Creativity , Client Work May 17, 2011
Sprinting Through A Marathon
When we first described our Metrolinx TV concept to the producer, we were told it would take 8 weeks or more to complete. That was three weeks before we had to be on air.
So how did we get there on time?
First, we had the right client. One who respects our ideas, trusts our judgment and cleared access to the places we needed to go in a hurry.
Second, we had the right partners. People who understood our ideas and helped them evolve, despite the limitations of time that could have led to a compromise.
People like director Charles Wahl, who gave our concept a vision and scope only hinted at in our storyboard. People like Jennie, Wayne and the Cornerstore crew who, among other things, rearranged schedules at the drop of a hat to capture that all-important extra shot. People like Kate, Sandy, Shiv and the rest of Relish/567vfx who cut it all together in record time, blending live action and Matt’s animation into video that feels much shorter than its 60 seconds. People like Allan who explored many musical paths to land on the right note, and Keith who mixed Allan’s score into a soundscape that resonates perfectly to picture. And the people at Airdate who got us to our final destination as the time to deadline became measured by a tenth of a second.
Finally, of course, there’s our agency team who kept their collective eye on the finish line while making sure not to trip up on the details along the route. We may have never run a real marathon but Anita, Stew, Tanya, me and the people who support us now know what it might feel like to sprint through one.
Transforming Transit
Lyle TurnerWriter/Producer
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