DraftFCB recently turned to New York-based post house Nice Shoes to craft a new campaign for the Jamaica Tourist Board. Nice Shoes partner and colorist Lez Rudge worked closely with longtime collaborator Joe DeFranco, head of production at DraftFCB to deliver the spot.
The studio put together a creative team that included editor John Mallerman, Flame artist Russ Bigsby and designer Chadwick Whitehead. Managing this team was executive producer of editorial Liz Hurd, who joined the studio right before the project began in May. Sound Lounge, who has partnered with Nice Shoes in the past, brought their audio expertise to the piece as well.
The campaign, entitled “Get All Right,” features an engineer playing a remix of “One Love” performed by Jamaican musicians Bass Over Babylon, intercut with shots of tourists enjoying the attractions of the tropical destination. The engineer’s actions seem to craft the sights and sounds of Jamaica, making the music a driving force in the editorial process. Mallerman worked closely with the project’s composer, Paul James Riggio from So Loud Music.
“Normally I’m used to cutting to a finished piece of music,” said Mallerman. “But on this project the music and the cut came together simultaneously.”
Rudge and Bigsby each worked to bring out the natural beauty of the ocean, sky and beaches of Jamaica, while Whitehead animated a trio of Doctor Birds for the spots’ title cards. “Footage and material was passed seamlessly between the artists thanks to Nice Shoes’ robust workflow,” said Hurd. “It made it much easier to quickly respond to client feedback, revise the spots and make the material look its absolute best.”