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  • Sherri

    Diego Panich Cuts Lenny Kravitz' Spot

    August 25, 2011, 11:52 am
    Wild(child) Editor Diego Panich Takes His Cues From Lenny Kravitz’s Cool Style + Hot New Track, ‘Rock Star City Life,’ To Create A Natural Pace + Documentary Feel For His Second Spot For The Clothier, Basement
    Wild(child) Editorial's Diego Panich was recently tasked with cutting a spot featuring Lenny Kravitz that makes viewers feel like they have an all-access pass backstage at the rocker's concert and are sharing the experience with his inner circle of friends in a world where music and fashion come together. Panich set the pace of the spot, taking his cues from the Grammy award-winning artists new track, 'Rock Star City Life,' and his signature style, which is personified by Basement’s hip urban line of men’s clothes. Director Philip Adelman’s stunning 35mm black + white footage created the documentary-like feel of the commercial.



    VIEW SPOT


    The :30 spot opens with an aerial shot of Miami, that cuts to street level as the camera moves with the city’s traffic. The viewer rides along, following a black SUV with tinted windows up a winding ramp where Kravitz exits the vehicle and approaches a backstage door. He shakes hands with the security guard and enters the venue, exuding his signature cool, self-assured persona as he glides through a crowd of friends, band mates and his entourage.



    “There’s a ‘party’ scene that features Kravitz hanging out with this hip crowd, enjoying animated exchanges and laughter. It was key to the spot and the client wanted it to have a cool rocker vibe, " notes Panich, who edited the spot on Final Cut Pro. "Director Philip Andelman’s abundance of masterful footage gave me more than what I needed to create a montage sequence that enhanced this feeling. I was able to achieve a nice balance by weaving in some quiet moments shared between Lenny and his lead guitar player, Craig Ross, which had an intimate feel and showed the bond between the friends.”



    Just before the show is about to begin, Kravitz goes the wardrobe area and selects a shirt and hip black leather jacket from a rack of clothes, revealing a Basement label on the hanger. He pulls off the tee shirt he’s wearing, puts them on and heads down a corridor, followed by his band. The screams of his fans in the huge, filled to capacity venue build to a crescendo as the curtains parts and he walks onto stage. The tag, BASEMENT: LENNY KRAVITZ, Solo En Falabella, closes the spot.



    Hired earlier this year by director Martin Romanella to cut Basement’s previous spot, a surreal fantasy featuring supermodel Kate Moss and a giant Rabbit, Panich proved his talent for capturing just the mood and feel that the client was going for. This time around, confident in Diego’s ability to create a spot that convey Basement’s unique brand, the agency, Dittborn & Unzueta out of Santiago de Chile, hired the editor directly for the campaign’s second spot.



    “For me, the energy and vitality of the tempo and lyrics of Kravitz’s song was the dominating force of the commercial,” says Panich. “As soon as I began cutting, the beat revealed itself as the perfect pace for setting the mood and pace.”



    The lyrics of “Rock Star City Life’ drive home the strong connection between the world of a superstar rocker and the role of fashion and style, bringing home the spot’s message. (‘Walks like a man, you think she's older. She understands. She ain't no joker. She's got the glam, A rock n' roller. She knows that she's got the look. And she's gonna play. She got an attitude Rock star city life! She got an attitude.)



    “The song’s rocker beat and lyrics were the driving force behind the spot’s timing,” says Panich. “But as the story arched I wanted to amp up the rhythm of the spot, so I deliberately lost the synchronicity between the music and the action, and transitioned into a pace that reflected the exhilarating frenzy of the screaming audience as anticipation of the first glimpse of Lenny builds, just before he’s about to walk through the curtains onto the stage.



    “I’m a musician myself, so creating a music-driven spot comes naturally for me – and getting the opportunity to work with director Philip Andelman’s footage was an editor’s dream come true,“ says Panich. “The only challenge this job presented was having to repeatedly re-sync the beat with the visuals every time I changed the order of the scenes, or created an alternate version.”



    “Lenny Kravitz is a global icon who personifies the connection between rock ‘n roll and fashion,” adds Panich. “It was exciting to work on a spot that featured a singer/songwriter of his caliber, although the musician side of me couldn’t help but compare my no-frills backstage routine the that of the superstars – and found it a little disheartening," adds Panich. "None the less, cutting this spot was an amazing experience.”



    About Diego Panich:
    Editor Diego Panich is an award-winning editor working in both the US and global markets. His credits include ‘Rabbit,’ the first spot for Basement’s campaign, featuring Kate Moss, ‘Nike Surgery, which garnered a Bronze Clio in 2008, and ‘Father + Daughter’ for MTV, which was awarded the Cannes Silver Lion. Most recently Panich lent his talents to Lipton Ice Tea’s newest global spot, 'Join The Dance,’ featuring actor Hugh Jackman, and a cast of 150, directed by Luciano Podcaminsky out of @Radical/Stink, NY.



    About Diego Panich:


    Editor Diego Panich is an award-winning editor working in both the US and global markets. His credits include ‘Rabbit,’ the first spot for Basement’s campaign, featuring Kate Moss, ‘Nike Surgery, which garnered a Bronze Clio in 2008, and ‘Father + Daughter’ for MTV, which was awarded the Cannes Silver Lion. Most recently Panich lent his talents to Lipton Ice Tea’s newest global spot, 'Join The Dance,’ featuring actor Hugh Jackman, and a cast of 150, directed by Luciano Podcaminsky out of @Radical/Stink, NY.



    About Wild(child) Editorial:


    Wild(child) Editorial is a NYC-based creative boutique with an award-winning staff of in-house editors complimented by a select roster of global talent that offers advertising agencies and content creators the ability to connect with a diverse mix of cultures and styles. The veteran company provides commercials, as well as films, music videos, broadcast programming and emerging media, with a full range of postproduction services – from rough-cut editorial through finishing.



    Wild(child) Editorial, and its sister company, Resident Creative Studio, reside in an open-architecture creative environment that allows the two firms to collaborate seamlessly, with a shared creative vision, from concept to completion.



    Wild(child) Editorial’s work includes spots for Nike, Verizon, Givenchy, Candies, Time Warner, Frontier Airlines, P&G, Wendy’s, USA Network. Wild(child) Editorial also attracts a steady stream of prestigious films, such as Al Pacino’s acclaimed indie film, Wilde Salome, which will be presented with the Glory Award at the 2011 Venice Film Festival, and the feature film City Island, starring Andy Garcia which won the Tribeca Audience Award.



    About Resident Creative Studio:
    Resident is a creative consortium where a multi-disciplined collective of top-caliber international design-driven talent specializing in VFX, photorealistic CG, motion graphics, live-action production, interactive and emerging media provide clients with a full service creative environment. Resident’s roster of work includes spots for Avon, Heineken, Verizon, Pepsi, Max Factor, Remington, Time Warner, and Vitamin Water; Music Videos include Coldplay, Kanye West, Jay Z, Kenna and Lupe Fiasco.



    Contacts:
    To view Diego Panich’s work or for more information about Wild(child) Editorial + Resident Creative Studio: General Market: Roxanne and Co, roxanneandco@mac.com, 212.679.9797. US Hispanic Market: Isabel Echeverry (isabel@kontaktoreps.com,) 786-275-6555. Wild(child) Editorial (www.wildchildpost.com) Executive Producer, Elissa Muddell: elissa@wildchildpost.com, 212.725.5333. Resident Creative Studio (www.weareresident.com) Director of Development, Liz Ludden: liz@weareresident.com, 212.683.7377.



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  • Other Postings By Member

    • Sherri
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    • Sherri
      EDITING

      ‘In Bed With’ Series Turns Ford Pickup into Ve

      November 17, 2016, 11:23 am
      ‘In Bed With,’ a live performance video series created by Leo Burnett creative director Debbie Mudd, video director Jake Brusha and edited by Keith Kristinat out of The Colonie, celebrates live music in a whole new way, by bringing bands and banter together in the bed of an old pickup truck. Recorded and mixed by Nealle DiPaolo, the popular web series has begun production of its second season.

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    • Sherri
      EDITING

      The Colonie Cuts spot for Toyota Corolla 2017

      October 13, 2016, 12:59 pm
      Burrell Communications Calls Upon Cutter Bob Ackerman & the Creative Editorial Boutique’s Team for ‘I Do,’ An Upbeat Commercial With a Contemporary Feel Tailored to its Young African American Target Market

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    • Sherri
      EDITING

      The Colonie Revs Up for Toyota Corolla 2017

      October 13, 2016, 12:51 pm
      The Colonie recently teamed with Burrell Communications to provide editorial, VFX and design services for ‘I Do,’ a broadcast spot introducing the 2017 Toyota Corolla. Creative editor, Bob Ackerman took the automaker’s tagline, ‘Let’s Go Places,’ and ran with it. Fast-paced cuts and editing effects helped create an upbeat message that celebrates the bold creativity of both the new Corolla, as well as its target audience - today's ‘on-the-go’ generation of young African Americans adults.

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    • Sherri
      EDITING

      The Colonie Cuts Blue Point Brewing Co. Spot

      July 22, 2016, 7:02 am
      VSA Partners’ new media campaign for Blue Point Brewing Company taps the talents of The Colonie editor Bob Ackerman and his team for “Patchogue’s Got It All,” a comedic spot that takes a disarming approach to introducing the premium craft beer and a refreshed brand that’s both subtle and bold.

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    • Sherri
      EDITING

      The Colonie Cuts Comedic and Hard-Hitting PSAs for

      June 22, 2016, 10:15 am
      HY Connect Calls Upon Editor Tom Pastorelle and the Chicago-Based Editorial and Post Boutique’s Full Roster of Services forthe American Academy of Dermatology’s Broadcast Campaign About the Dangers of Sun Exposure & Strategies for Prevention and Early Detection of Melanoma

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    • Sherri
      EDITING

      "Looking Good" A Comedic PSA Cut By The Colonie

      June 22, 2016, 10:02 am
      Cut to a contagious beat by Tom Pastorale of The Colonie, “Looking Good," a PSA for the American Academy of Dermatology” takes a light-hearted approach to a serious issue. The :30 spot opens with a portly middle-aged man sprightly dancing around the bathroom with a towel wrapped around his waist, occasionally pausing to strike a comical pose in the mirror as he admires himself - while the VO stresses the importance of men examining their skin for signs of melanoma.

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    • Sherri
      EDITING

      The Colonie's Bob Ackerman Cuts Toyota Campaign

      January 30, 2016, 9:35 pm
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    • Sherri
      EDITING

      The Colonie’s Editors + Designs Take The Spotlig

      November 24, 2015, 10:18 pm
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    • Sherri
      EDITING

      Brian Sepanik Cuts 'Happy Hour'

      October 28, 2015, 3:57 pm
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