On behalf of everyone at U.S. creative design and production studio Brand New School, it's my pleasure to share the 2010 AICP Show Sponsor Reel Sequence. This 4-minute HD short film will debut tonight at New York's Museum of Modern Art as part of the premiere of the 2010 AICP Show, The Art & Technique of the American Commercial. Over the weeks to come, it will travel on with the Show to high-profile venues in Los Angeles, San Francisco, Minneapolis, Dallas, Chicago, Atlanta, Boston, Miami, and Richmond.

Beginning with an open brief for this project, the team from BNS, led by art/design director Eric Adolfsen, chose to artfully treat New York City as the canvas for the AICP Show's sponsor logos through an old-school, stop-motion animation approach. Embracing Brand New School's passions for animation, photography and filmmaking, the team first created logo animations and printed those frames on individual, brightly colored pieces of paper. Then, armed with a Canon 5D, tape, and a small fleet of bicycles for transportation, they spent 5 days traveling multiple boroughs capturing the footage. "For each company's mark, we devised animations and then scoured neighborhoods in search of locations for them that would all work together," said Adolfsen. "We tried never to repeat ourselves, each time trying to raise the bar. It was like a big game, played on the walls and streets of the city." Citing the wind as the biggest production challenge, Adolfsen and his fellow artists used Final Cut Pro for editorial, Adobe After Effects for stabilizing the footage, and Autodesk Flame for final color and finishing. Music and mix credits for the Sponsor Reel go to the incredible talents at Stimmüng.

Project Name: 2010 AICP Show Sponsor Reel Sequence
Project Length: 4:00
Debut Date: June 8, 2010
Film Location: New York City

Client: Association of Independent Commercial Producers (AICP)
President/CEO: Matt Miller
City/State: New York, NY

Production Company: Brand New School
City/State: Bicoastal, USA
Art/Design Director: Eric Adolfsen
Creative Director: Jonathan Notaro
Executive Producer: Danny Rosenbloom
Animation Director: Vadim Turchin
Designers: Eric Adolfsen, Forest Young
3D Animation: Han Hu
2D Animation: Cyprian York Sadlon
Flame Artist: Jon Tomasello
Compositor: Cyprian York Sadlon
Senior Producer: Devin Brook
Associate Producer: Madison Brigode
Production Assistants: Will Arnold, Zoe Beyer, Eric Egerton, James Glayat

Original Music: Stimmung
City/State: Santa Monica, CA


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