NEW YORK – HomeNYC
(www.HomeNYC.tv) has completed work
on an integrated package of spots for Phillips-Van Heusen’s (PVH) Arrow Apparel
brand and a new “Save Ellis Island” campaign.
The Arrow brand is a wholly-owned subsidiary of Phillips-Van
Heusen Corporation, and was introduced in 1851, making it one of America’s
oldest apparel brands. The brand provided authentic American style clothing for
men, women and children. Save Ellis Island, Inc., is a non-profit organization
that it working to rehabilitate and beneficially re-use the buildings that
remain on Ellis Island.
HomeNYC provided production, visual effects, and editorial
services for the package of TV commercials, cinema spots, Webisodes and
in-flight infomercials. Ben Orisich directed the project for HomeNYC, which was
shot on location on Ellis Island over a six-day period. In it, celebrities such
as Katharine McPhee, Joe Montana, Kristin Cavallari, Christian Slater, Richard
Belzer and Elliot Gould describe the challenges families faced in coming to
Orisich and DP Joe Arcidiacono were given access to the un-restored buildings
on the island and used Arricam Studio, Arriflex 435 and Arriflex 235 cameras
with both Kodak and Fuji film stock to capture their weathered
condition. Interviews, on the other hand, were shot against a greenscreen.
The two :60 spots were created to help build interest and excitement about the
new Website that was set up to aid the preservation. Gary Hernandez edited the
spots on an Avid, collaborating closely with Mike Kelly, senior VP of marketing
for the PVH Marketing Group, and Orisich on structure. Orisich finished the
campaign in Autodesk’s Flame, where he performed color correction, image
stabilization, sky replacement and added atmospheric light-rays and dust. He
also created type elements. Portraits shot by Richard Phibbs, photographer for
the print campaign, were integrated into a collage for the closing graphics.
HomeNYC’s Steve Griffin cut 18 four- to five-minute
Webisodes for the site (www.weareellisisland.org).
And HomeNYC’s Will Hong created
in-flight infomercials for Continental Airlines, which included two :60
spots headed up by two-minute intros. Hong designed the graphics and effects
Animation artist Lawrence Calderon created the end tags. Yessian Music in New
York provided the soundtrack and colorist Eric Alvarado at Moving Images
transferred the film imagery to HD.