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30/05/2001

RUSHES POST CITIBANK COMMERCIAL

LONDON facility Rushes have announced that they have posted a new Citibank commercial.
The new commercial from Citibank features aerial shots of New York at night, speeded up shots of cars and people in the streets and a woman dealing in the financial markets, all illustrating hectic modern day life. In the middle of all this action, a smiling child stands in the garden with his father. The film then cuts between the two extremes, the child jumping into his father’s arms and the bustle of the city, showing life at it’s most stressed and tranquil.
Bill McNamara, Rushes Inferno Artist, said: “The main task for us in the Citibank commercials was to achieve an almost cross processed look from the original normally developed 35mm negative, which we did by combining selective areas of each shot from various Telecine grades. The end result was a very hot white stylised grade with a very contemporary individual look.
We also created in Flame trading graphs and graphics which we tracked into the Stock Exchange computer screens to complete the stock exchange environment.
The final shot of the cityscape changing from day to night was a compressed time lapse shot, with the lights animated to turn on inside the building with the change from day to night, which was achieved in Inferno." (CD)
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