Issue: Editing - Jul 21, 2003


NEW YORK - Earth2mars ( recently finished work on the futuristic spot, "Experiment," for Speedstick via Siboney USA. The :30, directed by Chris Carballo of Octane Films, features baseball superstar Alex Rodriguez being pushed to his limits in a high tech lab to test the effectiveness of the deodorant.

The project, targeted for the Hispanic market, was conceived by Elena Reglero and produced by Vivian Taveras of Siboney USA. Because the concept for the spot relied very heavily on post production, Siboney brought Earth2mars on early in the process. This meant having both editor Jorge Vallejo and graphics artist Eric Robel fly down to Miami to supervise the shoot for special effects.

Working on an Avid Media Composer V.11, Vallejo cut the spot that features a montage of Rodriguez undergoing a battery of physical tests to determine how well the deodorant holds up.

For the graphic elements, Robel used Avid Illusion for keying, layering, tracking and compositing, and Alias|Wavefront Maya for all the 3D elements. The ad also required rich, full colors that were futuristic. For this, Vallejo brought on colorist Victor Mulholland of Company 3. Composers Michelangelo L'Acqua and Gregg Fine of music production company Onda scored the spot.