From print to broadcast.
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Picture Farm Finishes a World Cup Trilogy for ESPN

As part of our triptych of World Cup promotional spots for ESPN, the 3rd and last spot rolled out today covering the fanatical energy and support the USMNT team enjoys. The American Outlaws are a band apart for sure. Toddy rolled out to Columbus, Ohio to help Scott Duncan shoot during the Mexico game that clinched our the USA’s place in the world’s biggest single sporting event. Rodrigo and Toddy (and the whole PF post team, including Isabel on second fiddle, Janne on bass drum, Jonathan on the timbales, Alex on piccolo, Jamie on cornet and Eleanor as conductor!) then edited the living crud out of the beautiful footage.

Massive thanks to the ESPN crew for the creative outbursts, patience and inspiration on all three spots. See the first two spots courtesy of Billboard here.

Sound design on the Outlaws spot provided by our very good friends over at Pull.

Insta reviews are pretty positive. Including a congratulatory tweet from USMNT Head Coach Jürgen Klinsmann…

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And a favorable review from Yahoo News…

Reebok teams up with Carlos Serrao, M&C Saatchi and Picture Farm

In our classic hybrid print/motion style, Picture Farm produced this high-energy campaign for Reebok with director/photographer Carlos Serrao and M&C Saatchi London. Featuring the super human moves of elite athletes Lindsey Venezuela, Hunter McIntyre, Garret Fisher, Tara Stiles and Carrie Tollefson.

 

The sets were elaborate and the athletes formidable. Set Designer George Segal was enlisted to build a wild 12 foot waterfall of mud, replicating the harsh conditions Spartan Elite Racer Hunter McIntyre conquers. Yoga practitioner Tara Stiles, showed off the latest Reebok fashions while blowing our minds with her effortless execution of very advanced poses. Produced by PF’s Arianne Culley and Kaia Foss, this project hit right where Picture Farm shine the brightest – in a world of sports, combining print and motion to make for a solid worldwide campaign.

 

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Anders Overgaard Directs Rosewood Hotel Group for Agency Sacks, Picture Farm Produces & Edits

The fourth installment of our collaboration with Anders Overgaard, Rosewood Hotel Group and Agency Sacks brought us back to New York to rediscover the best secrets of the city. This campaign has also taken us to Abu Dhabi, Mayakoba and Beijing, producing a hybrid print and motion shoot in each city, and finishing up the post here at PF HQ. The New York spot was edited by PF’s Rodrigo Balseca with color by Blase Theodore and creative direction from Agency Sacks’ Gino Carolini and Victor Brody.

Picture Farm Takes Over ESPN FC

The second of our triptych of World Cup promotional campaign made its way onto the ESPN FC web page this morning. Footage provided by the globe-trotting Scott Duncan, the edit provided by Toddy Stewart and Rodrigo Balseca here at the PF Brooklyn HQ. We are super excited to see another one hit the screens. The ESPN Brasil contingent saw this piece and decided it ought to be a cornerstone of their own promotional activities, an honor we take very seriously. For now, view the 8 second spot instantly when you go to ESPN FC and follow our handy guide below to view the full :30 once that pesky eight has finished up…

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See our first installment here.

Picture Farm & Save The Elephants

Picture Farm has been blessed by a consistently organic flow of projects and relationships that somehow slip right into how we feel our business should evolve. Basically, we’d like to use our superpowers for good. Save The Elephant’s Frank Pope and PF’s Ben Freedman go way back. Way back. And over a catch-up cup of Kenyan coffee overlooking the savannah on the heels of Ben’s “Fishing Without Nets” production, the opportunity presented itself for PF to build a creative partnership with a value system of environmental awareness we very much believe in. A few months later and we were dreaming up the first of many upcoming Save The Elephants projects. This one, conceived in New York, shot on site in Kenya and edited back here in Brooklyn, is our first piece for STE, documenting Chinese movie star Li Bing Bing’s recent trip to Africa on behalf of the United Nations Environment Programme.

Many creative and producing hands were involved in this, including the whole PF production & post production team, STE’s Frank Pope and the UN’s Lisa Rolls Hagelberg and Hao Chen. Sound mix by Eric Offen and Firstcom gave a nod on the music. Creative editing and color correction by PF’s Rodrigo Balseca and post supervision by PF’s Eleanor Wilson, Chris Bren and Ben Freedman.

Stay tuned for more Save The Elephants happenings on this channel.

Meet Your Farmer : Composer Patrick Krou

Patrick Krou was a one of those neighborhood characters whose presence confirmed that all was right. An installation at Zebulon, our local watering hole cum day care center, his ever present beanie cap signaled a calm demeanor amidst whatever storm was brewing. Since the closing of Zebulon, he’s spent time between New York and Montreal, making music and preparing for the arrival of his latest project, a baby girl. A musician/composer, he’s also loaned us his talents on a number of projects and is set to do again soon in the very near future. He popped into PF yesterday to say hi mid-journey.

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You are about to head off to Madrid.

I am.

Um, and how long are you going to be in Madrid?

About three months.

What for?

Uhhh, I ammm uhhhh, about to be a father.

Oahhhh, the very first time.

My very first time. Expecting a baby girl in May.

And you’re having the baby in Madrid.

Your, ah, significant other in from Madrid.

She is from Madrid.  Nice. So let’s go down… let’s do a little list of the projects you’ve been involved with this last year.

Ok, well, we did Kansas City…

Kansas City!

Yeah, we did Coach, we did, uh, there’s a few other things that are still pending.

There was the Black Book fashion film

Yes…

And that’s also kind of an ongoing collaboration on the horizon as well, we’ll be working together on that.

Yes and I’m looking forward to that.

That’s a rad collaboration. What else? I know when we were talking about doing the Kansas City thing you were also working on a film.

A short film by Topaz Adizes.

Oh yeah! Topaz! I know Topaz!

You know Topaz?

Oh yeah. He’s a great guy.

Yeah, I’m working on the film called “Boy” which was originally released without a soundtrack, and made a few festivals, but then he wanted to do another release with music and he reached out to me, and it’s still in post production right now.  I think he had to put that on the back burner for a little while to work on other things He went to shoot in Colorado.

Something about cowboys…

Yeah yeah yeah, cowboys on the range. Yeah, so later this year, maybe this summer we’ll revisit “Boy” and see where we’re at.

So what else? What else was going on?

What else… well.. I’ve got another project called Mok Sleeper. It’s an avant-garde electronic project that I do with a friend in L.A. He starts out some ideas and sends me some files, some music files and then I build on those, develop them and send them back to him. So we ricochet back and forth and we’ve got about four tracks finished and we’re working on an EP.

Do those exist anywhere right now?

They do there’s a couple of tracks on Sound Cloud.  It’s Mok Sleeper. We started with a TV On The Radio remix of song form their upcoming album called “Mercy.”

Because you know those guys.

Oh yeah! They’re friends, they’re family…

They’re long time Zebulon…

Long time Zebulon patrons and…

Patrick Krou (speaking to the mic, you) Patrick Krou was the long time manager, sometime music overseer, um, what did you do there, you did a lot of things…

I did, I wore many hats there. I was one of the few managers. I DJ’d, I took care of sound, I was involved in booking, huh, primarily I was bar tending. But you know it was all kind of like, cross-pollinated at some point.

That was one of the real beauties of that place, that it pulled the talents outta everybody.

Yeah. And yeah it’s really sad … the neighborhood lost a big chunk of culture.

And you know, did you hear that Super Core just closed?

Yes! Super Core was the place that I first started going to when I just moved here in 2000. I used to go in the back room and play electronic music with my friends on my laptop, I was still very green at that yet, but we had fun on Sunday afternoons, it was just like “Yeah, Patrick come on down and bring your Mac and just create a beat.” And the owners were so sweet. It’s really sad to see another place go like that.

Yeah, it was kind of like wow. I mean Zebulon was a punch in the belly and the Super Core was like… I just couldn’t believe it.

Yeah. It’s really uh… walking around the neighborhood now… so many things have just come and gone. It’s almost surreal. But what can you do? It’s evolution and you know every neighborhood has its own way of evolving.

As long as you can create the relationships with the people and keep it going… you know it’s the beauty of those relationships is that when the physical thing disperses…

It’s about the people.

The love is still there.

The love is always there.

The relationships are there.

You know, me coming to Picture Farm to say hey it’s just a joyful moment for me. You know? To hug everyone and shake hands.  That never dies.

Nope! Not when it’s real.

And all the friends we made at Zebulon, we can always gather somewhere else and have a few drinks and reminisce and talk about the old days and look forward to the new ones.

Absolutely. Well, thanks very much!

Well thank you!

And bon voyage.

Always a pleasure.

 

Braden King Shoots for BOMB

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Braden King was happy enough to tag along with Alex Zafiris to take photos during a conversation with the filmmaker Godfrey Reggio. Reggio, the visionary behind and betwixt the seminal Qatsi series, is also an avid ringleader in community activism and explorations into the effects of consumerism, fundamentalism and media saturation.

Read the fascinating interview here.

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Olympic Gold: Christopher Griffith, Picture Farm & BP

BP’s support of the United States Olympic Team was captured beautifully for the second time by Photographer/Director Christopher Griffith. Having already directed the hugely successful hybrid shoot for the 2012 Summer Olympics for BP, Christopher was called upon once again to conceive of a single shoot that would create multiple assets, from broadcast spots to print media to online content. The result is the sort of percussive, photographically stunning piece for which CG is so well known.

A stellar PF crew featuring Ben, Arianne, Candice, Rodrigo and Anibal were joined by DP Paul Daley and Jeff Traverso, Kari Steele, David Fowler, KJ Bowen, Ken Shuldman, Don Miller, Maureen Phillips and Karen Rossiter from Ogilvy.

We’ve spent our time in Utah well this past year.

PF & Black Book Create The Emerging Designers Series

BlackBook Magazine‘s Emerging Designers series is an early example of Picture Farm’s creative collaboration with this great publication. PF was invited to join BB co-owners, Evanly Schindler and Jon Bond as a full service creative digital support team in developing and publishing original content. Have a look at Karolyn Pho doing her thing…

Bren Stewart Shoot for Blue Man Group & The Charles Playhouse

 

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The Charles Playhouse in Boston, has been renovated to celebrate its 175th anniversary this year. 175 years of history including being among other things, the first synagogue in Boston, a speakeasy, a cabaret and the longest surviving theater in the nation offering distinctly American theater. Picture Farm directors Todd Stewart and Chris Bren were asked to capture the spirit of this historic site in its current iteration, as the 18 year home of the Blue Man Group. Over twenty photographs are now on display throughout the theater as part of the “permanent” installation. Bill Swartz of BMG curated the work.

 

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Press buzzing about ESPN World Cup 2014 spot

Picture Farm’s Todd Stewart teamed up with ESPN and Scott Duncan to create this goosebump-inducing spot for ESPN and the internet is raving about it -

“ESPN’s first 2014 World Cup commercial is hot fire” - sbnation.com

“If you’re not a soccer fan right now, you WILL be by the end of this two minute video!” – perezhilton.com

“The nearly two-minute spot will give soccer fans goose bumps” – mashable.com

“This ESPN World Cup commercial will put a smile on your face” – thenational.ae

“Beautifully Edited” - theoriginalwinger.com 

 

Carlos Serrao and Tim Barber shoot Nike, PF Produces

Picture Farm had the pleasure of producing a shoot for Nike with the incredibly talented Carlos Serrao and Tim Barber. And we got to hang with ‘Melo for the day.

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Gaungzhou Ivory Crush

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We are excited to pass along that Save The Elephants announced via their Facebook page that the Chinese government is destroying over 6 tons of confiscated ivory today in a very public event. The star power of Yao Ming and Li Bing Bing is in attendance to back up a nascent cultural movement against the ivory trade.

“Today’s ivory crush is a significant step in raising public awareness and will hopefully lead to similar events throughout China,” said Yao Ming, who, alongside The Duke of Cambridge and David Beckham, will appear in a public service message to be broadcast by China’s leading television stations beginning this month.

China’s rapid economic development continues to build a burgeoning middle class that can afford—and is demanding in greater quantities— endangered wildlife products, such as ivory. The current demand for ivory is estimated to claim the lives of as many as 35,000 African elephants annually.

Save The Elephants and Picture Farm are working together to document the difficult work happening in Kenya to give the elephant population safe haven and get the word out about the environmental degradation. We recently filmed Li Bing Bing’s trip to the Save The Elephants sanctuary where she witnessed both the majesty and the butchery.

Meet Your Farmer : Jonathan Franco (aka ¡Franco!)

Jonathan Franco came to us initially as a young, bright-eyed Summer intern, blossoming quickly into a young, bright-eyed Autumnal apprentice editor.  He is now making his way through the vagueries of being a slightly older, cynical assistant editor, having put the time in on projects for ESPN, Save The Elephants, Major League Soccer and many more. We recently caught up with our current favorite Floridian employee as he wrestled with the subtle emotional nuances of a BMW edit.

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Jonathan?

Yes.

Where’d you grew up?

I grew up in West Palm Beach Florida.

Yeah?

Yeah.

(Nervous laughing mixed with non-nervous laughing)

What did you do there in West Palm Beach?

Um… I … was a kid and…

What were your main, kind of, hobbies? What did you like to do the most when you were a kid?

Um… honestly? I mean, besides making movies with my friends, I liked to skateboard, I did that fora  while, um… (clears his throat) and then, yeah, it was that, making movies, um, going to the movies, going to the beach, that was fun, skimboarding was fun, um…

Do you still skateboard?

On occasion, I’ve actually been thinking about getting back into it. I had to stop for a while cus I got the point where I thought to get any better I’d have to be not afraid of…

Hurting yourself.

Yeah.

(Laughing)

But I wanna get back into it.

And you would skimboard when you went to the beach.

Uh-huh.

Would you play frisbee?

You know, I never did play frisbee.

What’s it like growing up in West Palm Beach?

It’s interesting. It’s beach town so you get into…

Trouble

Trouble, yeah you get into a lot of trouble. But it’s cool. It’s really chill, it’s fun. A lot of old people.

So you grew up there, were you born in Florida?

No, actually I was born in Miami.

Well, that’s Florida.

(Awkward silence followed by laughter.)

Yeah, I was born in Florida.

Are your parents from Florida as well?

No, my dad’s from Peru, my mom’s form Columbia.

No kidding.  Do you speak Spanish?

For the most part.  Rod’s helping me (PF Editor Rodrigo Balseca)

What do you mean for the most part Rod’s helping you? What does that mean? (In an accusatory voice.)

Ah, I can understand it completely, I just can’t, you know…

Verbalize it.

Yeah, speak it as well.

So, ah, you’re really into films, you were really into filmmaking at an early age?

Yeah, pretty much.

I remember my mom at one family event, she wouldn’t let me use the camera and I was very stubborn just because she didn’t want to let me use the camera, I wanted to use it. So eventually she let me and I started using it, and I thought “wow, this is kind of cool, I like this.”

So really you got into filmmaking because someone wouldn’t let you?

Exactly. And it was shortly after that that I got into skateboarding and all my friends are making skate videos…

Skateboarding seems to be quite the gateway drug for filmmaking.

It really is. Yeah.

Do you have all the short films you ever made somewhere?

Yeah.  A lot of them are on Youtube.

Really?  (Excited tone)

A lot of embarrassing ones. You know, a lot of high school videos.

Well yeah but that’s just part of becoming a filmmaker. So they’re on Youtube!

They’re on Youtube.

Under Jonathan Franco.

Jonfranco, specifically.

(Laughing, giggling, unsure giggling, nervouse laughing)

So when’d you move to New York?

July 2nd.

Of… 2013. Right, then you started working at Picture Farm.

Then I started working at Picture Farm.

Not too long after that!

No too long.  I’d say, maybe three weeks?

Gosh, you’ve been here for a while.

I’ve been here for a little while.

I’d forgotten how long you’ve been here.

I realize that once a month.

How is it?

I love it.  I love it.

Are you learning all the things you need to learn about filmmaking and stuff?

Oh yeah. Yeah.

Do you have any films you’re thinking about making right now?  Something you’ve written or one you’re planning…

Well I started thinking of one, I’ve brainstormed, I’ve had a bunch of random, sporadic ideas, but I had one literally this past weekend, that I think I may try to pursue. Um, I’ve recently fascinated by the idea of mind uploading. There’s a weird sci-fi nerd inside of me… but, I guess we’re on the cusp of really making advances on being able to replicate consciousness, kind of, technologically, so the implication that we could put it in any body we’d create. My mind started racing about it and all the crazy implications, so I want to write a short film about it.

Is there a website or an article we can reference regarding that topic?

Yeah! There’s actually a movie coming out with Johnny Depp about it.

Really. Do you know what that’s called?

Trannnn…ascendence … I think…

Huh. Brains.

Brains.

Brains!  Thank you Jonathan.

Thank you.

Picture Farm for ESPN World Cup 2014 Coverage

Picture Farm Production’s Todd Stewart worked with ESPN and Scott Duncan’s Other Films to make a series of hybrid archival/documentary spots for ESPN’s initial World Cup 2014 promotional campaign.

We trolled the archives of our football-fanatical brains, and paired some of our favorite moments from history with Scott’s gorgeous documentary footage to make the high energy promo spots.

Check out the inside scoop on Agency Spy!