By Elina Shatkin, March 22, 2004
For a three spot campaign promoting Cooper Tire, developed by Fahlgren Advertising (Columbus, OH), New York-based Fluid provided a wide array of creative services including the offline and online editorial, visual effects, original music and sound design. The three darkly comic :30 Important Decision mini-dramas, Son, Diner and Den, which rely heavily on the art of misdirection to grab the viewers attention, are slated to roll out on national cable April 5th.
In Important Decision: Son, the tension in the house and the verbal exchanges between a mother and father capture the tremendous disappointment each feels in their son’s behavior
. Shooting hoops outside in the driveway a dejected teen is approached by his dad with “you made your choice, I just thought we had raised you better than that.” Obviously, buying tires is a big decision (so) next time, the voice over intones, get everything you want - Cooper Tire - don’t give up a thing.
In addition to Avid Editor Scott Philbrook, who completed the offline edit, assisted by Christian Pulfer, the Fluid postproduction team included Online Editor David Sullivan; Graphics Artist Alex Frowein; Composer Judson Crane; Sound Designer Fred Szymanski; Executive Producers David Shapiro and Marc Schwartz; Producer Virginia Galvan; and Music Producer Brad Stratton.
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