1st Avenue Machine and MTV Transform Japan for Video Music Awards

Design and visual effects studio 1st Avenue Machine recently gave portable music a new meaning as part of a campaign for Japan's 2006 MTV Video Music Awards (VMAs). The company added futuristic bio-tech enhancements to the island nation's MTV generation as a reminder of the event.

Accompanied by a pop-friendly techno beat, the spot begins in a messy bedroom as a young man wakes up to find that he has been biologically altered. Removing his sheets, he discovers round speakers adhered to his torso. To reveal a mini-epidemic, the camera moves to the streets to expose a string of young adults spontaneously gaining audio appendages. From turntables to synthesizers, the new accoutrements are greeted with immediate awe but are quickly accepted as the new hosts take delight in the new devices.

Feeding into Japan's fascination with the bizarre and unusual, "Transform Japan" is a seamless blend of live-action and CG, with the CG done right over the actors versus over an animated model. Shot "guerilla style", Serge Patzak and Arvind Palep (1st Avenue Machine) ran the streets of Tokyo shooting any and everything as potential footage for the spot. Building a harmony between the organic and technological, 1st Avenue Machine creates a subspecies of musically advanced homo sapiens in the MTV spot.

"Transform Japan" gave 1st Avenue Machine a chance to work with Chris Clarke of Warp Records, known for single handedly redefining the world of left field electronica. The results of this teaming experiment with the idea of musical and human evolution as well as providing commentary on the continuing assimilation of technology and man.








Client: MTV Japan
Title/Length: 60s/ 30s

Production
Production Company: 1st Ave Machine
Director: Arvind Palep
Exec. Producer: Serge Patzak
Japan's Producer: Masumi Soga

Advertising
Agency: Kessels Kramer
Creatives: Jennifer Skupin, Tyler Whisnand
Strategy: Engin Celikbas, Chris Barrett
Producer: Ellen Utrecht

Visual Effects
Company: 1st Ave Machine
Technical Director: Dan Gregoras
CG Director: Arvind Palep

Music Production
Artist: Chris Clark
Name: Warp Records
Track: Frau Wave


About 1st Avenue Machine
New York City-based 1st Avenue Machine is a design company with strong capabilities in live action and 3D animation integration. The new Company services clients in the broadcast, music video, feature film and advertising arenas. 1st Avenue Machine is represented by Patricia Claire, ּpatricia claire coּ.

1st Avenue Machine: http://www.dexigner.com/directory/detail/7440.html

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