Imaginary Forces (IF) director Alan Williams zeroes in on a memory forever etched in time in the moving :30 “The Watch” for the 9/11 Memorial Museum out of BBDO NY. A :45 version will air online, as well as at Yankee Stadium on May 12th, in anticipation of the opening of the museum.
The spot is a minimal, macro study of United 93 passenger Todd Beamer’s wristwatch, recovered from the flight’s crash site during the recovery effort.
The campaign also features the affecting :30 “Astronaut,” which showcases poignant footage shot by American astronaut Frank Culbertson observing the aftermath of the attacks on New York City from the International Space Station. The museum will open to the public on May 21, 2014 as the country’s principal institution concerned with exploring the implications of 9/11, documenting the impact of those fateful events and exploring 9/11’s ever-evolving significance.
[youtube http://youtu.be/NSFY_EpWGCI]Williams worked closely with the BBDO creative team to create pieces that would honestly convey the magnitude of the vital artifacts displayed in the museum.
For the “Astronaut” spot, the team decided that the best way to maintain the honesty and authenticity of the raw footage would be to alter it as little as possible. Rather than amplifying the piece with additional graphics, the simplicity of the original clip felt the most truthful to the magnitude of that moment in time.
Credits:
Agency: BBDO New York
Client: 9/11 Memorial Museum
Titles: “The Watch” & “Astronaut”
Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Executive Creative Director: Mike Smith
Senior Creative Director/Copywriter: Tom Kraemer
Creative Director/Copywriter: Rick Williams
Creative Director/Art Director: Marcel Yunes
Executive Producer: Angelo Ferrugia
Project Manager: Lauren Callaghan
Account Director: Neil Onsdorff
Account Executive: Jen Sullivan
Production Company: Imaginary Forces
Executive Producer: Sarah Roebuck
Director: Alan Williams
Producer: Jon Hassell
Producer: Kacie Barton
Production Coordinator: Tess Sitzmann
3D Pre-Vis: David Lee, Alan Williams
Editor: Zach Kilroy
Line Producer: Rich Schwab
Director of Photography: Shane Sigler
1st AC: Beau Grantland
Motion Control Op: Sean Folki
Gaffer: GT Womack
Grip: Jeff Clark
Production Assistants: Johann Stamp, Griffin Sager-Gerllerman, Sara Strahan
Color: The Mill
Colorist: Fergus McCall
Final Mix: Sonic Union
Sound Engineers: Fernando Ascani and Steve Rosen
EQUIPMENT GENEROUSLY DONATED BY:
Shane Sigler
Scheimpflüg
Abel Cinetech
Monster Remotesz
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