12.09.2009 – TORRANCE, Calif. – Scion announces the launch of its latest audio/visual initiative, Scion A/V Video, a vibrant collection of high-quality music videos spanning disparate genres, from doom metal to electro and nu-disco. Scion A/V Video hits computer screens Dec. 22 on iTunes and the automaker’s recently launched entertainment destination, ScionAV.com.
Scion approached DFA, Fool’s Gold, Hydra Head, IHEARTCOMIX!, Southern Lord and Vice Records to select nine musicians and emerging directors of the labels’ choice to produce original music videos for Scion A/V Video. As part of the brand’s continued support of creative expression, the automaker fully funded the productions and will distribute the videos across all Scion social media and video streaming sites, including ScionAV.com, iTunes and Vimeo, as well as a promotional DVD release.
“Scion has supported groundbreaking creative talent under the A/V banner since its launch, including concerts, tours, record releases and our Radio 17 programs,” says Jeri Yoshizu, sales and promotion manager for Scion. “Collaborating on music videos is a natural next step and we’re really excited to debut the A/V Video series…
IHEARTCOMIX!
• Reminding us of warmer days, director Jesus Rivera brings to life Bloomington, Ind.’s DIY scene with a fun, over-the-top depiction for Totally Michael’s seasonal anthem, “Summertime.” • Director Steven Ilous declares, “Let them eat cake!” in his delicious video for bloggers-turned-DJs Acid Girls’ “Lightworks.”
About Scion Scion, from Toyota Motor Sales (TMS), U.S.A., Inc., was developed with a new generation of youthful buyers in mind. Scion’s mission is to provide distinctive products, the opportunity to personalize, and an innovative, consumer-driven process at the retail level. The Scion brand features three ground-breaking models with a wide array of standard features: the xD urban subcompact five-door, the iconic xB urban utility vehicle, and the tC sports coupe. The brand often applies new practices in all aspects of its business and pushes the creativity envelope with non-traditional advertising and marketing to engage young consumers. Scion also supports originality through its programs in the artistic community. For more information, visit www.scion.com.
Our new friends over at R.fm have featured the “Toxic is Dead” Music Video, I directed earlier this year. The Toxic Video is wedged between some amazing artists like Uffie, Air, Fever Ray, and Vitalic. This is truly an honor as they are known for being very selective.
Here is a quote from their About section on their site:
“We are collectors of carefully selected club music recordings from around the world and what we consider to be the best music videos on the planet. “
Toxic Avenger’s newest video for ‘Toxic Is Dead’ is more like a miniature movie then a music video. With a ‘Bonnie and Clyde‘-like theme, the video features the Parisian DJ and a female accomplice in a high-speed car chase with the police after a robbery. The heavy synth in ‘Toxic Is Dead’ makes the video even more pulse-pounding to watch. Toxic Avenger shared his excitement about the video with Spinner, saying, “Shooting in the desert made me feel like I was on a Hollywood movie. Being on Route 66 at an old gas station was an amazing experience, especially for a little Parisian comme moi!” - AOL
Yesterday, I completed color correction on the music video I am directing “TOXIC IS DEAD” The amazing Paul Bronkar was our colorist, who is currently working on Disney’s return to 2D movies ”The Princess and the Frog”. He also recently wrapped on the movie adaptation of the hilarious book “I Hope They Serve Beer in Hell”. It was an honor and privilege to work with Paul. Please check out his work HERE.
We approached the color session by creating an overall palette to the piece. Selecting tones that evoke the right emotion, letting footage really “develop” its self. It was slightly experimental, but to expensive to just play all day. Once that was done, we quickly moved into some details pulling out certain elements that enhance the story, or better yet repairing shots that are noisy or remove unwanted color elements. Its amazing how much can be done with colorists.
While I was working, I realized how important it is to screen anything you do on a large format screens. It really gives you a sense of depth and how to populate the scene to draw in the audience. From now on it doesn’t matter what it is, I will make all my creative decisions based off a theatre screenings a.k.a DAILYS.
Color timing in a theatre is an amazing experience. The facility was top of the line with a PABLO 4K realtime color corrector, a Sony 4K Projector, 20ft Screen, 7.1 B&W speakers. All in all their just tools, really nice tools, all to produce the best product with no delay, what you see and hear is what the audience sees and hears.
I will follow this blog up with the Post Production house, specifically the most exciting one in LA right now, LIGHTIRON.
How do you track something if you can’t see it. How would you track the motion of an actors face if they have a cloth over it ? Here is a R&D test we did for Warner Bros. Watchmen.