Tuesday, 25 September 2007 | Levent OZLER
Zoic Helps Sears Pop with New Fall Fashions
 Sears Fall Fashion.mov ( 6MB ) - Viewed 201 times
To highlight the Sears' new Fall fashions, Agency Y&R turned to the talents of director Joel Pront of Believe Media and visual effects house Zoic Studios to transform the Sears Book into an animated pop up experience.
To accomplish this unique presentation, fashion models were photographed on green screen in the latest looks of the season. Additionally, thousands of still photos were taken by Pront and turned into the magical environments by the Zoic team that fill the book pages so that as the pages turn, the environments change. The unique blending of 2D photographs and 3D environments is a contemporary interpretation of the childhood delight of pop up books in a truly breakthrough commercial package.
Zoic Executive Producer Steve Schofield notes, "As a Chicago native whose family business dates back to that of Sears, I love that these spots add a new level of hipness to a store that is both a hometown classic and a national brand with the latest offerings."
"This approach is unlike anything on the air and a departure for Sears," agrees Zoic Creative Director Chris Jones. "We are excited to have contributed to this dynamic campaign."
Air Date: September, 2007
Title of Campaign: Sears Fall Fashion
Spot Titles/Lengths:
Fall Fashion :30
Fall Fashion :30 Hispanic
Fall Fashion - Lands' End :15
Fall Fashion - Canyon River Blues :15
Fall Sale :15 (General Market & Hispanic)
Fall Sale - Last 3 Days :15 (General Market & Hispanic)
Advertising Agency: Y& R, Chicago, IL
CCO: Mark Figliulo
ECD: Ken Erke
CD/AD: Nancy Hannon
CD/CW: Christine Montaquila
Head of Production: Brian Smego
Producer: Addie Pampalone
Production Company: Believe Media, Hollywood, CA
Director: Joel Pront
EP: Liz Silver & Luke Thorton
DP: Dion Beebe
Executive Producer: Mike Brady
Producer: Kendall Henry
Visual Effects: Zoic Studios/Los Angeles, CA
Creative Director: Chris Jones
Executive Producer: Steve Schofield
Compositor: John Shirley
CG Supervisor: Lochlon Johnston
Producer: Gayle Reznik
Editorial Company: Zoic Studios/Los Angeles
Editor: Kelly McClean/Los Angeles
Music Company: Human/Los Angeles & New York
Composers: Marty Beller & Gareth Williams
Exec Producer: Marc Altshuler
Producer: Dan Pritikin
Telecine Company: Company 3/Santa Monica/ CA
Colorist: Mike Pethel
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