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The Ebeling Group's Convert teamed up with ad agency BBDO Atlanta to helm a live-action TV campaign to introduce the Pantech C300, the "world's smallest camera flip phone."
In the :30 spots "Boy" and "Girl," Convert played up the Pantech C300’s small proportions by positioning it side-by-side with other familiar small objects. In a quick-cut editorial style accompanied by an indie rock soundtrack, shots include the phone placed next to a makeup compact on a dresser, or beside a fortune cookie on a restaurant table. One scene compares the Pantech C300 to a perfect egg, which hatches into a fuzzy yellow chick.
What differentiates the campaign from being just a straight visual analogy, however, is the graphical “hinge” Convert employs to separate the two objects on screen.
According to Convert director Adam Bluming, “We shot all of these beautifully art-directed scenes, but they required very little camera movement since the campaign was originally just a tabletop shoot. So we looked for ways to make the ads more dynamic and memorable by manipulating the footage to enhance the main selling point of the camera—its small ‘flip.’"
PRODUCTION CREDITS Client: Cingular Airdate: August 2006 Ad Agency: BBDO Atlanta Executive Creative Director: Susan Creadle Creative Director: Rich Wakefield Producer: Jim Kelly Account Manager: Ami Weiner Production Company: The Ebeling Group Director: Adam Bluming / Convert Art Director: Jesse Benson Director of Photography: Martin Ahlgren Editor: Adam Bluming Executive Producer: Mick Ebeling Producers: Larry Ewing, Joyce Washington