Prodigy and Postmodern Cook Up Visual Feast for StarHub

Prodigy Films continues its association with StarHub, with the production of 3x30 second vision-mixed TVCs for the Singaporean info-communications company.
In association with Batey Singapore, Prodigy directed and produced the TVCs for the Family, Youth and Business audiences with Postmodern Sydney handling all post-production.
The technically complex TVCs convey StarHub's new "hubbing" concept, with the tagline "Things happen when you hub," aiming to explain how a multi-platform service provider can benefit the consumer. The TVC introduces StarHub's new integrated range of communications, entertainment, information services, including mobile, MMS, cable TV, cable broadband and a variety of wireless services.

The TVCs feature four cells, which constantly move, slide and switch throughout the duration of the commercial. What makes the TVC different is this: like an Identi-Kit, the lower cells constantly shift to match the upper body halves of the on-screen talents to depict the flexibility of StarHub's technology - one moment his lower half is holding a phone, next moment his lower half is typing on a notebook.
Postmodern digital artist Corey Brown says, "The TVCs look deceptively simple but are in fact very complex in their development and execution. We were required to write expressions on inferno in order to give the client flexibility to change how they wanted each cell to move and interact. The result in many ways was combining four TVC's into one, making it quite a challenge!"

"The TVCs were meant to be fun to watch. The execution in this case was the idea, the timing was critical and the unique vision mixing process that Prodigy relied on to match the upper and lower body halves of the talents during filming was quite impressive," says Xavier Kiat, one of the creatives behind the concept.
Prodigy's association with StarHub illustrates its growing client base in the Asian region, with Sharon Calenthral heading up the Singapore office. Despite current global events such as the SARS outbreak, Calenthral sees the Asian region as still a lucrative and exciting market, with much potential for Australian directors and facilitation services.
Prodigy has recently shot in the likes of Indonesia, Malaysia, Vietnam, Thailand and China on a wide variety of brands, some of which include, Coca Cola, SingTel, Ikea and MasterCard.

Credits

• Agency: Batey, Singapore Creative
• Director: Mark Fong
• Head of Copy: Xavier Kiat
• Art Director: Sharon Chan
• Agency Producer: Irene Gan

Prod. Company

• Director: Adrian Van de Velde
• Producers: Michael Robertson/Sharon Calenthral
• Post Production: Postmodern Sydney

www.prodigyfilms.com

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