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25/09/2009

10th Planet Create Mercury Prize Advert

Thirty and 20-second TV commercials for this year's Barclaycard Mercury Prize winning album have been completed by 10th Planet Post Production recently.
Speech Debelle's debut album, Speech Therapy, surprised many by snatching the prize from under the noses of major label-backed acts like Florence + The Machine and La Roux.
The unexpected win meant that her relatively small record label, Big Dada, did not have dedicated marketing materials prepared.
10th Planet's creative team were approached the morning after the win with a brief to make a 30-second and 20-second commercial in the space of a couple of days, in order to make the following weekend's airtime.
This included 3D animation, music edits and clearance. In addition, 10th Planet would be handling traffic and the play-out to TV channels. 10th Planet rose to the challenge and the following Friday, the commercial started airing on UK TV channels.
The ad uses edits of three of Speech's videos (Spinnin', The Key and Better Days) framed on a 3D brick wall background with newspaper quotes in independently animated text layers.
It was directed by Joseph Barnes and produced by Jonathan Moore.
The TVC can be viewed here: www.news.10pdm.com/?p=103.
(KMcA/BMcC)
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