New York-based creative editorial company jumP recently collaborated with Mother on a six spot campaign showcasing a behind the scenes racetrack view for the energy drink Full Throttle.
The :30 and :60 spots pique our senses as various types of race inspired music sets the tone for the high-energy build up. Flashes of Full Throttle are intercut throughout, showing how the drivers and their entourages get “fueled up” for the intense races.
Editor Luis Moreno keeps us on the edge of our seats by jump cutting from one scene to next. By creating discontinuous scenes, Moreno creates a form of emotional continuity that makes us feel like spectators.
jumP is an award-winning, New York-based creative editorial boutique focusing on commercials, features, short films, music videos, and emerging media content. The firm works with a wide-range of top-tier brands, directors, and agencies continually delivering powerful and efficient results for each of its clients.
The company roster includes Partner/Editors: Luis Moreno and Michael Saia, Editors: Lin Polito, William Zitser and David Bryen, Partner/Managing Director: Dee Tagert and Executive Producer Elizabeth Krajewski.
Client: Full Throttle
Spots Title: Good Morning :60; The Faces :60; The Machine :30; Left Behind :60; To the Line :30; Legend :60
Agency: Mother New York
Art Director: Mat Driscoll
Creative Director(s): Linus Karlsson, Paul Malmstrom
Copywriter: Greg Hunter
Agency Producer: Michael Aaron
Prod Company: Greencard Pictures
Director: Linus Karlsson
Director of Photography: Crille Forsberg
EP: Nick Kadner
Producer: Hend Baghdady
Editor: Luis Moreno
Assistant Editor: David Bryen
Managing Director: Dee Tagert
Producer: Jenna Louie
Telecine: The Mill
Colorist: Damien Van Der Cruyssen
VFX Company: Manic
Artist: Eddie Reina
Sound Design: Manic
Sound Designer: Stephane Guyot