The Marketing Arm called on The Colonie’s remote-savvy team to provide editing, color grading, and creative services for a recent State Farm spot with a message of encouragement and support for those financially impacted by COVID-19.
The two Chicago-based companies collaborated remotely on the :30 spot. Titled New Norm, the broadcast commercial features live-action footage of people at home in real-world scenarios, while delivering its message – State Farm is there, easing financial burdens for people impacted by the current pandemic.
Creative Editor, Joe Clear weaved together stock footage and user generation content in conjunction with Catch & Release to create an engaging visual story. The spot features families at home enjoying creative ways to fill their days and stay connected with friends and loved ones.
Jennifer Gaida color graded the commercial, unifying the look of footage from a mix of sources on DaVinci Resolve. Tom Dernulc finished the commercial on Autodesk Flame.
“This job had a lot of moving parts and would have been difficult under normal circumstances, but our collaborative remote approach was seamless, and our team never missed a beat. Once I put out the call, within hours everyone was contributing,” says Clear.
“The tight deadline required an incredible amount of collaboration with The Marketing Arm. Working remotely, we were able to share ideas and review options very quickly,” adds Clear. “I loved the creative energy that surrounded this commercial.”
The job benefited from The Colonie’s years of experience working as a team with editors and artists based on location during productions and residing in other cities. Its approach provided seamless workflow, maximizing efficiency and enabling the company to deliver an compelling spot on schedule.
“As the industry moves forward during this crisis, The Colonie continues to provide creative solutions that help meet the challenges created by the impact of the Coronavirus on the industry,” adds Partner/Executive Producer Mary Caddy.
“Productions are on hold during this pandemic, but creativity hasn’t stopped,” says Partner, Bob Ackerman. “The Colonie is providing agencies with out-of-the-box solutions – from creating visual stories that tap its experience repurposing existing footage, to integrating stock footage, to crafting fresh, new content.”
BRAND: State Farm
GENRE: Broadcast Commercial
TITLE: ‘New Normal’ :30
AGENCY: The Marketing Arm / Chicago
SVP, Executive Director of Production: Scott Kemper
SVP, GCD: Harris Wilkinson
CD/Writer: Dave Wasserman
Senior Producer: Tony Grossman
Producer/PBM: Ellen O’Donnell
PRODUCTION COMPANY: N/A
POST-PRODUCTION: The Colonie / Chicago
Creative Editor: Joe Clear
Assistant Editor: Nathan Rodgers
Finishing: Tom Dernulc
Colorist: Jennifer Gaida
Producer: Anne Siwek
Executive Producer: Mary Caddy
AUDIO & SOUND DESIGN: NoiseFloor / Chicago
Mixer: Cory Coken / Jamie Vanadia