Leading editorial company Final Cut recently completed a whimsical spot for Ginn Clubs & Resorts, which touts the high-end destination’s commitment to customer service and fun. “Getting Ready,” created by Carmichael Lynch, highlights the inaugural LPGA Ginn Open, which took place in late April at the Ginn Reunion Resort in Reunion, Fla. The commercial shows groups of resort service staff attending to the golf course with the same care and attention they lavish on guests.
Employing the song “Optimistic Voices” from The Wizard of Oz, the spot shows housekeeping fluffing the greens as though they were bed sheets, chefs sifting sand as if it were flour or powdered sugar and piping clouds into the sky, a barber trimming the lawn with a comb and scissors, and waiters filling water hazards from crystal vases. A bartender vigorously shakes a cocktail shaker from which he produces a new golf ball while LPGA star Annika Sorenstam appears at the end of the spot teeing off on the manicured course.
For Editor Gary Knight, the spot came together smoothly and effectively for several reasons.
“The film was shot so specifically by [Director] Enda McCallion,” comments Knight. “He is a phenomenal director; his vision and craftsmanship are impeccable. Ring of Fire did a great job on the effects. They really helped pull the visuals together in a fun, playful way. I enjoyed the collaboration with the agency creatives [ECD] Andy Clarke and [Art Director] Jay Morrison, who took a ‘less is more’ approach. I think it works really well for the spot. It really gives people a flavor of what the Ginn brand and service is all about.”
Client: Imi Resort Holdings/Ginn Resorts
Spot Title/Airdate: “Getting Ready” :60 &: 30/Late April 2006
Ad Agency: Carmichael Lynch
Chief Creative Officer: Peter McHugh
ECD: Andy Clarke
Creatives: Andy Clarke & Jay Morrison
Producer: Kathy Awe
Production Company: Epoch Films
Director: Enda McCallion
DP: Peter Donahue
Producer: John Duffin
Executive Producer: Jerry Solomon
Where Shot: Ginn Resorts in Reunion, Fla.
Editorial Company: Final Cut
Editor: Gary Knight
Assistant Editor: Alex Israel
Producer: Crissy Desimone
VFX Company: Ring of Fire
Executive Producer: John Myers
Creative Director: Jerry Spivack
VFX Supervisor/Head of CGI: Greg Anderson
Producers: Casey Conroy, Justin Beaupre, Colman McMahan
Inferno Artists: Thomas Downs, Eric Bruno
Henry Artists: Brian Schneider
CG Grass: Jason Porath
Compositing: John Roden
Roto: Gary Mortensen
Matte Painting: Ron Crabb
Postproduction Company: Company 3 & Ring of Fire
Colorist: Stefan Sonnenfeld @ Company 3
Online Editor: Ring of Fire
Arrangement of “Optimistic Voices” by Joey Levine @ Crushing Music
Sound Design Company: N/A
Audio Post Company: Play
Mixer: John Bolen
About Final Cut
Final Cut is a cutting-edge creative editorial company, which services clients in the commercial, television, feature film and music video arenas. Originally founded in London by Rick Russell in 1995, the shop quickly gained notice and expanded to a New York location in 2000. In April of 2005, Final Cut opened an office in Los Angeles to facilitate more of a bi-coastal workflow. The brilliant editors are known for their creativity, technical expertise and collaborative process, and are available for jobs in both locations depending on the specific needs of the project.
For more info on Final Cut, please visit www.finalcut-edit.com.