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Creative in association withGear Seven
Group745

PostPanic for Philips Television

04/10/2012
Production Company
Amsterdam, Netherlands
51
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PostPanic create a fresh, new approach to showcase the 2012 range of Philips televisions
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

Credits
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