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Ricky Boyd strikes up an ad of the month |
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Greg Gray's Roy Sullivan commercial for Lowe Bull, was named Creative Circle’s February Ad of the Month. The Velocity ad, made for Tetra Pak’s environmentally friendly packaging range, tells the true story of American park ranger Roy Sullivan, who was struck by lightning seven times, despite a life devote to nature. The payoff line is: “Roy would be forgiven for holding a grudge against mother nature but what’s your exuse?” The ad was edited by Deliverance’s Ricky Boyd, who’s worked with Greg previously on the Loerie-winning MTN Clap. Ricky says Greg wanted him involved early in the project to discuss structure and flow. This is a method that’s worked well for the pair in the past. Ricky explains the challenge, “Once he has been struck two or three times, the viewer knows what’s coming." "As the voice-over counts up the lightning strikes, you have to try and extract some comic timing.” He explains that the voice-over dictated the pace, breaking the repetitiveness of the strikes, but mostly he let the ad take its natural course. Ricky says, “The surprise at the start is visually humorous and breaking the repetitiveness of the count near the end helped with comic anticipation. Greg managed to keep each scene visually different to a degree, while staying true to the man’s original experiences, but by keeping the strikes coming rhythmically, we had this as a tool to use at the end.” Ricky used various grades and filters in the offline edit, using the Avid Media Composer 4 Mojo DX, which has only been in use for six months. He says, “I also built various strike options using simple keys, and created a few different sound designs for each strike. They actually worked very well and taught us what was and wasn’t going to work in the online, thus saving us time. Greg had also shot live action explosions and light flashes, which helped with the compositing.” Watch the ad. | |||
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