2 August, 2018 - 08:01
Burrell Communications' new spot for Walmart taps SuperPrime's lauded directorial duo, The Malloys, and captures the excitement of the approaching first day of school with The Black Eyed Peas track, Let's Get Started.' Veteran editor, Bob Ackerman, was given the enviable task of shaping a wealth of stunning footage into a captivating visual story.
The agency's broadcast campaign shows parents how, with a few clicks of the retailer's app, free same day pickup makes shopping for school supplies hassle-free.
As editing gigs go, working with this amazing directing duo and the talented team at Burrell is as good as it gets, says Ackerman.
Ackerman cut the spots on the Avid Media Composer, weaving the brand's message into a visual story that evokes a range of emotion, without the aid of dialogue or voiceover. The Black Eyed Peas' song Let's Get It Started' provided the editor with a driving beat that set the pace and uplifting feel of the commercial.
I was thrilled that The Malloys were involved in the edit from the get-go, says Ackerman. Brendan was instrumental in carving out moments that were real and without pretense. Getting the directors' point of view and expertise throughout the editorial process helped us craft an extraordinary spot.
We had a great storyline and great directors. But Bob, as usual, delivered a great editorial story, says Williams. He has an eye and ear for blending performances with key musical moments to pull the audience in and make them a part of the story.
The commercial opens with a shot of a city skyline and then cuts to a businessman in his office perusing the Walmart app on his mobile phone. He smiles as he sees a backpack that his son would love and adds the item to his same-day pickup' order. A cross-section of fathers from different walks of life follow suit. After work, each dad heads to Walmart where their orders are ready and waiting at the Pick-Up counter.
The spots' storyline culminates with a large group of mothers and father gathered outside of an elementary school, encouraging their children with cheers of support. The chorus, Let's Get It Started says it all, as the psyched-up kids make their way through the enthusiastic crowd. A touching reaction shot from one of the boys looking back at his supportive community closes the commercial.
Working with Lewis Williams, Burrell's CCO, is always rewarding. He never loses sight of the story, and trusts that the agencys team, as well as everyone at the Colonie, are relentlessly pushing to make the spot everything it can be, says Ackerman.
Best known for its award-winning editorial services, The Colonie is also home to an accomplished in-house team of VFX and motion graphics talent, providing a full roster of high-end postproduction services under one roof.
The Chicago-based company's senior VFX artist Tom Dernulc enhanced the location around the school to make it more lively and attractive, adding greenery and cleaning up some of the grittier aspects of the location. He and his team also bulked up the crowd scenes, significantly augmenting the plates that were originally shot. The effects were created using a mix of tools, including Adobe Premiere, Adobe After Effects and Flame Premium.
It's always exciting to take elements from a scene and use them in ways that elevate the storytelling. The client wanted a larger crowd in front of the school, says Dernulc. It's not just about making it work technically, it's about finding the heart in the scene and making it feel right.
TravelStart Flight and Hotel Bookings
TravelStart Bookings for the Film Industry
Get More Film Business South Africa
Select your Membership
ACD, Carl Koestner. last worked with The Colonie on the Joe Pytka helmed McDonald's spot Late Night,' and CD, Lisa McConnell, previously worked with us on a couple of Toyota campaigns, says Colonie EP Mary Caddy. The agency's creative team brought the same strong point of view and persistent pursuit of excellence to this project.
My initial edit of the Black Eyed Peas' track. Let's Get it Started' was good but Lisa had an idea of how the song should start and how it should build thematically to the conclusion of the spot. She and sound designer Ian Scott of Chicago Recording Company delivered a final mix that works both musically and emotionally, says Ackerman.
About The Colonie: (http://thecolonie.com) The Colonie is a Chicago-based creative editorial, motion design, visual FX and finishing postproduction house with a seamless, full-service approach to creating broadcast and digital content that engages, entertains, informs and moves audiences.
About Burrell Communications: (http://www.burrell.com) Burrell is a full-service marketing and communications agency known for its leadership, solid strategic approaches, creative astuteness, and forward thinking.
About SuprePrime directorial duo, The Malloy:(http://superprimefilms.com/directors/the-malloys/) The Malloy brothers are lauded talents with a storied career.
CREDITS:
Client: Walmart
Title: Let's Get It Started
Type: Broadcast Commercials
Lengths: :60, :30 and :15
AGENCY: Burrell Communications / Chicago
CCO: Lewis Williams
Executive Producer: Shirley Portee
Producer: Shirley Portee
CD: Lisa McConnell
ACD: Carl Koestner
PRODUCTION COMPANY: SuperPrime / LA
Director: The Malloys
DP: Salvatore Totino
Producer: Donald Carr
EDITORIAL COMPANY: The Colonie / Chicago
Creative Editor: Bob Ackerman
Assistant Editor: Graham Chapman
Finishing: Tom Dernulc
Executive Producer: Mary Caddy
AUDIO/SOUND CO.: Chicago Recording Company / Chicago
Mixer: Ian Scott
Sound Designer: Ian Scott
MUSIC:
Song: Let's Get It Started'
Artists: The Black Eye Peas
CO
Most recent headlines
04/08/2024
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, a leading technology and service provider for media-rich organizations, a...
28/04/2024
Mediahaus delivers the first SRT live-streaming sports production over 5G with U...
19/04/2024
Thank You for visiting us at NAB 2024!
Thank you for joining us at the ToolsOnAir booth during NAB Show 2024!
We were delighted to showcase our latest inno...
19/04/2024
PARK CITY, UTAH - JANUARY 18: (L-R) John Early and Theda Hammel attend the 2024 Sundance Film Festival Stress Positions premiere at Library Center Theatre on ...
19/04/2024
By Lucy Spicer
One of the most exciting things about the Sundance Film Festival...
19/04/2024
Pictured: Midnight Family
By Stephanie Ornelas
A great way to get to know a city as culturally unique and rich as Mexico City is to listen to the stories tol...
19/04/2024
St. Louis, MO - April 18, 2024 - Studio Network Solutions (SNS) announced today that MOD won three prestigious industry awards at NAB Show 2024 held this week i...
19/04/2024
Spotify's mission is to unlock the potential of human creativity by giving a million artists the opportunity to live off their art and billions of fans the ...
19/04/2024
It's a beautiful day to be a Swiftie. Today, Taylor Swift dropped her 11th s...
19/04/2024
MELBOURNE, Fla., April 19, 2024 - The Board of Directors of L3Harris Technologies (NYSE:LHX) declared a quarterly cash dividend of $1.16 per common share, payab...
19/04/2024
PARIS Intel has announced that its plans for the Olympic and Paralympic Games Paris 2024 will include using artificial intelligence technology powered by Intel ...
19/04/2024
LAS VEGAS Technologists working on all aspects of the 8K media production chain offered an optimistic update at the 2024 NAB Show on the state of 8K in video pr...
19/04/2024
OpenDrives New Software-Defined Platform Atlas Wins 2024 NAB Show Product of the...
19/04/2024
Grass Valley Showcases Next-Generation T3 Series 4K/HD Digital Recording and Pla...
19/04/2024
NiTRo's M-CUBE Studio Levels Up Esports Productions with AJA Gear
Brie Clayton April 19, 2024
0 Comments
Esports' rapid rise to popularity can...
19/04/2024
Blackmagic Design Announces DaVinci Resolve 19
Brie Clayton April 19, 2024
0 Comments
Major update adds new DaVinci Neural Engine AI tools, new color ...
19/04/2024
Sony Pictures Entertainment is reportedly in talks with Apollo Global Management to make a bid to acquire Paramount which itself is currently discussing a merge...
19/04/2024
Simon Wilkinson, head of VFX at 1185 films, talks about the technology behind the newly-released horror
By Matthew Corrigan
Published: April 19, 2024
Simo...
19/04/2024
The global electronics company is said to be considering joining forces with investment firm Apollo Management to bid for Paramount Global
By Jenny Priestley
...
19/04/2024
The report broke the economic footprint of EBU member sports broadcasting into three main areas
By Matthew Corrigan
Published: April 19, 2024
The report b...
19/04/2024
CBS Stations has launched CBS News California Investigates , with Julie Watts named regional CBS California correspondent. She will uncover and raise awarenes...
19/04/2024
MediaCo Holding, which owns radio stations WQHT (Hot 97) and WBLS in New York, said it acquired Estrella Media's Spanish-language video, audio and digital c...
19/04/2024
Netflix has ordered season five of fantasy drama The Witcher, which will be the final season. Production has recently begun on season four, and the two remainin...
19/04/2024
DirecTV Stream said it added eight more The CW affiliates to its lineup on Thursday....
19/04/2024
CBS has renewed Elsbeth for the 2024-2025 season. The drama, with Carrie Preston in the lead role, debuted February 29....
19/04/2024
With the Bears picking first, NBCUniversal Local's properties in Chicago plan extensive coverage of the NFL draft next week....
19/04/2024
PHILADELPHIA As government subsidies for broadband services come to an end, Comcast has launched NOW, a new product portfolio of lower-cost Internet, mobile and...
19/04/2024
DirecTV Stream has added more local CW stations for its streaming customers in Boston, Charlotte, Cincinnati, Cleveland, Hartford-New Haven Conn., Phoenix, San ...
19/04/2024
NEW YORK & LOS ANGELES MediaCo Holding Inc. has announced that it has acquired all of Estrella Media's network, content, digital, and commercial operations....
19/04/2024
SAN JOSE, Calif. Adobe has announced that the all-new Adobe Express mobile app is available to all users, bringing features powered by Adobe Firefly generative ...
19/04/2024
LOS GATOS, Calif. Netflix reported another blockbuster quarter by adding 9.33 million new subscribers in Q1, 2024 as global paid memberships hit 269.6 million, ...
19/04/2024
The Current State of the Industry and the Future Impact of AI
Hillary Lewis April 18, 2024
0 Comments
The Entertainment Industry: How did we get here ...
19/04/2024
After Effects Tutorial Text Blur Reveal
Andy Ford April 18, 2024
0 Comments
Here's a way to do a quick blur reveal for your text layer. Start by...
19/04/2024
Hollyland Mars M1 Enhanced Wireless Transmitter / Receiver
Colin Smith April 18, 2024
0 Comments
This tutorial shows the new wireless transmitter rece...
19/04/2024
Resolve Fusion: Writing Expressions with Lua
Simon Ubsdell April 18, 2024
0 Comments
The answer to the very frequently-asked question: what is the pro...
19/04/2024
B+C and Next TV have announced the winners of Best of Show Awards for the 2024 NAB Show. The awards were judged by a panel of industry experts at the convention...
19/04/2024
Cate Blanchett narrates the Netflix series Our Living World, which premieres April 17. The four-part series looks at the extraordinary creatures around the glob...
19/04/2024
Apple TV Plus has a spinoff of For All Mankind in the works. It is called Star City and details the cosmonauts, engineers and intelligence officers working behi...
19/04/2024
Jacquie Walker, longtime anchor at WIVB Buffalo, will step down from the anchor desk. She has spent over 40 years at WIVB and her last day as an anchor is May 2...
19/04/2024
Bob Hearts Abishola will premiere in broadcast syndication this fall on such station groups as Nexstar Media Group, Sinclair, Hearst Television, Tegna, E.W. Scr...
19/04/2024
Live With Kelly and Mark remains TV's top entertainment talk show as Kelly Ripa and her co-host and husband Mark Consuelo celebrate their one-year anniversa...
19/04/2024
Sean McLaughlin has been named VP of news for Graham Media Group. He had been senior VP of local news at E.W. Scripps. He will will be responsible for developi...
19/04/2024
Netflix has shared the first trailer from One Hundred Years of Solitude, a series based on the esteemed novel by Gabriel Garc a M rquez. The streamer is on boar...
19/04/2024
NAB 2024 in Review: West Hall - SportsTech Buzz From AWS, Appear, Ateme, The Swi...
19/04/2024
NAB 2024 Draws 61,000+ Attendees With More Than Half Attending the Show for the ...
19/04/2024
Rohde & Schwarz and VIAVI support European OTIC in Berlin for O-RAN conformance ...
19/04/2024
Wuppertal April 19, 2024
Riedel launches Bolero Connect for seamless integration with PunQtum A pioneer in the field of digital intercom, Riedel has recently ...
2 August, 2018 - 08:01 
