Commercial flies for 2-3 years

A split screen shows the miles accumulating at the bottom of the screen, as both persons dine at restaurants, travel on planes, shop for groceries, and check into hotels.

Not many commercials have a shelf life of two to three years, but that’s how long the new in-flight United Airlines spot will be shown on worldwide flights, beginning this month.

Patrick Berry’s Toast Productions created and produced the live action 30 shot in 24P in and around Chicago. Berry produced and directed the spot that shows how fast extra miles can accumulate on everyday purchases for Mileage Plus partners and how extra bonus rewards are earned with United Mileage Plus Visa cards.

“United wanted the audience onboard who don’t wear headphones to understand the message, so we used text subtitles in addition to narration,” said Berry, who was UAL’s executive producer of training until starting Toast seven years ago.

Toast’s staff of five will move the end of June from offices near O’Hare to larger space in River North at 935 W. Chestnut. One reason for the move was Berry’s desire for more commercial work. It also has been producing E-learning programs for Thompson Financial’s worldwide employees.

Toast’s new office will be equipped with D1 Final Cut Pro, 3D Studio Max, AfterEffects and Maya workstations networked to the edit system. “We also produce Shockwave Studio and Flash for web and CD-ROM production,” Berry said.

Credits on the UAL spot include UAL’s in-house shooter, DP Tom McCosky; associate producer Tracey Park; sound, Steve LeBeau; editor, John Kedzuch. Tony Bombacino and Perry were the writers. Lighting and grip from Essanay.
Toast is at 773/763-1600; www.toastproductions.com.

COMMENTS