Momentum Steers To 90°W For Massive Chevy Project
A massive project for Chevrolet has had all hands on deck at 90°W. 37 spots and 8 web videos were created to promote Chevy Malibu and to roll out Chevy’s newest model, Cruze. In the reality-based series, real potential car buyers were asked to drive cars from three different manufacturers and choose a favorite.
“I always find it fun editing raw, un-scripted spots. You have no idea how it’s going to turn out until you’re well into it,” says editorial supervisor Scott Conger.
Conger collaborated continuously with Momentum Creative Director Rhonda Phillips, who also served as writer and the voice talent for all of the stories.
“It was great having Rhonda in the edit suite. We would find a surprise nugget of a sound bite, get excited, re-write the script a tad to work it in, and have her re-voice the track right there on the spot. That gave us the luxury to explore and play more, and in the long run was very efficient,” says Conger.
More than 50 hours of footage was shot with multiple cameras. Workload and deadlines were so demanding that 90 brought in two veteran freelance editors from around the country to handle various pieces of the project.
“As a project, Car Hunters (Phase I)exceeded the speed limit and was packed with all kinds of potential road blocks. We never doubted that the end product – (13) :60 spots, countless videos and online ads – would be expertly edited and mixed. After all, we all know the caliber of talent at 90. What amazed us the most, however, was just that they were able to handle whatever we threw at them. The scheduling alone was like solving Rubik’s Cube. In the end, Phase I was so successful, the client signed on for Phase II. That, of course, was on the fast track as well,” says Momentum’s Phillips.
90 Project Manager Beth Martychenko coordinated the challenging schedule. At times, five editors, two motion graphics designers and a sound designer were working on the project simultaneously.
The biggest editorial challenge was squeezing the essence of each driver’s story into a short timeframe. “There were so many great moments with each driver that it was a challenge to pick the best ones. It doesn’t matter how much time you have – :60, :30, :15 – you never have enough,” says Conger.
