Passion For Art Drives First Spots For LA County Museum

Los Angeles, CA (August 27, 2004)--The Los Angeles County Museum of Art (LACMA), has recently transformed its brand identity with a new commercial advertising campaign, created with the pro-bono contribution of leading visual effects house Zoic Studios with music by Groove Addicts. The campaign is the first for LACMA and will air on Los Angeles cable stations, on the Sunset Blvd. Jumbotron, and in local theaters.
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Los Angeles, CA (August 27, 2004)--The Los Angeles County Museum of Art (LACMA), has recently transformed its brand identity with a new commercial advertising campaign, created with the pro-bono contribution of leading visual effects house Zoic Studios with music by Groove Addicts. The campaign is the first for LACMA and will air on Los Angeles cable stations, on the Sunset Blvd. Jumbotron, and in local theaters.

"This project was a natural fit for Groove Addicts. The many canvasses on the walls of our facility attest to our love for art, so we welcomed the chance to work with a great organization like LACMA," noted Groove Addicts executive producer/creative director Dain Blair. "Thanks to the compelling creative on the spot, brought to us by LACMA producer Matthew Reichman, we had a lot to work with musically."

Using Panasonic's D5 built-in down-converter, Zoic editor Dmitri Gueer was able to digitize HD footage into the Avid Media Composer Adrenaline at the proper 4:3 aspect ratio on the fly, which, in return, made the editing process faster and easier to manage. Zoic generated most of the graphic elements using Photoshop 7 and After Effects 6.5, and then pre-comped those elements, along with the visual effects shots, on the Avid to provide a realistic view of how the end product would appear.

"From the very inception of the post production phase, we all wanted to create a cool fusion between an experimental short, a music video and a fast-paced commercial to represent a place we all enjoy," said Gueer.

Groove Addicts
www.grooveaddicts.com

Zoic Studios
www.zoicstudios.com