Asylum Artists goes cross border shopping with TD Bank

Asylum Artists was approached by our friends at Mirum agency to help tell a few little stories about the client experience banking with TD, versus banking with other banks.

The creative was to build a Rube Goldberg machine which would illustrate the frustration clients experience while dealing with their every day finances with other banks – such as cross border shopping – which TD Bank has now made easy.

But to illustrate something complex is no easy task! And a Rube Goldberg machine is no walk in the park!

Thankfully with the fantastic artistry of Toronto’s best props builder, Peter Sutherland, and many tests, hours, and with much elbow grease, we were able to bring this job from concept to completion!

Each Rube Goldberg machine (We created and shot 3! Stay tuned for the other spots!) was shot start to finish as a complete single take, but extra shots were taken for the ability to push in to certain details to really help display the beautiful artistry involved in these complex machines.

Enjoy the first of three TD Bank spots!

 

Swiffer and Asylum Artists

Swiffer surprises the Masters family with a mystery box outside their doorstep to help make their house cleaning a much easier task.

The fine folks over at ad agency Barrett and Welsh contacted us here at Asylum Artists to put this piece together for Swiffer. As soon as the ball was rolling, we found ourselves conducting the most mysterious casting we’d ever produced. The trick was to find a real family who represented the targeted urban Asian audience, did their own house cleaning but wasn’t overly thrilled about their current process, and didn’t already use Swiffer products. The other thing… They couldn’t know who the client was for the spot they were being cast for. The interviewed families were only told that they would be participating in a household cleaning research project. The TV spot that was subsequently created was as real as it gets, and completely unscripted.
The Masters were perfect for the role, they were living the fast paced lifestyle of the modern Canadian condo dweller, plagued by high-rise construction dust, and the tiresome role of keeping up with young children in the house – yet they fondly remembered times back India where they did very little housecleaning as they almost always hired assistance.
Adapting to their new life in Canada, but not yet with all of the tools and gadgets to allow their daily chores to become easier and more accessible.

Enter Swiffer, truly giving cleaning a whole new meaning; the Masters were surprised at the ease of their new cleaning methods and how much time was saved.

Great job team, Swiffer helps yet another family! Too bad it doesn’t pick up toys as well!

Watch the video below:

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Asylum Shakes it down with Prox!

Shakedowns : Baby carrots with natural seasoning!

Last week we teamed up with Proximity, Ryan Malcolm (Canadian Idol Winner), Jeff Lurie and Carly Heffernan. Our mission was to take tweeted cravings and translate them into songs about shakedowns. We had to create 8 videos per day for a week and we will be on it again next week!

So stay tooned!

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Marketing Magazine Interview

If didn’t see this on YouTube you missed the viral video of the week, at least among the Toronto ad community.

A freelance art director, pushed to, then beyond his limits by an untenable schedule and an unreasonable account person, loses his cool and tries to kill the messenger by trashing his laptop. At least that’s the way it appeared to play out to the unsuspecting audience of co-workers at Toronto ad agency, Red Lion Solutions.

With a little help from agency president, Brett Channer, who worked with Asylum president, Don Dixon to stage the event, the art director (an actor) demonstrated the logistical challenges that creative people face on a regular basis – frustratingly tight budgets and sometimes impossible timelines.

It was the first phase in a campaign designed to identify the advantages of working with the multidisciplinary, digital production studio, Asylum Artists.

Offering still, motion, CG and 3D imaging, motion graphics and post production editing, all under one roof, Asylum delivers efficiencies that most studios can’t. This comes as good news to art directors, writers, creative directors and producers who regularly find themselves on the verge of “losing it”.

The follow up to the video is a print ad in Applied Arts, featuring the same art director, in delicto flagrante. Only in this case Asylum commiserates with the creative community while reminding it that by working with them, many of these frustrations are easily overcome.

Asylum Artists presents “Meet Your Maker”

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View the Html5 video page here.

Meet Your Maker is a mini documentary featuring acoustic/electric luthier Joseph Yanuziello. The crew of Asylum Artists filmed Joe during the process of hand building of of his electric guitars in his Toronto workshop. The film features a live recording of guitar greats, Don Rooke and Kevin Breit playing a version of Rooke’s composition “Pool Jumper” on their Yanuziello resophonic guitars.

www.yanuziello.com

Scott picks up an Applied Arts Award

Street Perception Scene

In the March issue of Applied Arts, Scott won an interactive award for his Contact exhibit last year “Street Perception”

Check out the article, or view the project case study.

Budweiser Showdown Facebook App – Case Study

Budweiser Showdown Thumbnails

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Budweiser has a new partnership with the NHL® and wanted to launch it in a big way.

Enter the 2011 Tim Horton’s NHL Heritage Classic.

This epic outdoor hockey game gave Budweiser a perfect and authentic platform to build awareness and carve out a place in the hearts and minds of Canadian Hockey fans.

Agency: Grip Limited

Production Company: Asylum Artists

Tangent Devices’ vWave App for the iPad

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I did a little walk through of the Tangent Devices vWave App, so people can see the virtual control service Tangent has created, and how it integrates with Apple Color. The idea of a virtual Color Console has been nagging at me for some time, I was about to purchase the App SDK, and the Apple Color SDK, just so I could figure out how to do it myself. Luckily Tangent beat me to it, and used they’re own plugins within Apple Color to properly take controls of the primary in tab. This is an awesome App, and I think you should check it out. You will also have to download this for your MAC to communicate with the App.  Tangent 3.8 Plugin As much as I enjoyed the experience, it still doesn’t compare to that of an actual tangent device the ‘Wave’.

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http://www.tangentdevices.co.uk/products_wave.asp

If you have any questions or commenting, Just post them after the break.

-Scott

Post Production Workflows

We are trying to add some resources to the local community, and what better way than to share some of our workflows.

1) Canon 5d MKII Post Workflow:

Definitely one of the easier post workflows, but for on set monitoring this camera can be a bit of a pain. If you plan on just connecting an HDMI and monitoring while your DP uses the rear LCD, sorry… The camera doesn’t have enough processing power to send out two signals ( It’s a DSLR with video enabled what do you excpect? Still pretty great). So it cuts out the rear LCD to distribute the signal through the HDMI port. As a solution to this we grabbed a Blackmagic HDMI- HDSDI Mini Converter from Abel Cine. With this device you still lose the rear LCD once the HDMI is plugged in, but you can have an onboard monitor with one of the Blackmagic HD-SDI connections for camera crew, and the directors/client monitor can use the remaining HD-SDI port from the converter.

Canon 5d MKii -Post Production Workflow

2) RED ONE Post Workflow

This worklow has been evolving since 2008. After two years of fan boys saying it rocks, and veterans saying it will never work. The workflow of RED is one of it’s graces. To be able to shoot 35mm quality footage @ 4k, and immidietly back that up and begin cutting within minutes of wrapping a day, and having dailies to your client almost instantaneously is a real push for the RED Revolution.

Red One Digital Cinema Post Production Workflow

3) Arri Alexa Post Workflow:

One of the new heavy weights of Digital Cinema cameras, the Alexa gives you a high quality cinematic image, with the latitude of film, but with the ease of digital. This workflow can be done through SXS cards, or by tethering to a Tape recorder, or Digital recorder. By shooting directly to SXS you get files that are either Pro Res 422, or Pro Res 444. Which is really great for editorial, and a fast paced post process. If you want a bit more latitude in post you can record into a digital recorder that will enable ARRIRAW in post so you have the full gamut of sensor information as it was shot.

Arri ALEXA- Post Production Workflow

4) Sony F35 – Post Production Workflow:

This was Sony’s first big response to the release of the RED ONE. Looking very similar to the F23, this cameras upgraded insides make it a powerhouse over its predecessor. This camera feel is much like a traditional film camera, and was a pleasure to work with, giving me a great SLog image to work with in post. The downside to this camera is having the big recording unit attached or tethered, but nothing different from a giant film mag. For hand held shots though, I may look else where.

Sony F35 Cine-Alta - Post Production Workflow

5) Vision Research Phantom Slow Motion Camera – Post Production Workflow:

This camera is an oddball in the sense that it was not made to be used in commercial and film, but for recording crash testing of vehicles to help with car safety. But for it’s technical ability and amazing image, it was quickly adopted by the film industry, and now the commercial advertising industry. With the ability to go to 1000 frames @ 1080p this camera allows the human eye to see things we didn’t even know occurred. This workflow can be achieved either with tethering the camera control unit to an HDCAM SR deck for tape backup, or the .CINE files from the Phantom can be stored and converted into Pro Res 444 with Final Cut Pro.

Vision Research Phantom - Post Production Workflow

This is an open forum so if there are any issues or comments, please leave us some feedback in the comment section below.

Happy Shooting!

-Scott