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Butcher Editorial “Daybreak 2012”


Final Episode Of Compelling Online Engagement

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
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