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Dave Grohl Presents ‘Play’ – A Two-Part Mini-Documentary Produced by Therapy Content

Therapy Studios Handles Post for the 23-Minute Film Featuring an Original Track Written, Filmed & Played on Seven Instruments by Grohl.

Therapy Content/Therapy Studios once again joins forces with Dave Grohl and Roswell Films to present “Play,” a mini-documentary that culminates with the Foo Fighters founder performing a solo 23-minute instrumental of epic proportions.

Directed by Grohl with help from his Sound City/Sonic Highways collaborator Mark Monroe, “Play” is a two-part film celebrating the rewards and challenges of dedicating one’s life to playing music. “Play” is the newest product of the longstanding creative collaboration between Therapy Content Executive Producers John Ramsay and James Rota, and Grohl, the EP of Roswell Films.

Inspired by watching his kids begin to learn and play music, the mini-film follows Grohl’s self-imposed challenge to perform a 23-minute, one-man-band instrumental recording on which he plays seven different instruments on the track, all live. Grohl’s goal was to deliver a complete performance on each instrument, without stopping: he started again from the very beginning of the 23-minute song any time the slightest mistake was made or if Grohl felt he could do a better take.

Part one focuses on Grohl’s preparation, intercut with footage of students from the Join The Band music school in the San Fernando Valley. The endearing vignettes of youth becoming enmeshed and entranced by their efforts to improve their musical abilities mirrors Grohl’s own moments of preparation, frustration and perseverance as he sets out to accomplish his goal. The obstacles they face in their daily efforts to elevate and improve their abilities are no different than those faced by a world-class stadium rocker.

When part two begins, the multiple visions of Grohl entering the studio set us up for what is a fascinating exploration of musicality by one of the most lauded musicians of his generation. Filmed in black and white by Brandon Trost (The Disaster Artist, This is The End), twelve roving mini-cameras capture an array of angles and movement around the studio. The lighting matches the dramatic peaks and valleys of this legendary instrumental, going soft and simple as the music transitions to its calmer moments, and becoming frenetic and electrifying as Grohl soars into passages of raw power.

As with all Therapy’s work with Grohl, “Play” was built on collaboration. Editing duties were shared by Shannon Albrink and Jake Shaver, with Albrink casting a beautiful parallel between Grohl’s own quest alongside the narratives of young people embarking on their own musical journeys. Jake Shaver parsed an immense amount of footage (about 16 terabytes in total) to weave together Grohl’s purely one-take, single instrument performances. Use of split-screens effectively demonstrate the massive variety of instrumentation on display, allowing us to see and hear Grohl play every note, on every single instrument, all the way through in one 23-minute take.

Darrell Thorp, engineer of Foo Fighters’ international #1 album Concrete and Gold, recorded Grohl’s performances over a span of three days, before handing the mix over to Therapy’s Eddie Kim and Brandon Kim. The pair polished up the moments of dialogue and performance segments, bridging the gaps and smoothing out the musical edits, volume, and noise floor to make it sonically seamless. Additionally Eddie and Brandon handled the recording of Grohl’s off-the-cuff narration, capturing his warmly familiar voiceover and his deft command of drawing audiences into his story.

Lead flame artist/partner Wren Waters and flame artist Geoff Stephenson were responsible for compositing the multiple Dave Grohls – as many as six into a single frame. If a guitar was in the same place where a guitar-playing Dave Grohl needed to be, their job was to make that object disappear. Whether rotoscoping his hair flying mid-headbang or making sure the flickering lights were synced - continuity and creating a seamless visual remained front of mind for every shot. Finally, the monochromatic treatment by colorist Omar Inguanzo gives the film a timeless quality, bringing together the elements of light, motion and mood under one cohesive palette.

Grohl has previously collaborated with Therapy on the Grammy-winning 2013 documentary Sound City, the Emmy and Grammy-winning HBO docu-series Sonic Highways, along with numerous Foo Fighters’ music videos.

Additionally, the “Play” online interactive experience, allows the viewer the option to experience the mini-doc as is, focus on one instrument, and/or also download the “Play” sheet music.

View the official film here:

Interactive website: https://play.roswellfilms.com/


Director: Dave Grohl
Produced by: Roswell Films and Therapy Content
Producer - Margaret Ward
Production Coordinator - Alice Terz
Music Video Director of Photography - Brandon Trost
Documentary Director of Photography - Andrew Stuart
1st Assistant Camera A Camera - Markus Mentzer
1st Assistant Camera B Camera - Kira Hernandez
2nd Assistant Camera - Francis Capone
Digital Image Technician - Matt Conrad
Gaffer - John Gorman
Best Boy Electric - Don Davidson
Dimmer Board Operator - Gideon Markham
Lighting Technicians - Luis Moreno, Jarek Gorczycki, Tommy Dangcil, Carter Garrett, Chris Weigand
Key Grip - John Coyne
Best Boy Grip - Shaun Giordano
Grips - Tony Giordano, Stephan Chang, Luke Poole
Craft Services - Jona Ward
Production Assistants - Will Dale, Steve Hulse

Post Production by Therapy Studios
Music Video Editor - Jake Shaver
Doc Editor - Shannon Albrink
Audio Mix - Brandon Kim & Eddie Kim
Audio Assistant - Dillon Cahill
Color Correction - Omar Inguanzo
Visual Effects - Wren Waters & Geoff Stephenson
Visual Effects Assistant- Phil Apostol

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Actor & Comedian Adam Devine Surprises Fan on His 30th Birthday as Captain Morgan’s Chief Party Officer

Comedian and actor Adam Devine has been appointed to the position of Captain Morgan Chief Party Officer, effective immediately, the iconic rum brand announced today. In this position, Devine will star alongside Captain Morgan in a new television campaign and will be charged with helping party-goers across the country live #LikeACaptain year-round. As the first rum-appointed Chief Party Officer in history, Devine brings years of epic (and of course responsible) partying skills to the position.

Devine’s first task? Crash a 30th birthday party in South Carolina last month to surprise the bejesus out of Tyler Tills, a diehard Devine fan, while igniting an unforgettable night inspired by the brand’s latest campaign. Tills was celebrating with a group of his closest buddies before Adam showed up with a DJ and a shotski (google “shotski” and prepare for envy). Cameras rolled as Tills opened the door to find his favorite comedian ready to party. Devine posted the clip on his Instagram feed earlier this week and the full video can be viewed below.

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The Bigger Picture & Director Michael Bernard Are “Well Storied” For Land Rover With Agency Spark44

The Bigger Picture and director Michael Bernard explore what drives people, both emotionally and literally, in the docu-series "Land Rover: Well Storied" via agency Spark44. Traversing the country over a five-month period, Spark44 and The Bigger Picture unearthed authentic human stories, lovingly told, that relate perspectives on passion. "Hidden In Plain Sight," "Maker of Champions," and "Reel Life" are the latest installations of the five-part series featuring Land Rover owners who find deep appreciation for their vehicles' ability to take them where they need and want to be.

Director Michael Bernard evokes skill for blending striking imagery rendered with a photographer’s eye and an approachable mastery of narrative. To help accomplish this sense of intimacy blended with an aesthetic of style and grace, Bernard employed a Canon 1DX MK2 for both the films and accompanying print campaign. At ease with a small team of agency and production, the interview subjects opened their doors and hearts to reveal how interests connect to something bigger – deeply connected family, a bold legacy, or quiet reverence.

The first wave of films began with "The Night Club," in which we are transported, along with a giant telescope and a sense of discovery, to dark nights and a wondrous cosmos that Dr. Joel Moskowitz shares with his granddaughter. "Branching Out" finds purpose in repurposing reclaimed natural beauty in bespoke woodwork in the hands of a master creator. The just released pieces include "Hidden In Plain Sight," where planning prestidigitation reveals the magic behind the performance curtain. "Reel Life" travels to Aspen where Juan Grobler finds deep meaning in the majesty of mountain streams, and "Maker of Champions" is a portrait of the matriarch behind one of America's most accomplished families in Polo and Dressage.

“We all feel honored to have worked with such an incredible team,” concludes Spark44 Creative Director Peter Buck, “and want to extend our gratitude to The Bigger Picture along with Michael Bernard for being such an amazing director, DP, and photographer all at once. Jaguar Land Rover gave us the trust and support to make such inspiring stories, and everyone involved demonstrated a passion for filmmaking with laughter along the way.”

“The Night Club”

“Branching Out”

“Hidden in Plain Sight

“The Reel Life

“Maker of Champions”

Client: Jaguar Land Rover
Vice President, Marketing Kim McCullough
Manager, Digital, Social & CRM Joseph Barbagallo
CRM Communications Specialist Rachel Brotsky
Digital Communications Specialist Christopher Jeyes

Agency: Spark44
Managing Director, NA Tony Hobley
Business Director, USA Sabina Sebastian
Senior Account Director Michelle Guzman
Account Supervisor Alexandra Arroliga
Account Executive, Roxanne Alberts
Executive Creative Director, NA Matt Page
Executive Creative Director, NA Peter Buck
Creative Director, NA Brendan Moran
Copywriter, NA Bec Couche
Art Director, Peter Cooper
Film Producer, Erik Press
Stills Producer, Deb Grisham
CRM Strategist, Heba Elghobashy

Production Company: The Bigger Picture
Director/DP: Michael Bernard
EP: Tracy Mays
Producer: Darrin Ball

Editorial/Post Company: Moondog
Editor: Brendan DeLoach
Colorist: Marcello Amati

The Night Club: "Life’s Wonder" by Steven Gutheinz
Branching Out: "Windy City" by David Westlake
Hidden In Plain Sight: Music- "Clair De Lune" by Claude Debussy, Matthew Naylor, Oliver Spencer
Reel Life: "Pretty Lie" by Kinski Gallo
Maker of Champions: "Gunplay" by Luke Richards

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Carlsberg Enlists Six Brits to Build the World’s First Waterfall-Powered Pub

In a world first, Carlsberg teams up with creative agency, Fold7, and production company, Armoury, to launch a waterfall-powered pub off the back of a new four-part documentary series, ‘Build the Danish Way’.

With this new piece of branded content, Carlsberg opts for a non-conventional approach to the reality TV format to reimagine the beloved British institution with a unique Danish twist. The brewery giant challenged six strangers to ditch their office desks for a once-in-a-lifetime adventure experiencing the Danish way of living. Camping out in the magical wilderness of Tintagel, North Cornwall, the cast of young professionals are tasked with building a waterfall-powered pub, from scratch, in just five days – despite having zero building experience between them. Throughout the week, the cast discover what it’s like to escape modern-day distractions as they swap their smartphones for hardhats and handsaws. The six individuals not only reconnect with nature but also uncover surprising truths as they overcome various challenges.

Carlsberg and Fold7 partnered with London-based production company, Armoury, to create four five-minute films that immerse viewers in the cast’s fascinating and wanderlust-inducing journey. Shot in the mythical forests of Tintagel during summer, the visually stunning films transport the audience to a narrative that is, refreshingly, worlds away from our fast-paced daily grind. Equally original is the intimate but non-invasive way the documentary series portrays the six Brits’ stories developing.

Creative Director at Armoury, Jack Laurance, comments: “We’re all familiar with the idea of ordinary strangers competing in challenges but we wanted to add a unique spin to the Carlsberg films - taking the reality TV format and subverting it to give the series more weight and sincerity. To achieve this, we shot the series cinematically, using anamorphic lenses. We also drew on slightly more surreal and whimsical elements. For example, for the big climax at the end of episode one where the cast come face to face with the build crew for the first time, we focussed on giving this encounter an almost otherworldly feel through the lack of dialogue, series of close-up shots, and the builders’ stylised wardrobe.”

“Similarly, we felt that the cast’s back stories deserved to be explored in a more nuanced and subtle way to the overly dramatic reality TV approach we’re so used to seeing. For example, there’s a moment where one of the guys opens up about experiencing loss – rather than magnifying it as a sob story, we decided to lens this quietly and tenderly in a style that was more in line with the campaign’s message.”

The cast of six was supervised by award-winning architect and Founder of New British Design, Ben Huggins. The carbon-neutral ‘Carlsberg Cabin’ pub is now available to rent on AirBnb.

Watch the entire 'Build the Danish Way' series.

About Armoury
Armoury Films is a Creative Production Company, formed in 2011. Between them, they have over 25 years experience working in branded content, advertising and feature films. An extended family of award winning creatives, directors and producers, Armoury makes films from scripts or from scratch working collaboratively with agencies and brands direct.

Advertiser: Carlsberg

Creative Agency: Fold7
Creative: Verity Messett
Creative Director: Ryan Newey
Agency Producer: Emily Rohan
Managing Partner: James Joyce
Senior Account Manager: Jono Craven
Account Manager: Jamie Craven
Titles Designer: Ben Gibbons
Art Department Designer: Ed Garland

Experiential Agency: Hyperactive
Executive Producer: Andrew Casher
Producer: Christine Cowin

Production Company: Armoury
Director: Jack Laurence
Producer: Matt Hichens
Production Manager: Billy Rowlinson
Production Co-ordinator: Katie Milner
Director of Photography: Jordan Buck
Camera Operator: James Rhodes
A Cam 1st AC: Alasdair Baines
Loader / 2nd AC / DIT: Josh Tilley
Camera Trainee: Maggie Stanczak
Camera Dept. Runner: Peter Davidson
Sound Recordist: Brendan Crehan
Sound Assistant: Marco Baldassarre
Runner: James Chatwin
Runner: Nat Willcocks
Drone Pilot: James Keith
Drone Op: Tom Hughes

Offline Editor: James Demetriou
Colourist: Tim Smith @ Electric Theatre Collective
Sound Design: Marcin Pawlik @ ENVY Advertising

Build Team
Ben Huggins
Hannah Huggins
Jon Wilcox
Miguel Fernandez
Toby Sharp
Fletcher Coney

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Donate Life PA and Pavone Ad Agency Campaign Sets the Bar High for Organ and Tissue Donor Registration Efforts

Campaign Title: “Which Side Are You On?”
Advertising Agency: Pavone, Harrisburg, PA (USA)
Client: Donate Life Pennsylvania


Donate Life Pennsylvania had a lofty goal: to register 180,000 new organ and tissue donors from 2015 to 2018. To achieve that goal, the organization teamed with Harrisburg marketing agency Pavone.

The result? The three-year campaign exceeded the initial goal by 26 percent, with final total of 227,335 registered organ and tissue donors.

“For us, this campaign was never about the awards. It was about one single objective: saving lives by convincing Pennsylvanians to register as organ and tissue donors,” said Pavone President Michael Pavone. “That we were able to do it with attention-grabbing, award-winning work makes reaching that goal even better.”

Along the way, the Pavone campaign took home top honors in the Media Campaign category in Donate Life America’s annual Pinnacle Awards, an awards program that recognizes the best organ and tissue donor campaigns and success stories from state organizations nationwide.

To achieve that ROI, Pavone and Donate Life Pennsylvania created the organization’s most thought-provoking marketing campaign to date, targeting Pennsylvanians with outdoor, print, social media and digital video.

“Which Side Are You On?”

Efforts over the past three years included Pavone’s “Which Side Are You On?” campaign, which highlighted the perceived differences between organ donor registrants and those who aren’t registered. The campaign pulled no punches, delivering a compelling call-to-action to not sit on the fence any longer but make the life-saving decision to register as a donor.

East vs. West
“Which Side Are You On?” campaigns included a statewide media buy, with targeted billboards that pitted Pittsburgh and Philadelphia residents against each other in an organ donor registration battle that tapped into cross-state rivalries.

The Philadelphia billboard — in black and gold and signed “Pittsburgh” — taunted Eagles fans with the claim that “Yinz got no heart, Philly” and challenged proud residents to “prove us wrong” by signing up to be an organ donor. The Pittsburgh billboard, in green and white, delivered a similar jab.

“Human Side of Donation”
To provide a balance between the emotional and rational messaging of the “Which Side Are You On?” campaign, Pavone developed a series of vignettes that showcased the “Human Side of Donation.” These videos — posted on Facebook and as YouTube pre-roll ads — featured people at all stages of the donation process, including families of donors, organ recipients and those on the waiting list.

Donate Life Pennsylvania is a collaborative initiative between the Gift of Life Donor Program, the Center for Organ Recovery & Education and the Pennsylvania Departments of Education, Health and Transportation. It is funded by Pennsylvania residents through voluntary contributions to the Governor Robert P. Casey Memorial Organ and Tissue Donation Awareness Trust Fund, including driver’s license renewals, vehicle registrations and state income tax filings.

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The Moment Creates Animated Film for BBC Ideas Platform Based on Foucault’s Work

The Moment, a division of The Creative Engagement Group, has created a new film for the BBC Ideas online content platform, in conjunction with the philosopher Angie Hobbs and the Open University.

The Moment worked closely with Angie Hobbs, Professor of the Public Understanding of Philosophy at the University of Sheffield, on the creative film. Hobbs wrote the script and performed the voiceover for the five-minute film, which examines the modern climate of contradictory information from the perspective of one of the great minds of the 20th century – Michel Foucault.

The film was produced entirely in house by The Moment. It is just under five minutes in length, and uses simple animation in tandem with Hobbs’ voiceover to prompt the audience to contemplate how French philosopher Foucault’s theories on language are just as relevant today as they were during their construction. In the age of social media, ‘fake news’, and opinion as self-proclaimed truth, language can do more than just influence; language holds the power to control.

It is part of the BBC Ideas platform, a project which sees the corporation experiment with formats and styles, with the aim of learning from audience responses. The brief for content is to create short videos that teach the viewer something, or bring them a new perspective on an existing idea, person or subject.

Alice Kilpatrick, Account Director & Co Head of Production at The Moment, said: “We loved collaborating again with BBC Ideas alongside Professor Angie Hobbs and the Open University on such a creatively challenging and thought-provoking film. It was produced entirely in-house by our talented team.”

The Moment is a division of The Creative Engagement Group. It specialises creating and delivering video, digital and immersive (AR and VR) from its offices in Plymouth, London & Philadelphia.

Watch the videos on BBC Ideas.

Director: Rich Thompson
Producer: Rich Thompson
Animator: Tom Donachie, Leo Matcham
Scripting and voiceover: Prof. Angie Hobbs

About The Moment:
The Moment creates and delivers video, brand communications, interactive and immersive content. This is based on a deep understanding of what audiences want to watch, experience and engage with. The Moment employs 100 people in offices in Plymouth, London and Philadelphia and works across categories including FMCG, Healthcare, Fashion, Defence, Maritime, Leisure and Professional services. The Moment is a division of The Creative Engagement Group.

About The Creative Engagement Group:
The Creative Engagement Group is an unusually shaped group of communications companies focused on engaging audiences through the creation and delivery of live experiences, film digital & immersive, training and scientific content. United by a philosophy to ‘Create Unforgettable’, The Creative Engagement Group provide an international client base with the ability to generate deeper levels of engagement with their audiences. The group comprises of live event specialist WRG; Film, Immersive engagement and digital agency, The Moment, healthcare training company Axiom and exhibitions business Just Communicate. It employs over 300 people in Europe and the US and is part of Huntsworth PLC.

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