Chicago-based Filmworkers recently provided postproduction services for a new ad for Belk that is part of the fashion brand’s “Modern. Southern. Music.” campaign. Produced by Coin-Operated Films, Matt Egan directed the spot, which features Nashville star Hayden Panettiere arriving on location at the newly-renovated Country Music Hall of Fame for an evening shoot.
Egan took advantage of the modern architecture that has recently sprung up in Nashville’s downtown, including the sprawling Music City Center, to create spectacular nighttime vistas. “We wanted to capitalize on Hayden’s star power through a day-in-the-life story that has a dreamlike feel,” said Egan.
The dreamlike quality is accentuated by the cinematography of DP Vance Burberry, who used subtle slow motion effects to draw attention to elements of Panettiere’s wardrobe. A heart-shaped graphic recurs throughout the spot to underscore Panettiere’s love for the Belk brand.
Panettiere recently earned a Golden Globe nomination for her role in Nashville. “She’s a total pro and a great collaborator,” said Egan. “The camera loves her. The hardest part of the job was deciding which were our favorite takes.”
Egan supervised editorial, performed by Coin-Operated Films’ Charles Newberry, and final post work completed at Filmworkers. Senior colorist Fred Keller used a Baselight color grading system to polish the final look.
“For Belk, we like to pump the color and create a warm feel with rich skin tones,” explained Keller. “The images in this spot are especially deep and dramatic, and we emphasized that with lots of contrast. When Hayden walks out on stage, it really pops.”