Butcher Editorial “Daybreak 2012”

 

Today marks the final chapter in the riveting transmedia web series Daybreak 2012. Presented by AT&T, the innovative experience was created by BBDO and Tim Kring (Heroes, Touch, Conspiracy for Good), and brought to life by a creative team that includes RSA and Butcher editorial. 

 

The project is a unique expression of brand-integrated entertainment, involving a seamless marriage of episodic content, technology, advertising and powerful online and app-based engagement. The action packed series, directed by Jon Cassar (24), involves a global conspiracy where technology and the dodecahedron symbol are keys to unlocking humanity’s future. 

 

“As models change, there are compelling opportunities for brands in the entertainment space,” notes BBDO Creative Director David Carter, whose work with Butcher co-founders David Henegar and Rob Van goes back to the groundbreaking BMW Films campaign. “However, given the massive competition for eyeballs in all media, brand elements need to be seamlessly integrated with narrative to really engage viewers. I’m really proud of what we created with Daybreak 2012.”

 

BBDO New York developed the concept for AT&T and then teamed with television producer and master storyteller Tim Kring and director Jon Cassar for the online series. BBDO then tapped Butcher editorial as a trusted partner in the edit and post process based on previous collaborations with the agency on complex, groundbreaking brand engagements for HBO and others. Under the direction of EP/Partner Rob Van and Editor/Partner David Henegar, Butcher oversaw creative editorial and post on the five-part series, working hand in hand with the television and advertising based content partners. David Henegar and freelance television editor Ray Daniels were lead editors who harnessed combined vast experience in both television and advertising to shape the episodic thriller. The expansive project involved the entire Butcher team in a highly orchestrated six-week collaboration that included final finish. In addition to the offline, Butcher's Smoke artist Zac Dych finished over 50 minutes of content that included VFX, final conform, and all the online deliverables to the various media outlets. 

 

The episodic series is featured on the Daybreak2012 website which encourages visitors to explore the technology featured in the story, enter to win an HTC One X, and further explore the interactive story by downloading a custom Jack Boxer game app. 

 

“BBDO NY is about innovation on the highest level, with a willingness to push boundaries with inspired ideas,” comments Butcher’s Dave Henegar. “To depart from the :30 spot, tell a complete story and be entertained while still in the brand space – that’s all part of Daybreak 2012. Being a part of the process has been creatively rewarding and exciting to everyone at Butcher.”

 

In 2012, Butcher moved to an expanded studio, adding VFX and finishing to complement its creative editorial roster David Henegar, Teddy Gersten, Gordon Carey, Keith Salmon, and Chris Scheer. The company’s most recent projects include commercials for Acura, Starbucks, BING, Intuit, Schlage, and Suzuki. 

 

Concept: BBDO

Series Producers: Tim Kring & Jules Daly

Screenplay By Raven Metzner

 

Agency: BBDO NY

Chairman & CCO: Dave Lubars

Executive Creative Director: Greg Hahn

Senior Creative Director: David Carter

Senior Creative Director/Copy Writer: Adam Reeves

Creative Director/Art Director: Danilo Boer

Executive Producer of Content & Development: Julian Katz

Executive Producer of Content & Development: Nicholas Gaul

Interactive Executive Producer: Clemens Brandt

Interactive Executive Producer: Joe Croson

Associate Executive Producer: Emily Cohen

 

Production Company: RSA Films

Director: Jon Cassar

EPs: Jules Daly, Tracie Norfleet, Dom Dunlap

Producer: Dylan Massin

Producer, 2nd Unit: Jan Wieringa

Director of Photography: Curtis Wehr

 

Editorial/VFX/Post: BUTCHER editorial

Editors: Dave Henegar, Ray Daniels, Teddy Gersten, & Chris Scheer

Assistant Editors: Kelly Hanson and Dustin LaForce

Smoke Artist: Zac Dych

EP: Rob Van

Post Supervisor: Chris Ott

Producer: Christina Neferis

 

Interactive Production Company: North Kingdom, Stockholm

Creative Director: Marcus Ivarsson

Producer: Mia Berggren

 

VFX/Titles: Zoic Studios

Executive Producer: Gina Fiore & Eric McCasline

Creative Director: Simon Mowbray

Producers: Jennie Burnett & Cally Morton

Art Director: Tony Meister

 

Colorist: Clark Mueller, Incendio