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Cut + Run?s Dan Swietlik recently edited a new campaign for California Lottery via BBDO/West. The campaign is about life?s activities contrasted for their upsides and downsides. The campaign consists of five spots, each centered on people suffering the consequences of taking chances with huge downsides. One depicts a man attempting to use the ?This is not a step? on a ladder to gain some more height to screw in a light bulb. The voiceover reads ?Upside? Eight more inches.? Downside? Full body cast.? Another depicts a couple running out of gas when the husband refuses his wife?s pleas to refuel on a deserted highway as coyotes howl in the distance. The voiceover reads ?Upside? Being right. Downside? Being eaten.? In all the spots the voiceover continues, ?Why not take a chance where the upside is millions of dollars and the downside is only a buck? The tag reads: ?SuperLOTTO Plus. Big upside.?
?The agency creatives -- Jim Lesser, Neil Levy, and Jason Roberts -- were excited about keeping these spots real and human since they?re about those forks-in-the-road that we all encounter every day,? notes Editor Dan Swietlik. ?The goal, and also the challenge, was to keep things subtle and not let them slip over the top. It?s easy to lose track of that after staring at the cuts, but the team stayed fresh and focused throughout the entire process.?
About Cut + Run
Cut + Run started in 1997 with a mighty workforce of three. Today, the editorial company in one of the premier offline editing companies in the world. Utilizing a home base of London and Santa Monica, editors can work anywhere on commercial, music video and long format projects. For additional information, please visit the company website at www.cutandrun.tv.
Credits:
Airdate: 8/23/04
Client: California Lottery
Spot titles: ?Milk? :30, ?Ladder? :30, ?Restaurant? :30, ?Outlet? :30, ?Gas? :30
Production Company: Omaha Pictures/Santa Monica, CA
Director: Paul Gay
DP: Andrzej Sekula
Executive Producers: Eric Stern & Adam Bloom
Producer: Jason Kemp
Shot on location in Los Angeles, CA
Advertising Agency: BBDO West/San Francisco, CA
Creative Director: Jim Lesser
Executive Producer: Kate Lee
Producer: Chad Garber
Copywriter: Neil Levy
Art Director: Jason Roberts
Editorial Company: Cut + Run Editorial/Santa Monica, CA
Editor: Dan Swietlik
Assistant Editor: Joe Rounseville
Executive Producer: Jerry Sukys
Postproduction Credits:
Colorist: Bob Festa, R!ot/Santa Monica, CA
Online Editor: Mitch Gardiner, Cut & Run/Santa Monica, CA
Visual Effects: Cut + Run/Santa Monica, CA
Artist: Mitch Gardiner
Graphics: yU + Co/Santa Monica, CA
Creative Director: Garson Yu
Executive Producer: Carol Wong
Producer: Lane Jensen
Designer Synderela Pang
Animator: Maverick Velasco
Audio Post: Margarita Mix/Santa Monica, CA
Mixer: Jeff Levy
Music Production Company: Admusic/Santa Monica, CA
Executive Producer: Paul Schultz
Composer: Tony Morales
Producer: Paul Schultz
Sound Design Company: 740 Sound Design/Santa Monica, CA
Sound Designer: Eddie Kim
Exe. Producer/Creative Dir.: Scott Ganary
Asst. Producer: Dave Steinwedel
Page: 1
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