The thing about editing is that when it's good, you can't see it. Yet for an art form that's so unseen, editing is one of the most crucial and creative parts of the filmmaking process. Great editing brings the director's vision to life, it dictates emotion and focuses a viewer's attention. For this screening, Packaged Goods is pleased to partner with the Association of Independent Creative Editors (AICE) to bring you the best of the best in commercial editing. We will showcase highlights of this year's AICE Award winners—who were crowned in May&mash;along with some other award-winning editing, to throw some much-deserved attention to this invisible art. Also, in association with AICE and with support of CPAT, OCEANA, john st, and Blammo Worldwide, we will welcome industry-leading editor Chris Franklin, owner/editor of New York editorial house Big Sky Edit, to talk about the art of the edit.
Featured works to include:
Benetton "Unhate" / Spot / :90
Agency: 72andSunny
Editor: Mario Battistel, Mikros Image
Love and hate is complicated, and Benetton shows the fine line between the two with its provocative Unhate campaign.
Audi "Ahab" / Spot / :60
Agency: Venebles Bell + Partners
Editor: Steve Gandolfi, Cut + Run
A weather-reliant Audi replaces the giant whale in this automotive retelling of "Moby Dick".
Chrysler "It's Halftime America" / Spot / 2:00
Agency: Wieden + Kennedy, Portland
Editor: Tommy Harden, Joint Editorial
Clint Eastwood delivers a rousing call to action in Chrysler's follow up to it's popular ad featuring Eminem.
Adidas "Tomorrow Starts Today" / Spot / 1:50
Agency: TBWA Berlin
Editorial: Mark Pavia, Poster Boy
Success is sweeter when lived in reverse. This spot takes a journey from a winning moment back through the small details that made that moment possible.
AVG "Tigers vs Toothpicks" / Brand Film / 3:07
Agency: The Richard's Group
Editor: Marc Stone, 3008
AVG Technologies illustrates how the power of many can combat online crime by pitting a tiger against 3.5 million toothpicks.
Dos XX "Italian Countryside", "Pommel Horse", "Pygmy" / Campaign / :90
Agency: Euro RSCG
Editor: Jeff Ferruzzo, Outside Edit + Deisgn
The Most Interesting Man in the World shows off more of his preternatural awesomeness in this campiagn.
Heineken Light "Handlebar Moustache" / Spot / :60
Agency: Wieden + Kennedy, Amsterdam
Editor: Steve Gandolfi, Cut + Run
Magnificent old-timey style reigns over brute force.
Samsung "Next Big Thing" / Spot / :60
Agency: 72andSunny
Editor: Geoff Hounsell, Arcade Edit
Being an (obnoxious?) Apple devotee doesn't look so good in light of Samsung's offering.
AT&T "More Responsibilities", "OMG Office", "Neighbors", "Tailgate" / Campaign / 2:00
Agency: BBDO
Editor: Geoff Hounsell, Arcade Edit
Did you hear about...oh, you've already heard? AT&T wants you to know it's network is faster than, well, real life.
Canadian Film Festival "Hold Up" / Spot / 1:00
Agency: JWT, Toronto
Editorial: David Baxter, Panic & Bob
"A guy walks into a bank and passes the teller a note..." An age-old film plot gets a comedic twist from a film-loving teller.
Bedsider "Funny Fails" / Spot / :30
Agency: Euro RSCG
Editor: David Anderson, Mackenzie Cutler
Early attempts at getting it on never stopped the inexperienced. This spot implores that when it comes to birth control, it's best to keep trying.
Cravendale "Cats with Thumbs" / Spot / :40
Agency: Wieden + Kennedy, London
Editor: Russell Icke, The Whitehouse
You wouldn't like cats so much if they had thumbs.
john st. "Catvertising" / Short film / 2:27
Agency: john st.
Editor: Chris Murphy, Relish
An agency reflects on its decision to eschew advertising in favour of cat videos in this viral spoof.
Old Navy "Supar Tool" / Spot / :60
Agency: Camp + King
Editor: Doug Cox, Barbary Post
Dress like a guy, just not this guy.
Pacsun "Dress Irresponsibly" / Spot / :60
Agency: 72andSunny
Editor: Kim Baca, Arcade Edit
Why conform when dressing irresponsibly looks this fun?
Google Chrome "Lady Gaga" / Spot / :90
Agency: Google Creative Lab
Editor: Jen Dean, The Whitehouse
Google uses Lady Gaga as its muse to show the power of Chrome.
HBO "Here We Come" / Spot / 1:33
Editor: Akiko Iwakawa, Cut + Run
A rapid montage builds excitement for HBO's top programming.
Converse "History Made in the Making" / Spot / :60
Agency: Anomaly, New York
Editor: Andrea McArther, Peepshow
Converse uses archival footage to celebrate all the athletes who've made the brand famous. (Award: D&AD)
Fiat "Karl Abarth" / Spot / :45
Agency: Doner, Detroit
Editorial: Chris Hafner, Cutters
A quick cut of Fiat’s long racing legacy supports the idea of going faster than yesterday.
BMW "Overprotective" / Spot / :30
Agency: Kirshenbaum Bond Senecal + Partners
Editor: Gary Knight, Cut + Run
No amount of fretting about safety makes a difference if you're not paying attention.
Tropicana "Arctic Sun" / Spot / 1:00
Agency: Juniper Park
Editorial: Ross Birchall, Bijou Editorial
Tropicana does the impossible by bringing the sun to a dark arctic winter in this winsome spot.
VW "Courage", "Time", "Talk" / Campaign / 3:00
Agency: Red Urban
Editor: Paul Jutras, Rooster
This trio of ads tells the charming story of a relationship's tender moments.
National Ballet of Canada "Lost in Motion" / Spot / 2:30
Editor: John DeVries, School
Ballet as you've never seen it.
Young Guns "Young Guns" / Spot / 1:30
Editor: Steve Manz, Relish
Young advertising creatives become the hunted in this cutthroat promo for the Young Gun Awards call for entries.
Audi "The Road" / Spot / 1:00
Agency: Venables, Bell & Partners
Editorial: Adam Marshall, The Whitehouse
The reality is, the road is not so safe... This piece big-up’s Audi’s role in making the road an intelligent place.
Totally Enormous Extinct Dinosaurs "Trouble" / Music Video / 4:03
Label: Polydor
Editor: Joe Remerowski, Pictures in a Row
Electro dance act TEED gets up to strange antics at a hipster house party.
Raphael Saadiq "Stone Rollin'" / Spot / 3:30
Label: Columbia
Editor: Arianna Tomasettig, Final Cut
Raphael Saadiq brings a hazy, retro vibe in this latest vid.
Audi "Oomph" / Spot / :45
Agency: Bartle Bogle Hegarty, London
Editor: James Rosen, Final Cut
This music-driven spot creates great energy for Audi. (Award: D&AD)
Fiat "Get Ready" / Branded Music Video / 2:47
Agency: Impatto, Detroit
Editor: Lenny Messina, Mirada
A music video-cum-ad, Fiat remixes Vivaldi's Concerto in D Major to amp up the famed Italian car's North American debut. (Award: D&AD)
BBC "Wonderful World" / Promo / 2:01
Agency: RKCR/Y&R, London
Editor: Thomas Ioannou, Thomas Ioannou Associates
Sir Richard Attenborough narrates this gorgeous ode to nature. (Award: D&AD)
Lurpak "Rainbow" / Spot / :60
Agency: Wieden + Kennedy, London
Editor: Joe Guest, Final Cut
Color, narration, slick editing and so much food make this the tastiest butter commercial. Ever. (Award: Clios)
Canal+ "The Bear" / Spot / 1:20
Agency: BETC, Paris
Editor: Jono Griffiths, Mikros Image
The passionate director of an epic medieval battle is revealed to be an unlikely candidate. (Award: D&AD)
DirecTV "Dog Collar" / Spot / :30
Agency: Grey, New York
Editor: Gavin Cutler, Mackenzie Cutler
A bad decision can have disastrous results… so get DirecTV. (Award: Cannes)
Wheetabix "Big Day" / Spot / :60
Agency: Bartle Bogle Hegarty, London
Editor: Andy McGraw, Stitch
A bout of familial one-upping gets an unexpected participant. (Award: Clios)
VW Australia "Memories" / Spot / 1:00
Agency: DDB, Sydney
Editor: Rohan Zerna, The Butchery
VW taps into nostalgia by making a car the vehicle for family's most touching memories. (Award: Cannes)
French Connection "The Suit" / Spot / 1:30
Agency: 101 London
Editor: Ben Campbell, Cut + Run
French Connection creates an ode to the suit. (Award: D&AD)
VW "The Word" / Spot / :60
Agency: DDB, Sydney
Editor: Alexandre de Franceschi, Guillotine
Quirky sounds tell the story of people's relationships with their car. (Award: D&AD)
"Move" / Short Film / :60
Editor: Rick Mereki
Sharp editing seamlessly stitches a world travel into one beautiful film. (Award: Vimeo)
Radiolab "Symmetry" / Short Film / 2:55
Editor: Everynone
Life, in perfect symmetry. (Award: Vimeo)
Packaged Goods: The Art of the Edit is rated 14A