Following promos for Dance Moms and Preachers’ Daughters, L.A.-based production studio Roger recently reunited with Lifetime TV to produce a live-action promo for the new scripted comedy-drama series Devious Maids from executive producer Eva Longoria and Marc Cherry, the creator of Desperate Housewives. The show will premiere June 23.
Roger creative director Terry Lee co-directed the darkly humorous promo with Joe Nichols, creative director at A&E Networks/Lifetime TV, which visualizes the show’s premise – five ambitious Beverly Hills maids entangled in a bourgeoisie web of murder and deceit.
“The response to this promo has been remarkable,” Nichols said. “Roger isn’t just a super-buttoned-up production company, they are true creative partners and collaborators. They have no ego; they are full of great ideas, great taste and lots of experience.”
In the promo, the maids serve hors d’oeuvres and champagne to the filthy rich while picking up everyone’s dirty secrets. The spot concludes with the maids reciting the tagline, “Keep your friends close, but your maids closer.”
“The concept was to have our five Devious Maids work it at one big decadent party and naturally, get the dirt on everyone in the process,” Nichols explained. “It had to be fun, and we had to make sure that viewers felt connected to them – like they were along for the ride. Terry and Roger helped to make sure our concept was as great as it could possibly be, from start to finish. They helped me with my storyboards, the CG previz, which was truly invaluable, the art direction and the effect shots.”
“Collaborating with Joe was a great experience,” Lee said. “We were able to bring our sensibility of fun into the deviousness. During pre-production, our focus was blocking and choreographing the scenes to hone both the comedic timing and melodrama that Joe’s concept called for. It was all about keeping the viewer attuned to the various degrees of foul play and foster anticipation of what’s next in an exciting way. We were able to culminate the narrative action in post with our VFX team and the AV Squad, who delivered a beautifully crafted edit.”
Although it’s primarily a live-action spot, the promo’s climactic moment relied on the seamless execution of a VFX shot in which a femme fatale vengefully spikes her lover’s champagne. Roger’s CG artists created a 3D close-up of a skull-etched poison pill dramatically effervescing into a glass.
“Lifetime has been a great creative ally,” Lee said. “The premise of the show opened us up to exciting filmmaking possibilities. We could be sexy, comedic, cinematic and stylized, and then tie it all together in a unique way to create a level of intrigue that makes you want to tune in and see what Devious Maids is all about.”
