Sony Pixel Power calrec Sony

Modern Industry Pictures Jeff Apps Lights Up Sycuan Casino, in the Heart of San Diego

19/11/2015

There's much to see and do every day in San Diego: Mission Beach, the Gaslamp, Petco Park, and more. The fun continues when the sun goes down, as we learn in the :60 Play.Win.Together. part of a TV, Radio and Outdoor campaign for Sycuan Casino. Directed by Jeff Apps of Modern Industry Pictures, and created by the client's in-house team, the spot opens with some of those landmarks - including cameos by Padres legend Steve Garvey, Bill Walton, Rey Mysterio Jr., and beloved baseball mascot The Friar - before making the scene at Sycuan. Through a series of seamless and inventive transitions, Apps delivers a pastiche of gaming, food and entertainment that rounds out the San Diego experience.

At its core, this is the story of a day in San Diego, catching the first wave and moving inland, Apps explained. Everywhere we went, people had kind things to say about Sycuan, which has a genuine, longstanding involvement with the community. The director noted that the line, Play.Win.Together. is not limited to activities inside Sycuan. Playing and winning speak not just to visiting Sycuan but to San Diego as a whole, he said, giving props to the Sycuan team, led by Marketing Director Daniel Morales and Creative Director Deric Harven.

Jeff and I were familiar with one another by reputation. He's known as a meticulous filmmaker who assembles an amazing team and that notion is well-founded, said Morales. On day one, he and I concluded that the sincerity of the Sycuan brand and their casino had to come across in the work, recalled Morales, adding that the spot has delivered huge returns in terms of customer loyalty and new guests at the casino. I have to believe that all the positive feedback to this campaign is due to this holistic and innovative approach: it's a feel-good spot, it's upbeat, like San Diego itself. This really has crystallized our reputation as an integral part of this city's everyday life.

There's a great creative synergy between us, Apps affirmed of his rapport with Morales. Dan's constructed a powerful in-house creative department. Our collaboration and the project was a privilege all the way around. Apps added that he was honored to have Academy Award-winning cinematographer Russell Carpenter (Titanic) on board. I've had the good fortune to work with Russell on other projects and he was available for this shoot so it kind of worked out perfectly, he said. We strived to have togetherness' reflected in those scene transitions. We wanted a fluid, cohesive vibe throughout, where everything was connected on many levels.

The campaign has generated industry accolades as well, and contributed to Sycuan's recent nomination as the San Diego Ad Club Brand of the Year, the only such nominee with in-house creative. The fact that this is a homegrown campaign is very significant, Morales stated. We had some wonderful tools at our disposal, and could have done a much bigger, effects-y spot - we had Russell Carpenter! But we were committed to this idea of relatability, and community resonance, that's our brand. And the homegrown aspect applies to the creative process as well. This commercial is something Jeff and I started from scratch, and I'm very proud of it.

While Apps is a Los Angeles native, San Diego holds a special place in his heart. While working as a producer on music videos in LA, his weekend job was indulging a profound love of extreme sports. Shooting motocross, skiing, and other events in 16mm, Apps crossed paths with Thor Motocross. It was this San Diego-based brand that gave him a budget to direct his first official project - a spot that aired nationally during the Wide World of Sports. Apps moved into mainstream directing, with work for XBOX, Microsoft, EA Games, UBISoft, K-SWISS, Edison, Intuit, PG&E and Red Bull - to name a few. The director's work in different genres has armed him with an artistic and technical arsenal he certainly brought to his work for Sycuan. In resort advertising, there's a tendency to go very broad, he said. The characters in this spot are having fun and are elated, of course. But we worked to create an air of believability while adding elegance and style. In the end, it's more the kind of fun that exists in the real world.

Apps' Modern Industry Pictures is likewise rooted in reality, but not the kind faced by many production companies in the current budgetarily constrained climate. As owner and principal director, Apps has been able to create the model he always wanted - a production company that focuses strictly on creativity, not overhead. The goal was never to create a huge company, he explained. It was to build a great team, and create great work.

About Modern Industry Pictures Founded by award-winning director Jeff Apps in 2002, Modern Industry Pictures is one of the most respected production companies in the industry today. Led by Executive Producer Edy Enriquez, in support of directors Apps and Eric Del Greco, our team of production professionals is dedicated to quality and excellence in every way. We create, produce and deliver creative content, commercials, and short films for clients around the world.

Sycuan :60 "Play.Win.Together" from Jeff Apps on Vimeo.

Project Credits

Client: Sycuan Casino Spots Title(s): Play.Win.Together.

Agency/Location: in-house Marketing Director: Daniel Morales Creative Director: Deric Harven

Production Company/Location: Modern Industry Pictures - Los Angeles Director: Jeff Apps DP: Russell Carpenter, ASC EP(s): Edy Enriquez Line Producer: Josh Martinez

Editorial Company/Location: Barbed Wire FX Editor: Burley Vandergriff

Telecine Company/Location: Dave Hussey Colorist: Company 3

Post/Effects Company/Location: Barbed Wire FX - Hollywood VFX Supervisor: Avi Das

Music Company/Location: Capital Cities One M
LINK: https://news.creativecow.net/story/880223...
See more stories from creativecow

Most recent headlines

04/08/2024

Dalet Appoints Santiago Solanas as CEO to Lead Next Era of Growth and Innovation

Dalet, a leading technology and service provider for media-rich organizations, is excited to announce Santiago Solanas as its new Chief Executive Officer (CEO)....

03/06/2024

Dalet and Veritone Reach Agreement to Distribute, Transact and Monetize Media Archives

Dalet, a leading technology and service provider for media-rich organizations, a...

26/05/2024

Alfredo Valdes Named Noticiero Telemundo Arizona' Meteorologist

Alfredo Valdes has been named meteorologist for Noticiero Telemundo Arizona weekday morning newscasts, which run on KTAZ Phoenix and KHRR Tucson. Both stations ...

26/05/2024

Paramount, Charter Reach Carriage Deal That Includes Linear Networks, TV Stations and Streaming Services

Paramount Global and Charter Communications said they reached a new carriage agr...

26/05/2024

Daytime Emmys To Again Be Hosted by ET's Kevin Frazier, Nischelle Turner

Entertainment Tonight's Kevin Frazier and Nischelle Turner are returning to host the 51st annual Daytime Emmys, CBS and the National Academy of Television A...

25/05/2024

Get to Know This Summer's Filmmakers Through These 12 Sundance Films

(L-R) Writer-director Hannah Pearl Utt and co-writer Jen Tullock star as sisters in Before You Know It, which premiered at the 2019 Sundance Film Festival....

25/05/2024

Study: Digital Media Ad Spend Grew 18% in Q1 24

NEW YORK A new study from Guideline indicates that In Q1 2024, large US advertisers expanded their overall ad spend by 7% compared to the year prior and that di...

25/05/2024

Accedo Helps ITV Expand ITVX to Sony PlayStation 4 and 5

STOCKHOLM Global video solutions provider, Accedo has announced that it worked with ITV in the U.S. to expand the reach of the broadcasters streaming service, I...

25/05/2024

Broadband Forum Celebrates 20th Anniversary of TR-069 Standard

Broadband Forum has announced that it is celebrating the 20-year anniversary of its groundbreaking TR-069 standard that has paved the way for the open standards...

25/05/2024

TV Tech Weekly Tech Wrap-Up

Missed any of our coverage of new products, services and deployments during your busy week? The TV Tech weekly wrap-up provides links to all of our product cove...

25/05/2024

HBO Original Series 30 Coins Season Two Finished with DaVinci Resolve Studio

HBO Original Series 30 Coins Season Two Finished with DaVinci Resolve Studio Brie Clayton May 24, 2024 0 Comments Blackmagic Design announced today th...

25/05/2024

VideoProc Converter AI: Your Answer to Video Format Challenges and Quality Enhancement

VideoProc Converter AI: Your Answer to Video Format Challenges and Quality Enhan...

24/05/2024

The Hives Celebrate 50 Years of Sweden's Global Music Success With Spotify Singles Cover

On April 6, 1974, the Swedish pop quartet ABBA won the Eurovision Song Contest w...

24/05/2024

The U.K. Holds Firm in the Fight for Fair Competition With the DMCC Act, But It's Not Over Yet

For more than a year, the U.K. government has been working to redefine how the i...

24/05/2024

Alone Australia continues to build as it moves towards finale

Alone Australia continues to build as it moves towards finale 23 May, 2024 Media releases The program continues to deliver for SBS with significant uplifts...

24/05/2024

EditShare Introduces Expanded Product Line-Up at BroadcastAsia

EditShare Introduces Expanded Product Line-Up at BroadcastAsia Transforming innovations in workflow, server and delivery from storyboard to screen Boston, MA...

24/05/2024

ZEISS CinCraft Scenario Camera Tracking Now Compatible wi...

Scenario 2.0 introduces pre-calibrated lens templates and the Lens Template Finetuner, increasing flexibility and compability while also saving a great amount o...

24/05/2024

Chyron Unlocks a Complete Newsroom in the Cloud With News...

Based on a long-term, coordinated development effort, Chyron today announced sweeping improvements across its news workflow portfolio that empower broadcasters ...

24/05/2024

Cobalt Expands its Reach into the AV Market with Plans to...

Cobalt Digital, known for its vast array of signal processing products, is strengthening its position in the Pro AV market by exhibiting at InfoComm 2024 for th...

24/05/2024

IHSE USA Earns Coveted Awards at the 2024 NAB Show

HSE USA today announced that the company s JPEG-XS IP Core for KVM and kvm-tec Scalable Pro Line 5K were honored with three awards at this year's NAB Show i...

24/05/2024

Aputure Gears Up for the 2024 Cine Gear Expo

Aputure, creators of LED lighting for filmmakers, is excited to showcase its award-winning lineup of professional lighting solutions at the upcoming Cine Gear E...

24/05/2024

EVERTZAV JOINS GPA GLOBAL PARTNER PROGRAM

EvertzAV (https://av.evertz.com), a division of Evertz, the global leader in providing professional A/V over IP solutions, is proud to announce its partnership ...

24/05/2024

Metropolis Studios Upgrades To Prism Sound Dream ADA-128...

With 25 Prism Sound ADA-8XR multichannel converters already in use across its five studios, the internationally acclaimed Metropolis Studios in London is no str...

24/05/2024

Leader Expands LVB440 IP Analyzer with New Measurement To...

Leader Electronics Corporation, globally active innovator of broadcast-quality test and measurement instrumentation, announces an expansion to the capabilities ...

24/05/2024

Digital Alert Systems and Inovonics Partner on Joint Solu...

Digital Alert Systems, the global leader in emergency communications solutions for video services providers, and broadcast equipment provider Inovonics today an...

24/05/2024

Time in Pixels Updates OmniScope with New Twin Peaks Scope for Professional Colorists and DITs

Time in Pixels Updates OmniScope with New Twin Peaks Scope for Professional Co...

24/05/2024

ZEISS CinCraft Scenario Camera Tracking Now Compatible with Most Popular Lens Brands

ZEISS CinCraft Scenario Camera Tracking Now Compatible with Most Popular Lens Br...

24/05/2024

Inaugural Gnome Opener in Greenville TONIGHT

Tonight's the night! The Greenville Yard Gnomes open their inaugural home season at Guy Smith Stadium! Join the Gnomes for all the fun and excitement of t...

24/05/2024

Boston Conservatory Plays a Leading Role at the 41st Annual Elliot Norton Awards

Boston Conservatory Plays a Leading Role at the 41st Annual Elliot Norton Awards With six wins and eight additional nominations, the Conservatory's theate...

24/05/2024

UK's Media Bill heads towards Royal Assent

An amendment to the Bill includes retaining the Reithian principles of public service broadcast, ensuring PSBs continue to inform, educate and entertain By Jen...

24/05/2024

BCE appoints Sylvain Merle as CTO

Merle joins BCE following a 30 year career including roles at Orange/Globecast and beIN Media Group By Matthew Corrigan Published: May 24, 2024 Merle join...

24/05/2024

FCC Chair Rosenworcel Proposes FCC Require Disclosure of AI Content in Political Ads

WASHINGTON, D.C. As concerns grow about the potential impact of fake AI-generate...

24/05/2024

Robin Davis Named Senior VP, Chief Distribution Officer for Scripps

CINCINNATI The E.W. Scripps Company has named Robin Davis as its senior vice president, chief distribution officer....

24/05/2024

Nilesat Chooses PlayBox Neo Solutions for Major Service Expansion

CAIRO, Egypt PlayBox Neo has announced that it is providing technologies for the expansion of the broadcast channel management and playout infrastructure at the...

24/05/2024

FCC's Carr Opposes Effort to Require Disclosure of AI-Content in Political Ads

WASHINGTON, D.C. FCC Commissioner Brendan Carr has come out against a proposal b...

24/05/2024

FCC Commissioner Simington Announces Staff Changes

WASHINGTON, D.C. Federal Communications Commission commissioner Nathan Simington has announced several staff changes with one departure from his office, one new...

24/05/2024

The Increasingly Important Role of IPTV in College & University Sports Venues

The Increasingly Important Role of IPTV in College & University Sports Venues Andy Wagner May 23, 2024 0 Comments According to Nielsen data, college b...

24/05/2024

Disguise Launches New Generation of EX Media Servers to Power the Future of Entertainment

Disguise Launches New Generation of EX Media Servers to Power the Future of Ente...

24/05/2024

Graded on Baselight 6.0 - rase Una Vez En El Caribe (Once Upon a Time in the Caribbean)

Graded on Baselight 6.0 - rase Una Vez En El Caribe (Once Upon a Time in the Ca...

24/05/2024

Local News Close-Up: South Central Pa.'s HLLY' Market Is on the Rise

Harrisburg-Lancaster-Lebanon-York is one of just two four-city DMAs in Nielsen's top 50, and the so-called HLLY market (pronounced hilly ) offers small-tow...

24/05/2024

Calif. Court Dismisses Michael Kassan's Slander Suit Against UTA Lawyer

Former MediaLink head Michael Kassan's slander and libel suit against a lawyer for UTA has been dismissed....

24/05/2024

Mission Broadcasting Terminates Agreement To Buy WADL Detroit

Mission Broadcasting has sent a letter to Adell Broadcasting terminating Mission's agreement to purchase WADL Detroit for $75 million....

24/05/2024

Host Patton Oswalt On How To Win on The 1% Club' Game Show

The 1% Club, a game show hosted by Patton Oswalt, debuts on Prime Video May 23 and then on Fox June 3. The show is not so much about answering trivia questions,...

24/05/2024

Pete Hegseth, Fox & Friends Weekend' Co-Host, Publishes New Book

Pete Hegseth, Fox & Friends Weekend co-host, releases his book The War on Warriors: Behind the Betrayal of the Men Who Keep Us Free June 4. Published by Fox New...

24/05/2024

The CW Orders More Wild Cards'

The CW has renewed drama Wild Cards for a second season. Vanessa Morgan and Giacomo Gianniotti are in the cast. There will be 13 episodes....

24/05/2024

COBALT DIGITAL at InfoComm 2024 - Booth # C8483

COBALT DIGITAL at InfoComm 2024 - Booth # C8483 May 24, 2024 InfoComm Booth # C8483 Journalists: Click to schedule a visit to Cobalt Cobalt Expands its Reac...

24/05/2024

Add Punch & Snap to Drum Hits

By Craig Anderton A Pro EQ3 stage's gain can respond dynamically to incoming signal level, so that louder inputs kick the gain higher (or lower). But Studi...

24/05/2024

Yahsat Awarded Highest Tier 4 Certification from World Teleport Association

The certification underscores world-class standards of services at Yahsat's Abu Dhabi Teleport Abu Dhabi, United Arab Emirates, 21 May 2024: Al Yah Satelli...

24/05/2024

Tribeca Festival and Canva Announce Return of Kickstart With Canva a Creative Program in Collaboration with Tribeca

May 24th, 2024 Press Materials Available Here TRIBECA FESTIVAL AND CANVA ANNOU...

24/05/2024

Indy 500: NBC Sports Introduces Virtual Car, Pit-Box SpyCams to Memorial Day Tradition

Indy 500: NBC Sports Introduces Virtual Car, Pit-Box SpyCams to Memorial Day Tra...