Lawyers and shrinking budgets are the first things that come to mind. The biggest challenge is to be able to work through and adapt to the changes coming down the road.
2. What are the industry’s biggest strengths at the moment?
Like Mom always said, “change is good.” New forms of media are popping up, and viral advertising lets us be more creative with less limitations… It’s inspiring to be at the beginning of a new stage in advertising.
3. What upcoming trends could change the way people in this industry work?
Obviously, Internet advertising affects all of us… Content is changing, the traditional :30 will still have its place but no longer will we be limited to a :25 second commercial with 5 seconds of legal jargon. Maybe the Internet’s sole purpose really isn’t porn…?
4. What was you favorite project (film or TV show) that your company worked on in the past year? Why?
I recently finished a project with The Viral Factory for Remington. It was a great concept and an even better execution. I had a great time working with James Rouse and the guys at the Viral Factory. Once you see it, you’ll understand the “why.”
5. Name the top 4 artists in your Ipod?
Ben Harper
Thom Yorke
Keane
The new K-Fed
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With his latest project for Carl’s Jr. and Hardee’s via Mendelsohn-Zien Advertising, editor Justin Trovato of Jigsaw Editorial has cut the most expensive burger commercial ever made. Actually, it’s not the commercial’s budget that set a new record, it is the burger itself. Well, truth be told, the burger wouldn’t be so costly were it not for the wine. Yes, the wine. Breaking today, “Maloof Brothers” showcases the new $6000 Combo Meal from Carl’s Jr. The spot stars the proprietors of the Palms Hotel & Casino in Las Vegas, and ‘ in keeping with the town’s taste for excess ‘ the meal features a burger complemented by a Petrus ‘82 Pomerol. For non-aficionados, that’s a (roughly) $5994 bottle of wine.
The spot opens outside the hotel, shot in monochrome, with a nod to old-school Vegas charm and red carpet glitz and glam. The paparazzi abound, their flashbulbs popping wildly, as the four Maloof Brothers and a bevy of lovelies emerge from their limousine. Dean Martin’s “Ain’t That A Kick in the Head” plays over the scene. The group makes its way into the casino. One title card introduces the Maloofs as the owners of the Palms while another underscores their status by noting their net worth of $1 billion. The film now blooms in full color, and the brothers ‘ moving through the casino floor with takeout bags from Carl’s Jr. in hand ‘ the brothers sit down to eat. They dig into their burgers, and the ’82 Pomerol. We’re not surprised to learn that the “$6000 Combo Meal” is available exclusively at the Palms.
Trovato explained that the shooting style of director John Mastromonaco made for a more flexible edit. “Mastro sent the Maloofs off to have a good time with the burgers and the wine, filming them with two cameras as they hung out. There was structure, of course, and the film is beautiful, but it was very relaxed and fun on set.” As a result, there was quite a bit of film to work with, and the task fell to Trovato to assemble an organic piece that smoothly integrated the tone, setting, conversation, and, of course, the food. “Justin did a fantastic job on a previous campaign for us, so we wanted to give him a higher profile spot to work on,” said Associate Creative Director/Copywriter Mick DiMaria and Associate Creative Director/Art Director Justin Hooper. “We knew he'd nail it, and he did. Additionally, the Maloof Brothers have been more than happy with the end result. Every step in the post production process, everyone found a way to make the spot better, from the editor to our music and sound people to the visual effects artist. It was a great collaboration.”
This is Trovato’s third outing with the client, and a worthy follow-up to Remington “Fashion Show,” which he cut for The Viral Factory. Created via Grey London, the successful 3-minute viral (2 million hits and counting) purports to chronicle the latest work of a fictional fashion designer whose canvas is hair ‘ specifically pubic hair. “Both projects were a lot of fun,” Trovato concluded. “Each had its own unique mix of reality and fantasy.”
CREDITS
Agency: Mendelsohn-Zien Advertising
ECD: Jordin Mendelsohn
Associate CD/Copywriter: Mick DiMaria
Associate CD/Art Director: Justin Hooper
Agency EP: Melissa Salzer
Assoc. Producer: Molly McFarland
Production Company: Argyle Brothers
Director: John Mastromonaco
EP: Sue Crain
Producer: Suzie Greene Tedesco
Editorial: Jigsaw
Editor: Justin Trovato
Telecine: Company 3
Colorist: Mike Pethel
Online: Brickyard VFX
Artist: Patrick Poulatian
Music Licensing: HUM Audio Post: ON Music & Sound
Mixer: Chris Winston
Sections: Creativity
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