WILD(CHILD) HELPS USHER LAUNCH NEW FRAGRANCE
Anton & Partners/NY conceived the commercial, which was directed by Pierre Morel of Rant Films. And while the pursuit’s tight turns and high speeds create a mood of tension, Usher is able to remain totally cool, chatting with his date about exotic entrees and desserts. The chase ends at the famed Hotel de Paris in Monte Carlo, where the photogs scurry from their cars to shoot the couple’s entrance.
Pineyro used an Avid Media Composer to cut a :60 cinema version of the spot, as well as a :30 for broadcast. The commercial was shot in color on 35mm film and then the color was dialed down to black-and-white at Company 3, with Pineyro supervising. Johnnie Semerad of Semerad crafted the product end tag featuring the Usher VIP bottle.
Wild(child) credits included executive producer Alexandra Leal and assistant editor Chuck Granado.