SOURCES / REFERENCES:

The Spot

Starz Network

Kirshenbaum Bond Senecal + Partners

Rhino

PS260

September 18th a new season of the celebrated, original TV show Crash will premiere on the Starz Network.  Starz's agency of record, Kirshenbaum Bond Senecal + Partners, assigned the Snorri Bros to shoot a :30 spot as well as the print campaign for the show.

"Working with the Snorri Bros. was exactly what you want from a creative relationship. Not only did they make the work better but they were true partners throughout the process. I don't think I've seen a director work as hard after a shoot as these guys did. I kind of feel sorry for the next director I work with as my expectations have been completely altered by those Icelandic freaks."
Jon Goldberg
Creative Director - KBSP

"This was an exciting job to do, the creative was fantastic, a very moody and open brief was all we had to work with." the Snorri Brother Eidur Snorri said, and went on to say: "For the TV spot we came up with the idea that we would be panning with a long lens all over LA, finding our cast and all the random characters, freaks and bizarros in various parts of the city. Catching glimpses of all the little stories that are happening around the clock in LA.  Then it culminates with a near Crash of the cast at the end. To do this we created a really big panoramic image of LA as the backdrop for the spot. Then we shot the people on greenscreen and put it together in post"

On the Starz's end Rama Wong, Creative Director had this to say: "The Snorri Brothers' artistry and vision really helped bring our Crash campaign to life. Both Eidur and Snorri are so dedicated to producing high-end work, their passion shines through on everything they produce. For Crash, their challenge was to make a one-dimensional idea work in multiple dimensions. By simultaneously working in parallel mediums, they were able to add the depth and cohesiveness that have made this campaign so successful."

The Snorri Bros worked with a high profile cast on the Crash campaign. Dennis Hopper to Eric Roberts to Moran Atias, Jake McLaughlin, Jocko Sims, Ross McCall, Linda Park and Dana Ashbrook play the leads on the show. "They're all fantastic actors and it was such a pleasure to work with them, each and every one.  To work with amazing actors is a privilege but to get the opportunity to work with true legends is a whole other ballgame. We felt very blessed to be on set with Eric Roberts and Dennis Hopper and incredibly pleased to work with the rest of the cast as they are all very talented and true professionals, not to mention that they were such a fun group."  Said Snorri Sturluson of the Snorri Bros, and added: "The whole shoot and the aftermath was challenging to say the least but everyone involved, from client to talent to agency to production to editorial to post were super enthusiastic about the project and it's evident in the final outcome.  There is a lot of love behind it."

The post was a complicated affair, the talent was shot on greenscreen, the background is a combination of stills and live action shot all over LA and the camera moves are created in post.  Vico Sharabani CD at Rhino said: "It's always fun to work with the ever innovative Snorri brothers.  This time, the challenge was working with a huge panorama of LA. Over 100,000 pixels long. The Snorris were hands-on, leading the process throughout delivery, a creative collaboration at it's best"

Rhino weren't the only ones that needed to wrap their head around the technical aspect of the job: "This was such a unique and challenging project to cut because we had to populate and animate a 360 degree panorama of Los Angeles.  The Snorris had such a brilliant approach to create this.  All of our characters had to be individually placed and animated on these enormous panoramic backgrounds that we stitched together.  Although there's actually hundreds of edits, we had to make the finished spot appear as if it were one, seamless move.  Truthfully, this spot would have been much easier to cut if my computer were 14 feet long." Said Maury Loeb editor at PS260.

Tune in to Starz to see the show ; )