NEW YORK - Final Cut (www.finalcut-edit.com) editor Gary Knight recently completed work on an effects-driven campaign for Whirlpool out of agency Publicis New York. The spots tout the quality of Whirlpool appliances, which are styled for practical use along with elegance.
In Arctic, a long line of waddling black and white shirts that resemble penguins, dive into a spiraling current of crystal clear water, representing Whirlpool’s Duet washer. Sensing Nature brings together three breathtaking locations in Chile, and highlights the washing machine's ability to adapt to its load.
Partizan’s Mattias Hoene directed the effects-heavy spots. Final Cut’s Knight went on location and set up base in Santiago for 10 days while the production crew traveled around the country shooting. The footage was then fed back to Knight, who assembled rough cuts to help get a jumpstart on the process.
"This project had a massive schedule for the post production, so we had to get the material together early," explains Knight. "By putting together the rough cuts, we were able to work out how the spots fit together and determine if we still needed certain shots and elements while on location."
Due to the complexity of the shots, Knight collaborated closely with the Publicis creatives and director Hoene, as well as the visual effects artists at The Mill in New York to make sure everyone was in sync creatively.
Sensing Nature was cut as a :30 and as four :10s. Arctic was cut as a :30. Two more spots - Waterfall and Underwater - are slated to break later this summer.
Human provided music for the campaign and the studio collaborated with Final Cut on the sound design. The commercials were mixed at Sound Lounge by Glenn Landrum.