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COKE CALLS ON CELEBS FOR CINEMA SPOT

January 24, 2003
COKE CALLS ON CELEBS FOR CINEMA SPOT

NEW YORK - Nice Shoes, Spine Editorial and Headroom all teamed up to post Coke's new theatrical commercial out of Berlin Cameron/Red Cell/NY. The :90 "Real Music" cinematic commercial features recording artists Mya and Common, whose street-smart track details how to keep it real on the way to the top.

The spot has a colorful, quick-cutting, music video style with Common rapping and Mya singing the choruses. Performance footage is interspersed with party shots and the measures of success, including red carpet rides and million dollar mansions. Headroom Digital Audio's sound designer Scott Persson also wanted to keep it real in creating the commercial's effects track. Persson hit the streets of New York, recording Manhattan sounds and his own Foley. Atmosphere for the club scenes was recorded in Headroom's isolation booth, with the staff yelling and clapping at different distances from the mic.

Noah Herzog of editorial house Spine in New York and Los Angeles, cut the :90 version as well as a :60 for TV and theaters. John Shea at Nice Shoes provided Discreet Inferno effects and colorist Chris Ryan gave the project its look. The commercial was shot on location in Los Anglese by Partizan Entertainment of Hollywood.

Headroom and Nice Shoes also worked on Coke's television campaign, including the "Where's the Coke," "Care Package" and "Science" spots. Editors Jim Ulbrich and Russ Mendelson of Day for Night in New York cut the TV spots.