ShootersNYC Editor Anthony Marinelli Adds Sitcom-Like Whimsy To New Online Campaign For Canon

February 21, 2013 --

DMN Newswire--2013-2-21--ShootersNYC, the creative multi-dimensional content company, and Editor Anthony Marinelli were tapped by ad agency Dentsu America to contribute editorial and postproduction for a new series of online spots for Canon U.S.A., Inc., highlighting the company's world-class Customer Service & Support; and featuring some of their own "in-house" talent.

To view the new campaign, go to: http://shootersnyc.com/spots/canon-michael/

Shot by Director Tim Bieber, the spots showcase real Canon Technical Support Representatives sharing tips on how to troubleshoot different situations, as well as actors featured in Canon Customer Service flashbacks, all edited by ShootersNYC Editor Anthony Marinelli. According to Dentsu Group Creative Director, Bruno Corbo: "The goal of these online video banners was to not only provide helpful tips and demonstrate the value of Canon's Service & Support, but to do so in a memorable and interesting way. Before editing the three videos, we spoke to Anthony and he immediately saw the need to create a balance between humor and the more technical information we wanted to convey. We also had to lock-in on initial takes from our Canon Representatives shot at their call center in Chesapeake, Virginia, so our actors in Chicago could lip sync directly to their reads. Anthony built the shell of the spots that created a plug-and-play format that let us know exactly what we needed to cover in Chicago."

With music always an essential element for the Editor, Marinelli also set the groundwork by finding a theme-song-like-track, and developed the structure that allowed him to cut from the Tech Support Rep to the "caller," while using only the Canon Reps VO under the actor's performances to recount the call. "As soon as I saw the boards, I heard the music in my head and knew exactly which track I wanted to use which was light and whimsical. It really set the tone for the editorial process." Having real people mixed with actors was unique, but something Marinelli has faced before. "With seasoned actors, they are trained so they hit their dialogue almost every time. With real people, you need to look at every take and sometimes cut together several takes of dialogue."

"From the very first rough cut, we noticed Anthony brought a sitcom like sensibility to the concept and cemented a distinct format for all of the spots to follow," adds Dentsu's Corbo. "Since all of the actor's performances were lip-synced to the reps' takes, it required an endless amount of searching and trying to see what worked best. Anthony was also able to artfully set the pace, for a somewhat copy intensive spot, and developed a flow that kept that balance between the fun and facts that carried the stories along beautifully."

For ShootersNYC Managing Director/EP Jeff Beckerman, this project is representative of the way ShootersNYC is empowered to collaborate with clients, given the expanded resources available through the integrated company. The web spots were color corrected by Shooters' Senior Colorist, Janet Falcon, and finished in the Smoke by Shooters' Smoke Artist, Mark Longchamps. "Mark did a great job compositing some tricky shots, and the clients were very pleased with the results," says Beckerman.

"I think Anthony was perfect for this project," concludes Dentsu Producer Steve Amato, who has collaborated with Marinelli many times over the years. "He's an Editor that understands the nuance of performance. We wanted the employees to come across as helpful, but also entertaining, and he recognized those moments in the edits he made. Anthony's work is always very people-centric. I've known that for the long time that I've worked with him. If you're looking for emotion, he will always find that angle. He always found the smile, the funny moment and with it the truth of what these people were saying."

Credits:

Client: Canon
Spots: Web Series "Canon CSO" "Michael" :30, "Ashley" :30, "Shanna" :30

Advertising Agency: Dentsu America
Group Creative Director: Bruno Corbo
Art Director: Kristen Meloche
Executive Producer: Steve Amato
Copywriter: Domenique Osborne

Production Company: Mr. Big Films
Director/DP: Tim Bieber
Executive Producer: Kate Zimmer
Producer: Pamela Stanley

Shot on location in Chesapeake, VA & Chicago, IL

Editorial & Postproduction Company: ShootersNYC
Editor: Anthony Marinelli
Assistant Editor: Eduardo Wong
Colorist: Janet Falcon
Online/Smoke Editor: Mark Longchamps
Managing Director/EP: Jeff Beckerman
Mixer: Mike Taylor

ShootersNYC (www.shootersnyc.com) is the New York division of ShootersINC, a multi-dimensional creative production and post house specializing in editorial, visual effects, graphic design, finishing and audio post for advertising, television, feature film and new media. For more information contact Managing Director, Jeff Beckerman at 212-533-9400 or at jeff@shootersnyc.com.

ShootersINC (www.shootersinc.com) is a full service production and post house that blends talent, technology and client service to provide a superior level of quality and creativity. Shooters' client base consists of ad agencies, production companies, political consultants, PR firms, and corporations. For more information contact Shooters' Anne-Marie Starker (anne@shootersinc.com) or phone 215.861.0100.

DIVE (www.divevisual.com) is the visual effects, DI and picture finishing division of ShootersINC, led by veteran Visual Effects Supervisor Mark O. Forker, specializing in feature films, television shows and commercials. As one of the east coast's premier postproduction facilities for film finishing services, DIVE offers content creators the ability to complete Visual Effects, Digital Intermediates and Titles by coupling creative continuity with an integrated workflow. For more information, contact DIVE VP Business Development, Bob Lowery (bob@divevisual.com) at 267.514.7700.

ShootersTV (www.shooterstv.com) is a division of Shooters Inc., dedicated to creating programming for reality and non-scripted television. ShootersTV is represented by Peleton Entertainment, the New York-based television agency representing leading producers working in reality and documentary. For more information contact Rob Miller at Peleton Entertainment by email at rob@peletontv.com or phone 212-572-9632; or contact Carrie Spott at ShootersTV by email at carrie@shooterstv.com or phone 215-861-0100.

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Related Keywords:ShootersNYC, Canon