/24-7PressRelease/ - NEW YORK, NY, June 07, 2008 - Company's Young Talent Take Creative Reins For Clips From Pop Punk Band We The Kings' ''Check Yes Juliet,'' and R&B Singer Joe's ''We're Family''
BOND (http://www.BONDedit.com), the full-service creative editorial/post production house has completed editorial (both offline and online) work on two new music videos -- pop punk band We The Kings' new single ''Check Yes Juliet,'' and R&B singer Joe's ''We're Family,'' which is featured in the feature film Welcome Home Roscoe Jenkins (Universal), starring Martin Lawrence.
Both videos are currently airing on MTV and online and spotlight BOND's young editors Gustavo Bernal, who edited ''Check Yes Juliet,'' and Stas Lipovetskiy who cut ''We're Family.'' Joe's ''We're Family'' will also be included in the bonus features of the Welcome Home Roscoe Jenkins DVD release later this year.
Directed by Alan Ferguson (Ashlee Simpson, Fall Out Boy, Jewel) of production company Anonymous Content, Los Angeles, ''Check Yes Juliet'' is a modern day retelling of Romeo and Juliet with the band's lead singer Travis Clark and his 'Juliet' running from her disapproving parents. Working closely with Ferguson, Bernal skillfully drew from hours of raw footage to craft several distinct vignettes that tell the story: a crowded party where the band is performing; Juliet's first encounter with the singer while he is rehearsing with the band; and the two driving away from the party when her parents arrived to confront the situation.
''Alan's goal was to focus on telling the story effectively with each vignette feeling like a short film unto itself,'' said Bernal. ''He challenged me to take a completely different creative approach -- to edit the vignettes together without the music for reference, then later match the segments to the rhythm and lyrics. This method enabled us to portray the story in a very compelling, creative way.''
For ''We're Family,'' the biggest challenge for Stas Lipovetskiy was that this effects-laden music video needed to be edited and delivered in just three days to help promote the film, Welcome Home, Roscoe Jenkins, which follows the comical mishaps of a popular TV talk show host who takes his TV star fiancee home to meet his family in the deep south.
To promote the film, ''We're Family'' features Joe on a white stage performing with two vertical green screens on either side of him in the background. Lipovetskiy collaborated with the director Pete Chatmon of production company Double 7 Film, South Orange, NJ, to select movie footage to key into the green screens, as well as clips from the movie, interspersed by live action of Joe singing the song on urban rooftops in New York and surrounded by adoring women.
'It was challenging to re-position and re-size the clips to play in the narrow vertical screens, allowing portions of images to be seen in each window, while still maintaining a seamless relationship between them,'' said Lipovetskiy. While Chatmon and Lipovetskiy confined their choices to clips from the movie's trailer so not to give away too much of the movie, the young editor strove to give the clip a distinctive look from the trailer.
BOND's music video work comes at an interesting time in the music video industry. Although more people than ever view music videos thanks to websites like YouTube, MySpace and iTunes, the budgets for the videos have shrunk considerably over the years, thanks in large part to the struggles facing the music industry overall. However, for Beckerman music videos can still be a vibrant creative opportunity, especially for young editors.
''Music videos still have importance for today's post houses,'' said Beckerman. ''As long as the budget is realistic music videos offer a great way for young editors to perfect their craft and experiment with different styles, techniques or technology. For experienced editors it can be a great way to stretch creatively.''
Also worth noting is the evolution of product placement in music videos, which has become a key way record companies finance music video budgets. For example, ''Check Yes Juliet'' features produce placement from Apple's iPhone and Red Bull energy drink.
''To defray production costs, many music videos now feature product placements; while others turn a good, simple idea into low-cost viral videos,'' said Beckerman. ''Anyway you look at it music videos are still a great opportunity to test your creative mettle.''
About BOND:
From inside their beautifully designed 6,500 square foot studio, BOND (http://www.BONDedit.com) -- the creative editorial/post house founded in 2006 by editor Jeff Beckerman -- lends its versatile talents to the best in cross-platform advertising and entertainment. They offer clients a full menu of services, including editing, graphics, motion effects and sound design/audio post. For more information contact Executive Producer, Stephanie Shayne at stephanie_shayne@BONDedit.com or 212-533-9400.
Toolkit:
--Avid Media Composer
--Avid Symphony Nitris
--Autodesk Flame
Web Resources:
Click here to watch We The King's ''Check Yes Juliet:''
http://www.bondedit.com/spotlite/SL-WETHEKINGS/spotlite/BOND_spotlite_wethekings.html
Click here to watch Joe's ''We're Family:''
http://www.youtube.com/watch?v=gxg0LSLLk7w
Click here for more info about BOND:
http://www.BONDedit.com
Creative Credits:
Client: A.I Films, New York
Record Company: S Curve Records
Project: We The Kings ''Check Yes Juliet''
Production Company: A.I Films, New York
Director: Alan Ferguson
Editorial/Post: BOND, New York
Editor: Gustavo Bernal
Executive Producer: Stephanie Shayne
Client: Double 7 Film, South Orange, NJ
Record Company: Jive Records
Project: Joe ''We're Family''
Production Company: Double 7 Film, South Orange, NJ
Director: Pete Chatmon
Editorial/Post: BOND, New York
Editor: Stas Lipovetskiy
Executive Producer: Stephanie Shayne
From inside their beautifully designed 6,500 square foot studio, BOND (http://www.BONDedit.com) -- the creative editorial/post house founded in 2006 by editor Jeff Beckerman -- lends its versatile talents to the best in cross-platform advertising and entertainment.
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