PostPanic create unique films for Philips TV

Director Chris Staves comes up with a fresh, new approach for the 2012 product range films.

21 SEPTEMBER 2012, AMSTERDAM, THE NETHERLANDS SEPTEMBER 2012
Summary
PostPanic proposed a whole new look and feel for the 2012 series films featuring the new range of Philips televisions. PostPanic director Chris Staves came up with the idea of 'a gallery of amazement' with Philips televisions used to create a series of artist-led installations, each one highlighting a feature present in that particular television model. Quite daring and abstract in places, the films are part of a larger campaign to create a new, fresher identity for Philips TV.
With 2012 heralding the Philips Television brand forming a stand-alone company under the management of TP Vision, it was the perfect opportunity for their in-house marketing agency to shake things up a bit within the Philips Television marketing and advertising campaigns. First up were the 2012 Series Films, a set of 10 films explaining the features present in each model. These ten films would then be used on multiple platforms including online, point of sale and events. There would also be localisation required to over 12 countries.
PostPanic proposed not only a complete visual departure from previous years but quite an ambitious idea - director Chris Staves came up with the idea of 'a gallery of amazement' with Philips televisions used to create a series of artist-led installations, each one highlighting a feature present in that particular television model.

Quite daring and abstract in places, it was a surprise for PostPanic when their proposal was chosen but TP Vision were united in their belief that a completely new direction was required for this new chapter in Philips Television's history. TP Vision Creative Director Robert Phillips 'We were looking for something new and that's exactly what we got. PostPanic refused to accept that product films need to be formulaic. The films created by PostPanic redefine the way these kind of product films are portrayed and have not only hit the target brand positioning wise but also had a very welcome trickle-down effect on other aspects of our marketing deliverables'.

Director Chris Staves approached the films by working in a modular format with the features of each television. None of the 10 films would ever be seen back-to-back so he could allow for them each to follow a similar template. Each module was based on visualising a feature present in the television model, for example, Ambilight or Smart TV capabilities or Perfect Pixel quality. Using a mixture of live action plates (filmed by PostPanic in a real art gallery), Staves and the in-house PostPanic post team were able to composite with the scene photo-realistic CG televisions. Each scene would then be rendered out to 10 different versions featuring each different television model. The individual model films could then be edited together with the 'modules' present in that series model. This was also reflected in the build-up of the audio soundtrack which is gains energy the higher the series model. Finally, each film was then localised to 12 countries.

Such has been the response to PostPanic's Series Films that they have already been commissioned by TP Vision to create the 2013 Series Films as well as the 2013 Feature Clips (6 explanatory clips) and additional stand-alone films for key events such as IFA.

CREDITS

For Philips Television
Creative Director: Rob Phillips
Marketing Directors: Sarah de Mol, Stephanie Prost
Marketing Managers: Alehandra Iorgut, Glenn Machielson

For PostPanic
Director: Chris Staves
Executive Producers: Ania Markham, Jules Tervoort
Senior Producer: Annejes van Liempd
Production Co-ordinator: Zhi-Huang Dong
Localisation Co-ordinator: Eline Suhanko
CG Supervisor: Ivor Goldberg
VFX Supervisor: Chris Staves
Copywriter: Boyd Coyner
3d: Jeroen Aerts, Matthijs Joor, Jurrieen Boogart, Cara To, Onno van Braam
2d: Erwin vd Ijssel, Doma Harkai, Kirsten Hoehne
Compositing: Matthijs Joor, Chris Staves, Marti Pujol, Silke Finger
Music Composition: Fritz Rating, Niels Zuiderhoek @ You Guys
Voice-Over: Soundware, Amsterdam
 
Who is Chris Staves?

Director and Visual FX master, Chris Staves, crossed over the Atlantic and became a senior member of Amsterdam based studio, PostPanic in 2009.

Prior to joining PostPanic, Chris was a partner and director with Psyop, and creative director and founder of MassMarket in New York. Previous to even that, he was a founder and creative director at Method in Los Angeles.
Chris’s background is as a visual effects artist and he has been directing spots for the past 9 years. He began his career in Los Angeles in the early 90’s working at the premiere music video post production house, 525 Post Production, developing working relationships with several prominent directors including Michel Gondry, Spike Jonze, PT Anderson, and years-long collaborations with Gore Verbinski (Pirates of the Caribbean), Francis Lawrence (I Am Legend), Mark Romanek (One Hour Photo) and Jonathan Dayton & Valerie Faris (Little Miss Sunshine). This last collaboration culminated in an MTV Music Video Award for myself for Best Visual Effects for The Smashing Pumpkins, "Tonight, Tonight".

In 1998, Chris co-founded Method, where he continued to create visual effects for music videos, commercials, and films. Chris’s highlights at Method include Madonna’s “Don’t Tell Me”, Nike “Funk Ship” and designing the videotape sequence for Gore Verbinski's The Ring. He also created an Emmy award nominated series of effects for a special one-hour episode of Third Rock from the Sun. During his last couple of years there, Chris also began to direct spots, including the AICP award winning Powerade “Wave”.
Chris moved to New York in 2004, becoming a partner at Psyop, and co-founding MassMarket, the visual effects arm of Psyop. He also directed spots for Psyop, sometimes as collaborations with other Psyop directors and sometimes on his own, including the 2003 AICP award winning Siemens spot, “Building Blocks”.

In September 2009, Chris relocated to Amsterdam and a new home at PostPanic.
Chris has not only joined the directors’ roster at Postpanic but also multi-tasks as a VFX Supervisor on other PostPanic projects. His directorial projects to date for PostPanic include spots for Nike, Vodafone, Tatrabanka and Consumentenbond.





Quotes
" 'We were looking for something new and that's exactly what we got. PostPanic refused to accept that product films need to be formulaic. The films created by PostPanic redefine the way these kind of product films are portrayed and have not only hit the target brand positioning wise but also had a very welcome trickle-down effect on other aspects of our marketing deliverables'." TP Vision Creative Director Robert Phillips
"I was very fortunate that Philips trusted us enough to let us take their Series Films in a direction that you don't see a lot in product films like these. They were open to being abstract in the way that we represented the television's features, so that made the whole project a lot of fun to work on. We created the films in a modular way, so that we could easily mix and match scenes to create all of the 10 films that we had to make. This made the task of rendering the 100s of TVs that we needed much more manageable. It was a great project to work on, and the beginning of a rewarding partnership with Philips TV and TP Vision." Director Chris Staves
"TP Vision coming to PostPanic has been a really nice development this year as it's turned out to be a natural fit us working closely with them and we've been able to really get stuck into changing people's expectation of the brand. I'd like to hope that with Chris's ideas, we've managed to shake things up and I hope TP Vision gives us the opportunity to do it a bit more. It's been fun.'" Executive Producer Ania Markham
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About PostPanic

PostPanic is an internationally awarded and respected Dutch film company.

PostPanic is made up of three divisions: PostPanic (commercial film), PanicProgram (emerging commercial talent) and PostPanic Pictures (long format film).

Founded in 1997, PostPanic closely guards its unique creative attitude and continues to produce memorable visual work for the advertising, entertainment, broadcast, retail and music industries worldwide.

The Amsterdam home is made up of a permanent international team composed of producers, directors and creatives specializing in live action, motion graphics/animation, VFX and installations.  PostPanic also host and curate the popular bi-annual inspiration evenings, The PanicRoom (an invite-only night for the Amsterdam creative community).

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