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Final Cut Editor Mike Colao and Sound Designer T. Terressa Tate recently completed a campaign for Nike & Foot Locker that plays on the relationship between stillness and chaos. Ad agency AKA Advertising created the spots, which were directed by several different directors.
In “Away Game” for Nike/Foot Locker, directed by Andrews Jenkins of GO Film, beds remain unmade, cell phones go unanswered, emails are left unchecked, and parking tickets pile up. As a finished water bottle is thrown into a pile of empty water bottles, an intense game of neighborhood basketball continues on even when one of their cars is towed away. With Nike Air Max 180, you never want to “give up on court.”
The second spot, “End Zone,” directed by Elias Merhige of Independent Media, is for Nike/Champs Sports. It features Seattle Seahawks Running Back Shaun Alexander in the Nike Air Max Super Bad, writing a heartfelt letter to “Defense,” apologizing for not keeping in touch over the summer break. He’s been too busy working out and suggests that defense should “catch up with him in the end zone.”
For Editor Mike Colao, the campaign was simultaneously interesting and challenging because different directors provided their takes on the monotony of life vs. the intensity of sports.
“The main idea behind these spots is that they explore calm and serene vs. aggressive, hard-hitting imagery,” explains Colao. “It’s about breaking up the monotony, and routine of life when you slip into that sports moment, which becomes a fantasy and escape. The spots were very different because of the directors’ approaches and vision, but they were visually connected in that we had to show the balance between the two forces.”
Colao also notes that sound played a major role in the spots. The directors wanted aggressive sound design to complement the visuals - and this is where Sound Designer T. Terressa Tate of Final Cut came in. Colao and Tate are frequent collaborators on projects and the fact that Final Cut has sound capabilities in-house proved to be very beneficial.
“Final Cut editors spend a lot of time on sound,” comments Colao. “Sound is just as important as picture. I was able to work side-by-side with Terressa on this process so that we were starting sound and picture at the same time. This is a huge asset. Usually, there’s about a day turnaround when working with an outside sound company. Terressa’s got great sensibilities and there is a lot of trust between us. She always does a stand-up job.”
Colao also credits the relationship with the AKA creative team for such an enjoyable process. “I have a great rapport with [Creative Director/Art Director] Tim Mattimore. The process with AKA is very collaborative and they are not afraid to explore ideas that may not have been in the original treatment.”
Credits for the spots:
Spot Titles/Airdates:
“Away Game” :30/ August 9, 2006
“End Zone” :30/ August 9, 2006
Ad Agency: AKA Advertising
Creative Director/Art Director: Tim Mattimore (”End Zone” / “Away Game”)
Creative Director/Copywriter: Doug Spitzer (”Away Game”)
Copywriter: David Assa (”End Zone”)
Producer: Chris Thielo (”Away Game”) & Scott Pryor (”End Zone”)
Production Company: GO Film (”Away Game”)
Director: Andrews Jenkins
DP: Joe Meade
Executive Producers: Robert Wherry, Jonathan Weinstein & Gary Rose
Producer: Rian Moore
Where Shot: New York, NY
Production Company: Independent Media (”End Zone”)
Director: Elias Merhige
DP: Peter Levy
Executive Producer: Susanne Preissler
Line Producer: Laurie Boccaccio
Where Shot: Seattle, WA
Editorial Company: Final Cut/New York
Editor: Mike Colao
Assistant Editor: Sonejuhi Sinha
Producer: Sonali De Silva
Executive Producer: Stephanie Apt
Postproduction Company: Company 3 & Nice Shoes
Colorist: Victor Mulholland (”Away Game”) & Billy Gabor (”End Zone”) @ Company 3
Online Editor: John Shea (”Away Game”) & Rich Schrek (”End Zone”) @ Nice Shoes
Music Company: Art Test Music
Composer: Dave Pachence
Sound Design & Audio Post Company: Final Cut (”Away Game” & “End Zone”)
Sound Designer/Mixer: T. Terressa Tate
About Final Cut
Final Cut is a cutting-edge creative editorial company, which services clients in the commercial, television, feature film and music video arenas. Originally founded in London by Rick Russell in 1995, the shop quickly gained notice and expanded to a New York location in 2000. In April of 2005, Final Cut opened an office in Los Angeles to facilitate more of a bi-coastal workflow. The brilliant editors are known for their creativity, technical expertise and collaborative process, and are available for jobs in both locations depending on the specific needs of the project. To know more, visit their website.
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