CTIA
Your Mind Is A Wireless Place
Your Mind Is A Wireless Place
Absolute, GMMB and Rabbit have joined forces to deliver Your Mind is a Wireless Place, their latest effort for CTIA (The Wireless Association). Absolute and Rabbit Director Brent Bonacorso teamed up to create this captivating spot, marrying surreal scenes and live-action vignettes. Your Mind is a Wireless Place is a fantastic journey through one man’s day, highlighting how wireless technologies connect us to the wider world. As the narrator springs from bed exclaiming, "This is how my day began," a miniature city rises to life from the floor, representing his phone's GPS. "A little bird told me about a band," he continues, as a small blue bird - symbolizing the Tweeting masses- looks on. The rest of the spot includes extraordinary depictions of our character reading e-books, playing video games and participating in video chats. "The whole spot has a surreal and stylized feel to it," noted Kane. "The initial brief stated that this wireless world had to feel surreal and epic, but must have real-world detail to it. The skies that we chose, the way we composited the seascape scenes—everything had a dreamlike feel while maintaining details and properties of a photoreal environment. It was a balance that we played with, in context to the rest of the spot.” A group effort from start to finish, Dixon and Kane worked closely with GMMB and Rabbit throughout the creative process. Absolute’s handiwork included creating a range of CG elements, such as the Doodle Jump character, the rocking waves, the Twitter birds, and the miniature cityscape- all seamlessly composited into the scenes. The compositing team also tracked Hemingway’s face, matte paintings and various stylized skies, integrating everything into the live-action footage. Your Mind is a Wireless Place follows Command, an ode to the power of wireless devices to make our lives easier. Absolute previously partnered with GMMB on that effort in 2011.
Client: CTIA Spot Title(s): “Your Mind Is A Wireless Place” Air Date (60): Tuesday February 28th Agency: GMMB CD: John Gundlach AD: Kai Fang Copy: Bruce Gray Account Ex: Katie Skillman SVP: Delacey Skinner Partner: Greg Pinelo Producer: Gabriel Kornbluh Prod Co: Rabbit Director(s): Brent Bonacorso HOP: Jeff Sommar Producer: Jamie Miller Editorial Co: Consulate Editor: Peter Johnson Producer: Alan Lopez Post/Effects Co: Absolute Post Lead VFX/Flame Artist: Nathan Kane VFX Assists: Betty Cameron, Alex Gabucci Nuke: Dan Short, Markus White CG Artists: Jim Vidal, Kevin Couture, Isaiah Palmer, Paul Wei, Oyekunle Jegede, Eric Lane, Willie Torres CG Supervisor: Dan Dixon EP: Sally Heath & Mel Wickham Producers: Melissa Stephano & Nirad “Bugs” Russell Telecine Co: CO3 Colorist(s): Stefan Sonnenfeld EP: Rhubie Jovanov Music Studio/Composers: Beacon Street Studios, Andrew Feltenstein and John Nau Music Producer: Adrea Lavezzoli Sound Design / Mix: Paul Hurtubise at Beacon Street Studios Mix Producer: Caitlin Rocklen
