In post-production, the story always begins at the end. As car companies battle it out for your business, companies specializing in production and post bring their talents to the party in an effort to get new ads up on the screen (whatever the medium) quickly, efficiently, and to have the greatest impact possible.
Founded in September 2008, Arsenal FX is one such company, a special effects and finishing boutique catering to a diverse global client base that spans Advertising, Film, and Sports. The firm has been busy since its inception, with clients ranging from FOX Sports to Kanye West, and its latest endeavor is an ambitious one: finishing two phases of a huge broadcast campaign for GM, a portion of which broke on the recent Emmy Awards telecast.
“Phase 1,” airing now, consists of a :60 featuring new GM CEO Ed Whitacre, who walks us through corporate headquarters and provides the focus for the company credo, “May the best car win” (viewers spotting the new Chevy Camaro in the final shot may have picked a winner already).
“Phase 3” is a more expansive undertaking, comprised of a post-heavy, 20-spot package involving white cycs, motion control, and more.
“We intentionally built out our space to accommodate projects such as this, with plenty of bays for our A-list roster,” explains Arsenal FX Owner/Artist Mark Leiss.
Leiss collaborated closely with the agency and director Jeffrey Karoff of Backyard. “The project was challenging due to the demanding schedule right out of the gate,” reflects Arsenal FX EP Ashley Hydrick. “There were many days where Mark would work on the Flame all day, then go to set at midnight, and be back at 6am on the Flame.”
“It was well worth it,” Leiss says now. “This is what I envisioned when I opened the company, a group of talented people giving each project 110%.”
Air Date: September 2009
For Phase 1:
Agency: McCann, Detroit
Producer: Stacey Gizinski
CD: Matt Soldan
CD: Michael Limbert
ECD: Matt Canzano
For Phase 3:
Agency: McCann, Detroit
Producers: Stacey Gizinski & Andy Halleck
CD’s: Matt Soldan & Michael Limbert
ACD’s : Chris Sadlier & Scott Combs
ECD: Matt Canzano
Director: Jeffrey Karoff
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