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Case Study: PDF Compilation of Press Coverage Secured For

McDonald’s Commercial - ’Good Things’ (Partial)

Sherri Golden Director of Strategic Marketing + Public Relations SJ Golden Associates, Inc. 300 East 34th Street, Suite 26C New York, NY 10016 P: 212.683.1777 sherri@sjgoldenpr.com

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HOME DISTRIBUTION & EXHIBITION PRODUCTION & POST-PRODUCTION CONTACTUS

Ackerman, Pytka team up on Good Things

Fri, 03/06/2015 - 12:13 -- Nick Dager

The Colonie editor, Bob Ackerman, and renowned director,

Joe Pytka, recently paired up to create a dramatic spot for

McDonald’s, out of Burrell Communications. Driven by

realistic, gritty, cinematic style footage, the :60 commercial,

entitled, Good Things, tells the story of a group of African-

American teenagers hanging out on dark inner city streets.

At first glance it seems that they might have some

questionable plans for the evening. However, the story arc

soon reveals the group to be a force of optimism, hope and

the shared spirit at the heart of their community.

“Visual storytelling can be a difficult balance between creating a cohesive story, and withholding information to create a

compelling arc. I always try to find an intriguing way to open a spot, and then build from there,” says Ackerman. “Pytka

never fails to provide an editor with a multitude of options and this spot was no exception.”

Burrell Communications tapped the full range of The Colonie’s editorial, visual FX and finishing services for the

commercial, enabling their team to provide the kind of efficient, seamless workflow needed for a quick turnaround.

Footage was received on Tuesday, Wednesday and Thursday, and by midday Thursday Ackerman had a cut ready for

the agency, and presented it to the client on Friday.

Tom Dernulc, the head The Colonie’s VFX department, created a number of visual elements that were integral to

strengthening a few of the key points in the narrative. There were no intermediary shots of the final mural as it was being

painted, so Dernulc supplemented the footage, filling in the art work on a couple of shots, and recreating the skyline, so

the mural could be shown in various stages of completion to create a more impactful final reveal.

Cut to Marvin Gaye’s iconic song, Inner City Blues, the

commercial follows the young people through desolate

streets, past a wall with graffiti that reads, No Future. The

group meets up and begins hatching a plan. Then, with

spray cans in hand, they disperse, leaving the viewer to

assume that they’ll be venting frustration and negative

feelings with graffiti throughout the neighborhood.

The scenario takes an unexpected turn when the teenagers

begin to paint uplifting words – like joy, hope, and dreams –

transforming building facades and dumpsters into artful canvases with positive messages. The group of young men put

the finishing touches on a large mural of the city skyline with the word love above it. As they admire their work a friend

arrives with breakfast from McDonald’s – and sharing the meal becomes part of the celebration of their achievement.

The commercial closes as daybreak comes, bathing the city in golden light as a father and son happen upon the mural.

They smile, appreciating what these young people have created. The boy’s face appears in the center of a heart, and we

see the McDonald’s arches in rainbow colors above the tag, I’m Lovin’ It, and a link to 365.black, a McDonald’s website

hosting the Youth Awards, which was established to recognize black teens who make a difference within their

communities through vision, compassion and diligence.

“The storytelling of the edit, along with the powerful

soundtrack of the Marvin classic, we knew we had

something special. Another amazing fact is we hardly made

any changes from Bob's initial cut. That says it all,” says

Lewis Williams, CCO of Burrell Communications. "I have to

applaud our client for allowing us to produce such an

authentic idea. On reviewing the cut for the first time it

brought me and the team to tears.”

Ackerman, who collaborated closely with Williams and the

agency’s creative team, noted, “Lewis is a veteran ad man, who understands the value of a story. It’s one of the things

that elevates this type of work and it is a privilege to be part of that.”

“The Burrell team is always generous with its trust, and the relationship we have built over the past couple years has led

to some outstanding work… especially for my reel,” says The Colonie editor and partner.

Credits:

Product: McDonald’s

Title: Good Things :60

Type of Project: National Broadcast Spot

Agency/Client: Burrell Communications / Chicago

CCO: Lewis Williams

Producer: Debra Dale

GCD: Rebecca Williams

CD/Write: Lisa Mconnell

ACD/Art Director: Winston Chueng

Production Company: Pytka Commercial Production Company / Los Angeles

Director: Joe Pytka

DP: Joe Pytka

Producer: Gretchen Siss

Editorial Company: The Colonie / Chicago

Creative Editor: Bob Ackerman

Finishing: Tom Dernulc

Executive Producer: Mary Caddy

Visual FX/Animation Company: The Colonie / Chicago

Color Correction: Filmworkers Club / Chicago

Color Grader: Michael Mazur

Audio + Sound Company: Mix Kitchen /Chicago

Mixer: Sam Fishkin

Music Licensing Track: Inner City Blues

Performed by: Marvin Gaye

The Colonie www.TheColonie.com

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The Colonie Editor Bob Ackerman Cuts Pytka’s New McDonald’s SpotVIEW EDIT

11 February, 2015 - 05:12

The Colonie editor, Bob Ackerman, and renowned director, Joe Pytka, recently paired up to create a dramatic spot forMcDonald’s, out of Burrell Communications. Driven by realistic, gritty, cinematic style footage, the :60 commercial,entitled, ‘Good Things,’ tells the story of a group of African-American teenagers hanging out on dark inner city streets. Atfirst glance it seems that they might have some questionable plans for the evening - However, the story arc soon reveals thegroup to be a force of optimism, hope and the shared spirit at the heart of their community.

“Visual storytelling can be a difficult balance between creating a cohesive story, and withholding information to create acompelling arc. I always try to find an intriguing way to open a spot, and then build from there,” says Ackerman. “Pytkanever fails to provide an editor with a multitude of options - and this spot was no exception.”

Burrell Communications tapped the full range of The Colonie’s editorial, visual FX and finishing services for thecommercial, enabling their team to provide the kind of efficient, seamless workflow needed for a quick turnaround.Footage was received on Tuesday, Wednesday and Thursday, and by midday Thursday Ackerman had a cut ready for theagency, and presented it to the client on Friday.

Tom Dernulc, the head The Colonie’s VFX department, created a number of visual elements that were integral tostrengthening a few of the key points in the narrative. There were no intermediary shots of the final mural as it was beingpainted, so Dernulc supplemented the footage, ‘filling in’ the art work on a ciouple of shots, and recreating the skyline, sothe mural could be shown in various stages of completion to create a more impactful final reveal.

Cut to Marvin Gaye’s iconic song, ‘Inner City Blues,’ the commercial follows the young people through desolate streets,past a wall with graffiti that reads, ‘no future.’ The group meets up and begins hatching a plan. Then, with spray cans in

FilmContact.com Sherri Golden Insider Member Find Film Jobs 7474 Film Directory

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hand, they disperse, leaving the viewer to assume that they’ll be venting frustration and negative feelings with graffitithroughout the neighborhood.

The scenario takes an unexpected turn when the teenagers begin to paint uplifting words - like ‘joy,’ ‘hope,’ and ‘dreams,’transforming building facades and dumpsters into artful canvases with positive messages. The group of young men put thefinishing touches on a large mural of the city skyline with the word “love” above it. As they admire their work a friendarrives with breakfast from McDonald’s – and sharing the meal becomes part of the celebration of their achievement.

The commercial closes as daybreak comes, bathing the city in golden light as a father and son happen upon the mural.They smile, appreciating what these young people have created. The boy’s face appears in the center of a heart, and we seethe McDonald’s arches in rainbow colors above the tag, ‘I’m Lovin’ It,’ and a link to 365.black, a McDonald’s websitehosting the Youth Awards, which was established to recognize black teens who make a difference within their communitiesthrough vision, compassion and diligence.

“The storytelling of the edit, along with the powerful soundtrack of the Marvin classic, we knew we had something special.Another amazing fact is we hardly made any changes from Bob's initial cut. That says it all,” says Lewis Williams, CCO ofBurrell Communications. "I have to applaud our client for allowing us to produce such an authentic idea. On reviewing thecut for the first time it brought me and the team to tears.”

Ackerman, who collaborated closely with Williams and the agency’s creative team, noted, “Lewis is a veteran ad man, whounderstands the value of a story. It’s one of the things that elevates this type of work and it is a privilege to be part of that.”

“The Burrell team is always generous with its trust, and the relationship we have built over the past couple years has led tosome outstanding work… especially for my reel!” continues The Colonie editor and partner.

About The Colonie:The Colonie is an award winning Chicago-based creative editorial, motion design, visual FX and finishing boutique with aseamless, full-service approach to creating spots and cross-platform content that engage, entertain, inform and moveaudiences.

Our multi-disciplined collective of creative, technically skilled storytellers work as a creative partner with clients,following a shared vision - from rough-cut through completion – and consistently delivering a final product that exceedsexpectations. A wide range of national and global clients, such as Nintendo, McDonald’s, Pepisco and Bayer, rely upon ouraccomplished team of talent to consistently deliver compelling creative content that elevates the viewer’s experience andconnects them to brands.For more information about The Colonie and its services, visit www.TheColonie.com, or contact executive producer MarryCaddy at 312-225-1234, or Sonia Blum or Hillary Herbst at Hilly Reps, 312.944.1100.

CREDITS:

Product: McDonald’sTitle: “Good Things” :60

Type of Project: National Broadcast Spot

AGENCY/CLIENT: Burrell Communications / ChicagoCCO: Lewis WilliamsProducer: Debra DaleGCD: Rebecca WilliamsCD/Write: Lisa MconnellACD/Art Director: Winston Chueng

PRODUCTION COMPANY: Pytka Commercial Production Company / Los AngelesDirector: Joe PytkaDP: Joe PytkaProducer: Gretchen Siss

EDITORIAL COMPANY: The Colonie / ChicagoCreative Editor: Bob AckermanFinishing: Tom DernulcExecutive Producer: Mary Caddy

VISUAL FX/ANIMATION Company: The Colonie / Chicago

COLOR CORRECTION: Filmworkers Club / ChicagoColor Grader: Michael Mazur

AUDIO + SOUND DESIGN COMPANY: Mix KitchenMixer: Sam Fishkin

MUSIC LICENSING: Track: ‘Inner City Blues’Performed by: Marvin Gaye

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TV ad: McDonald's: 'Good Things / McDonalds' !

TweetTweet 0 Recommend this on Google

The Colonie editor, Bob Ackerman, and renowned director, Joe Pytka, recently paired up to create a dramatic spot

for McDonald's, out of Burrell Communications. Driven by realistic, gritty, cinematic style footage, the :60

commercial, entitled, 'Good Things,' tells the story of a group of African-American teenagers hanging out on dark

inner city streets.

Category: Restaurants & fast food

Agency: Burrell Communications

Group Creative Director: Rebecca Williams

Art Director: Winston Chueng

Executive Producer: Mary Caddy

Visual Effects: Tom Dernulc

Editing Company: The Colonie/Chicago

Agency Producer: Debra Dale

Editor: Bob Ackerman

Other credits: Agency CCO: Lewis Williams Color Correction: Filmworkers Club/Chicago Audio Company: Mix

Kitchen/Chicago Mixer: Sam Fishkin

SEE ALSO

Best ads: TV, Print, Outdoor, Interactive, Radio Best ads: TV, Print, Outdoor, Interactive, Radio Subscribe"

# 2015-03-12 $ %0LikeLike ShareShare

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TV ad: McDonald's: 'Good Things / McDonalds' !

TweetTweet 0 Recommend this on Google

The Colonie editor, Bob Ackerman, and renowned director, Joe Pytka, recently paired up to create a dramatic spot

for McDonald's, out of Burrell Communications. Driven by realistic, gritty, cinematic style footage, the :60

commercial, entitled, 'Good Things,' tells the story of a group of African-American teenagers hanging out on dark

inner city streets.

Category: Restaurants & fast food

Agency: Burrell Communications

Group Creative Director: Rebecca Williams

Art Director: Winston Chueng

Executive Producer: Mary Caddy

Visual Effects: Tom Dernulc

Editing Company: The Colonie/Chicago

Agency Producer: Debra Dale

Editor: Bob Ackerman

Other credits: Agency CCO: Lewis Williams Color Correction: Filmworkers Club/Chicago Audio Company: Mix

Kitchen/Chicago Mixer: Sam Fishkin

SEE ALSO

Best ads: TV, Print, Outdoor, Interactive, Radio Best ads: TV, Print, Outdoor, Interactive, Radio Subscribe"

# 2015-03-12 $ %0LikeLike ShareShare

NewsCentral

11,745 people like NewsCentral.

Facebook social plugin

LikeLike

Join for free to discover more150,000 PUBLISHERS | 1,500,000 DAILY NEWS

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Production Company: Brand New SchoolCreative Director: Robert BisiDesigners: Waka Ichinose, Sakona Kong, Mara Smalley,Brandon MintonCG Leads, Technical Directors: Robin Kim, AdamNewman3D Animation: Robin Kim, Hao Cui, Ian Mankowski, KimIm, Leo Juarez3D Modeling, Rigging: Robin Kim, Hao Cui, IanMankowski, Kim Im, Gabriela, Gorostieta, Leo Juarez3D Lighting: Adam Newman, Hao Cui3D Particles, VFX: Eric Rosenthal, Thomas Briggs, IanMankowskiStoryboard Artists: Max Forward, Tristyn PeaseCompositors: Adam Newman, Scott Uyeshima, MaithyTranEditor: Sean U’renExecutive Producer: Paul AbatemarcoProducer: Beth Vogt, Amy Russo

Music, Sound Design: Circle of SoundExecutive Producer: Guillermo de la Barreda

Mix: Lime Studios

03/08/15--07:33: McDonald’sDelivers A Compelling Cinematic-Style Story In Latest Ad by Burrell Communications

The Colonie editor, Bob Ackerman, and renowneddirector, Joe Pytka, recently paired up to create adramatic spot for McDonald’s, out of BurrellCommunications. Driven by realistic, gritty, cinematicstyle footage, the :60 commercial, entitled, ‘GoodThings,’ tells the story of a group of African-Americanteenagers hanging out on dark inner city streets. At firstglance it seems that they might have some questionableplans for the evening - However, the story arc soonreveals the group to be a force of optimism, hope and

the shared spirit at the heart of their community.

“Visual storytelling can be a difficult balance betweencreating a cohesive story, and withholding information tocreate a compelling arc. I always try to find an intriguingway to open a spot, and then build from there,” saysAckerman. “Pytka never fails to provide an editor with amultitude of options - and this spot was no exception.”

Burrell Communications tapped the full range of TheColonie’s editorial, visual FX and finishing services forthe commercial, enabling their team to provide the kindof efficient, seamless workflow needed for a quickturnaround. Footage was received on Tuesday,Wednesday and Thursday, and by midday ThursdayAckerman had a cut ready for the agency, and presentedit to the client on Friday.

Tom Dernulc, the head The Colonie’s VFX department,created a number of visual elements that were integralto strengthening a few of the key points in the narrative.There were no intermediary shots of the final mural as itwas being painted, so Dernulc supplemented thefootage, ‘filling in’ the art work on a couple of shots, andrecreating the skyline, so the mural could be shown invarious stages of completion to create a more impactfulfinal reveal.

Cut to Marvin Gaye’s iconic song, ‘Inner City Blues,’ thecommercial follows the young people through desolatestreets, past a wall with graffiti that reads, ‘no future.’The group meets up and begins hatching a plan. Then,with spray cans in hand, they disperse, leaving theviewer to assume that they’ll be venting frustration andnegative feelings with graffiti throughout theneighborhood.

The scenario takes an unexpected turn when theteenagers begin to paint uplifting words - like ‘joy,’‘hope,’ and ‘dreams,’ transforming building facades anddumpsters into artful canvases with positive messages.The group of young men put the finishing touches on alarge mural of the city skyline with the word “love”above it. As they admire their work a friend arrives withbreakfast from McDonald’s – and sharing the mealbecomes part of the celebration of their achievement.

The commercial closes as daybreak comes, bathing thecity in golden light as a father and son happen upon themural. They smile, appreciating what these young

people have created. The boy’s face appears in thecenter of a heart, and we see the McDonald’s arches inrainbow colors above the tag, ‘I’m Lovin’ It,’ and a linkto 365.black, a McDonald’s website hosting the YouthAwards, which was established to recognize black teenswho make a difference within their communities throughvision, compassion and diligence.

“The storytelling of the edit, along with the powerfulsoundtrack of the Marvin classic, we knew we hadsomething special. Another amazing fact is we hardlymade any changes from Bob's initial cut. That says itall,” says Lewis Williams, CCO of BurrellCommunications. "I have to applaud our client forallowing us to produce such an authentic idea. Onreviewing the cut for the first time it brought me and theteam to tears.”

Ackerman, who collaborated closely with Williams andthe agency’s creative team, noted, “Lewis is a veteranad man, who understands the value of a story. It’s oneof the things that elevates this type of work and it is aprivilege to be part of that.”

CREDITS: Product: McDonald’sTitle: “Good Things” :60 Type of Project: National Broadcast Spot

AGENCY/CLIENT: Burrell Communications / ChicagoCCO: Lewis WilliamsProducer: Debra DaleGCD: Rebecca WilliamsCD/Write: Lisa Mconnell ACD/Art Director: Winston Chueng

PRODUCTION COMPANY: Pytka Commercial ProductionCompany / Los Angeles Director: Joe PytkaDP: Joe PytkaProducer: Gretchen Siss

EDITORIAL COMPANY: The Colonie / ChicagoCreative Editor: Bob Ackerman Finishing: Tom DernulcExecutive Producer: Mary Caddy

VISUAL FX/ANIMATION Company: The Colonie / ChicagoCOLOR CORRECTION: Filmworkers Club / ChicagoColor Grader: Michael Mazur

according to Chris Preston Creative Director at PrestonKelly, "Or worse, a sea of smiling doctors andpreternaturally happy patients. We wanted to do workthat reflected the authenticity of the relationshipsGundersen Health has with the regular Midwesternpeople it serves--and we needed a director who couldportray the touching reality of care, without the usualsaccharine the category is known for."

“When it was first presented, I was struck by thefearlessness of the creative and the originality ofperspective,” says atkins. “I was drawn to the rawnessof the moments and the sense of care demonstrated inthese retold stories.”

Throughout the process, atkins and the agency creativeteam enjoyed a close collaboration and a shared a visionfor how the stories would unfold. For “Baby,” whichfeatures a real baby born at Gundersen, atkins and theagency team sought actors whose voices could cometogether in a quiet performance of Bob Marley’s “ThreeLittle Birds” rather than a bombastic, Broadway delivery.In “Therapy Dog,” shot in part from the dog’s POV, thestarring canine is an actual healing hound.

Director atkins, who is known for extensively pre-visualizing her projects, says she was able to satisfy herlocation wish list at the hospital, thanks in part to theinstitution’s interior designer who was on hand duringthe shoot. This added a layer of authenticity throughoutincluding the ability to create the illusion of an outdoorfamily adventure that unfolds to reveal a hospital roomin “Camping”.

Credits:Client: Gundersen Health SystemTitles: “Baby,” “Therapy Dog,” “Camping”

Ad Agency: Preston Kelly Creative Director: Chris PrestonCopywriter: Charlie TournatArt Director: Anne TaylorProducer: Anne Swarts