Category: Clothing & footwear
Brand: Belk
Agency: Coin-Operated Films
Country: United States of America
Matt Egan has directed Nashville star Hayden Panettiere in a new ad for Belk that is part of the fashion brandâs âModern. Southern. Music.â campaign. Filmworkers provided post production services for the glamorous commercial, produced by Coin-Operated Films, which captures the actress arriving on location at the newly-renovated Country Music Hall of Fame for an evening shoot.
The spot evokes the Southern lifestyle and Nashvilleâs connection to country music, new and old, with plenty of panache. Egan took advantage of the ebullient architecture that has recently sprung up in the cityâs downtown, including the sprawling Music City Center, to create spectacular nighttime vistas. âWe wanted to capitalize on Haydenâs star power through a day-in-the-life story that has a dreamlike feel,â says Egan.
The dreamlike quality is accentuated by the fluid cinematography of DP Vance Burberry, subtle slow motion effects (that draw attention to elements of Panettiereâs wardrobe), a pulsating editorial rhythm and an upbeat score. A heart-shaped graphic recurs throughout the spot to underscore Panettiereâs love for the Belk brand.
Egan relished the opportunity to direct Panettiere, who recently earned a Golden Globe nomination for her role in Nashville. âSheâs a total pro and a great collaborator,â he says. âThe camera loves her; the hardest part of the job was deciding which were our favorite takes.â
Egan supervised editorial, performed by Coin-Operated Filmsâ Charles Newberry, and final post work completed at Filmworkers. Senior Colorist Fred Keller used a Baselight color grading system to polish the final look. âFor Belk, we like to pump the color and create a warm feel with rich skin tones,â explains Keller. âThe images in this spot are especially deep and dramatic, and we emphasized that with lots of contrast. When Hayden walks out on stage, it really pops.â
Category: Clothing & footwear
Client: Belk
Agency: Coin-Operated Films
Production: Coin-Operated Films
Country: United States of America
Director: Matt Egan
AGENCY/
PRODUCTION: Coin Operated Films. Matt Egan, Director (Filmworkers); Jon Singer, Executive Producer; Vance Burberry, Director of Photography.
EDITORIAL: Coin Operated Films. Charles Newberry
POST: Filmworkers. Fred Keller, Colorist; Justin Winkler, Finishing Editor; Todd Freese, Post Production Supervisor; Lisa Long, Executive Producer; Derek de Board, Senior Producer.