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02/12/2008

Rushes Creates Stunning Promotional Campaign To Support Resolve Launch

London-based post house Rushes has created an innovative 'Soho-themed' campaign to celebrate the launch of its new da Vinci Resolve grading suite.
The post house officially opened its newest suite last month with two demonstration evenings accompanied by Rushes' legendary hospitality.
Working with designer Steve Chard, who has a long-standing relationship with the post house, including the recent refresh of its brand identity, Rushes has again created an innovative promotional campaign.
Chard commented: "With the target audience in mind (Rushes clientele are visually sophisticated, culturally aware and understand the power of ideas), I was retained to apply that to the design and production of a range of print materials, including postcards, posters and assist Rushes in creating a visually engaging motion piece."
Resolve is a pioneering non-linear grading suite, a revolution in colour grading and the post production process. Giving virtually limitless image and colour manipulation, together with a fully integrated workflow, it allows endless possibilities.
Taking inspiration from this and the lengthy meetings Rushes held to research the new offering, Chard alongside the Rushes grading team created a campaign based on the strapline 'taking control of colour'.
Chard added: "With this idea in mind, and with a tongue in cheek reference to Rushes Soho location, we used various dominatrix and fetish icons, finally settling on a dog collar, as a visual metaphor for Rushes' colour grading offering."
Continuing the 'cheeky' theme, 'Rushes' four Colourists - Adrian Seery, Simone Grattarola, Martin Southworth and Denny Cooper - are being promoted with their individual 'call cards' (postcards, badges and stickers) in a further nod to the company's salubrious location in the heart of Soho.
The accompanying viral video, upon which the print media creative is based, was filmed using the motion control rig at Rushes Studio. Starting with macro shots of vibrant pores of colour that swell and explode, the camera then passes over ambiguous shots of tips and spikes, eventually pulling out to reveal a fetish collar 'controlling' the colour by appearing to suck it in.
Joce Capper, Managing Director at Rushes, commented: "This was a fantastic collaborative effort, which included a number of the Rushes team, working closely with Steve. This campaign is a great way to support the launch of the Resolve suite. It's visually stunning and perfectly demonstrates Rushes team work and creativity whilst playing on our vibrant location in the hear of Soho."
(KMcA)
VMI.TV Ltd

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