New York-based Wild(child) recently edited and postproduced a trio of edgy spots for Powerful Yogurt. Editor Diego Panich teamed up with The Vidal Partnership on the campaign, which recently won the best of show at the 2013 USH Idea Awards, and three awards at the 2013 FIAP Awards.
Panich used a barrage of quick cuts, reaction shots and over-the-top sound effects to frame the spots in a cheeky, cartoonish world of hard bodies and cheesy grins.
“Our goal was to use sound design to create funny, compelling spots that viewers would want to watch over and over,” explained Panich. “We wanted to exaggerate the funny, and the sound played a huge role in that, acting as a kind of dialog to communicate and reinforce the cartoonish craziness as deliberately as possible to the audience. The idea was to build a choreography that enhances the story’s humor.”
In “Ping Pong,” Wild(child) created a percussive rhythm around the ball as a frumpy nerd slugs it back and forth with an unknown target, who is revealed to be a muscle-bound opponent deflecting the ball with nothing but his abs. Sound design was also integral to the flow of “Lumberman” in which, repetitious noise defines a lost girl’s growing angst until a stud tramps out of the woods, lighting her camp fire with a flick of a match across his stomach. “Cowboy” amps up a desert landscape with urban dance club music when a dashing cowboy runs jumper cables from his abs to restart a damsel’s stalled truck.
Wild(child) experimented with comedic timing to find the right narrative for each spot. Panich worked closely with The Vidal Partnership CD Gustavo Lauria to get the best possible talent cuts and to ensure that the comedy was true to the agency’s original intent. The Wild(child) team then assembled the footage into a number of test spots, ranging from subtle to over-the-top in order to find the right intersection of suspense and timing.
“Vidal knew they had a fresh idea and an abundance of great footage, and they approached us for the same reason they have so many times before – to help elevate the creative,” said Wild(child) EP Amy Lazarus. “Diego is a tireless worker and just kept trying different versions of each spot until each worked perfectly within the confines of this quirky, crazy world we had created. When people kept asking us to play these final versions over and over again, we knew he’d nailed it.”