American Cinematographer - November 1988 - 80

Complicated Effects for Television Spots
by David Heuring
pinball rolls smoothly into frame, narrowly

Feature film

producers and directors often
ability to think on one's feet" as
high on the list of qualities they like to find in
their charges. Altering the most carefully
laid plans at the right time and in the right
way can mean the difference between
mediocrity and distinction on any produc¬
tion. Television commercials, perhaps the
most carefully planned productions of all,
are no exception.
In two recent spots for the
Nynex Corporation, very few of the original
storyboards are recognizable in the final
product. A combination of conventional film
techniques and new video technologies

misses the oblivious businessmen and car¬
off one of the bumpers, which, natu¬

rate "an

have allowed the makers of these spots to
"think on their feet" and produce some truly

imaginative and distinctive advertising.
In one of the spots, two busi¬
nessmen

78

American

stroll down

an

urban street, sur¬

Cinematographer

oms

rally, lights up. When the conversation pays
off in the line, "So are you saying that Nynex
is the only game in town?", we pull back to
see that the entire city is part of a full-scale,
festively-lit pinball game.
This eye-catching combination
of live-action and special effects, designed
rounded by skyscrapers, hustle and bustle.
As they discuss the virtues of an
information/communications firm called

to "ambush" the

viewer, is the work of the

San Francisco-based Colossal Pictures and
director Steve Linden. Complicated optical

compositing and electronic image manipula¬

Nynex, an incongruous 40-foot stainless
steel ball rumbles ominously across the

tion make the seamless, and therefore strik¬

background, down

ing,

suspiciously like 6-foot pinball bumpers.
suspicions are confirmed as a huge

called "Games,"
joined by another 30-second "visual pun"
spot, directed by Gary Gutierrez. Titled
"Devil," it opens with two business execu-

a side street. An over¬
head shot traces the men crossing a bricklined square, past large planters which look

Those

November 1988

is

sequence possible.
The pinball ad,



American Cinematographer - November 1988

Table of Contents for the Digital Edition of American Cinematographer - November 1988

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American Cinematographer - November 1988 - 96
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