Nutro Ultra Anthem Case Study

Rockfish and I recently won an award for our hard work on this Nutro Ultra anthem. We were invited to the DCVS show, an took home an award for Non-Traditional Video. As the crowd watched the spot, and I waited to go up and accept the award, I started thinking about all the things that went into making this anthem that no one would ever know about... Until know.

The Ask: Make an anthem, that tells consumers why Ultra loves what they do, and who they are as a brand; A voice of the brand. Here is the final product:




To arrive here, we had to start somewhere. The major question I kept asking myself is "What is the tone or mood, that reflects Ultra's self image? Who do they think they are?"

These "mood edits" where designed to discover moods, colors, shot types and music the brand would respond to. 

video
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We went through a couple rounds of these, finally garnishing enough information to move forward with pre-production.

Walmart Spark Animation



This fun little Spark animation is featured on the 2011 Walmart Shareholders Meeting website. If you've ever heard of the event, or better yet, been there, you know that this is a world class event for everyone associated with Walmart and Sam's Club.

See what you missed:
walmartstores.com/​shareholdersmeeting/​

Bicycle Playing Cards: Pokernight Tablet Ap Release Video



When you have a chance to work with a great American company like Bicycle, you jump at the opportunity. And this opportunity was sweetened by the release of the iPad ap (Pokernight), and it's debut at the 2011 World Series of Poker! This looping video, and the ap, could be seen throughout the event in Las Vegas.

Kelton Research Firm



This project was a lot of fun. From the weeks of planning, the trip to L.A., meeting with Tom and the group from Kelton, Green screen shooting, flying back to Arkansas with the footage and the long hours in post production. This project had everything.



Even a "Making Of" video to follow up the process!

CouponFactory Promo Video



As digital couponing stakes it's place, CouponFactory jumps ahead with Easy Peasy coupon creation and cutting edge analytics. Check out the video for a taste for how easy it is.

Coin World: iPad Release Video

In anticipation of Coin World releasing their first iPad app, we created this exciting video to show off the features and get coin collectors pumped about the release!

Rockfish: Creative Reel: Pitch Video

The video team at Rockfish just knocked out this little gem. It's a collection of our creative works that will be used during pitches. 


Rockfish: Creative Reel:  Pitch Video from Nick Pitcavage on Vimeo.

Sam's Club: Holidays with the Danderfields

Part of Sam's Club's holiday campaign includes 3 webisodes featuring the Danderfields; a quirky family that LOVES the holidays and all the traditions that come with them.



Sam's Club: Holidays with the Danderfields: Episode 1 from Nick Pitcavage on Vimeo.




Sam's Club: Holidays with the Danderfield's: Episode 2 from Nick Pitcavage on Vimeo.




Sam's Club: Holidays with the Danderfields: Episode 3 from Nick Pitcavage on Vimeo.


Rockfish, in collaboration with Janamation, produced the 3 webisodes that can be found on youTube and .samsclub.com/​holidays

Janamation handled on-set production, and did an amazing job with the "Mockumentary" style shoot.

I was responsible for the edits and all post-production, including the 3d title tags, editing, color correcting and final output.
Stuart Lipincott composed the amazing soundtracks, and sweetened the voice audio.
Jason Ferrar designed the look of the title cards.

Samsung 3D TV

At Rockfish, we were working on a promo for the Samsung 3D tv. After a couple weeks of working on the project, the directive drastically changed. We only had 2.5 days to compete the new direction for the promo, and this is the final product.


Samsung 3D TV Promo from Nick Pitcavage on Vimeo.
You can see it in action here:
www3.samsclub.com/entertaining

Sam's Club Mobile App Release Video

Sam's Club released a mobile application for their members. It's "Saving Made Simple" wrapped into a functional, easy to use app for iPhone, BlackBerry and Droid. This video premiered at a large cooperate meeting and is now available to give the public a preview of what they can expect in the Sam's Club app.

Sam's Club Mobile App Release Party from Nick Pitcavage on Vimeo.

The Studio at Rockfish worked around the clock to get this video out in time for a cooperate meeting. We even wrangled renders remotely from Siggraph in Los Angles.

Calvin Ly created some amazing style guides for this video. They gave the 3d renders an amazing visual punch. Eric Hinson used Particular to create the 3d stroke elements. Stuart Lippincott did most of the render wrangling.

I pitched the idea to the Sam's Club brand managers and delegated the production process to the team. With help from the application developers, I was able to screen capture simulations of the app on all three platforms. The simulations were taken into Final Cut Pro and cut down for efficiency. I modeled the iPhone, and purchased the Blackberry / Droid models from TurboSquid.com; then rebuilt the textures/shaders to mesh with the iPhone model. I used Maya and Mental Ray for the nice depth of field renders and camera animations. The tricky part of the composite came in getting the Maya cameras into After Effects so the Optical Flares, Lux Lights and cloud particles would move in the same space as the 3d phones.

The sound track was found on FirstCom.com