Angeles, Brand New School is a bicoastal directing collective working in all fields of commercial art. Ever evolving, the studio continues to cultivate a sense of wonder and exploration. For its artists and clients alike, BNS represents an opportunity to play at work, to conduct experiments in image-making, and to feed the inspiration that drives the industry.
About LORI PATE+:
LORI PATE+ represents the top branding, promotion, design, interactive and production professionals in the broadcast, cable and evolving media industries. Experienced and innovative, LORI PATE+ connects clients to its members to produce effective media branding solutions.
Web Resources:
Click here to watch the 'Estate of Panic' promos:
http://brandnewschool.com/project.php?id=542
Click here for more info about Brand New School:
http://brandnewschool.com
Click here for more info about LORI PATE+:
http://www.loripateplus.com
Click here for more info about Sci Fi Network:
http://www.scifi.com
Creative Credits:
Client: Sci Fi Network
Project: Estate of Panic - two-spot promo campaign
Production & Post Production: Brand New School, New York
Creative Director: Jonathan Notaro
Director: Mario Stipinovich
Executive Producer: Danny Rosenbloom
Cinematographer: Max Goldman
Production Designer: Kevin Bird
Storyboard Artist: Brian Wilcox
Line Producer: Hillary Rogers
Art Director: Mario Stipinovich
CG Supervisor: Vadim Turchin
3D Lighting: Aditi Kapoor
3D Animation: Matt Guzzardo
3D Modeling/Texturing: Adam Rosenzweig
Matte Painting: George Fuentes
Flame Artist: Mark French
Compositor: Chris Gereg
Editor: Matt Silver
Senior Producer: Devin Brook
Producer: Toby Sowers
Telecine: Company 3, New York
Sound Design: Sound Hound, New York
Composer: Brian Rund
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