SOURCE: Fischer Edit/FX

June 20, 2008 13:09 ET

Fischer Edit Posts Washington Lottery's "Birds" TV Commercial

MINNEAPOLIS, MN--(Marketwire - June 20, 2008) - What do a penguin, chicken and emu have in common? They're all flightless birds who share the screen in Washington Lottery's latest TV spot "Birds," voted #1 last week on Adcritic. The ad shows how winning the lottery can offer people a chance to do something they never thought possible -- that could change their outlook on the world.

Seattle's Publicis West was hired to bring the spot to life. They enlisted Sticks+Stones Studios to shoot and went to Fischer Edit and FischerFX in Minneapolis for post-production. Editor Lindy Wilson with visual effects supervisor and Flame artist Jake Parker had to create the feel and believability of these birds taking flight across a grassy hillside. Wilson was able to tap into her past experience with private flight lessons to help create the airy feeling present in the spot. "It's such a rush," Wilson says of both her piloting lessons and the hang-gliders floating above the hillside.

Most of the flying birds were shot as practical elements, suspended from the hang-glider pilots' harnesses. For the bird's safety, those gliders were suspended just a few feet from the ground and lensed from a low camera angle to create the illusion that they were flying high in the sky. The emu and several gliders were shot against a green screen and white screen, then composited together to provide the illusion of the emu taking flight.

The television commercial is quite an atypical direction for a state lottery to go, away from brazen consumption and excess. Focusing on the birds' journeys allows viewers to consider what they might do for others. Wilson describes how the images tie it together, "The beauty shots bring it value while the documentary-style shots bring it honesty."

View the spot on Fischer Edit/FX's Blog: http://www.fischeredit.com/blog/?p=21

Lindy Wilson (Editor/Fischer Edit) and Jake Parker (Visual Effects Supervisor & Flame Artist/Fischer FX) are available for interviews regarding their work on Washington Lottery's "Birds" advertising campaign.

News:

Adcritic: http://creativity-online.com/work/view?seed=90f30d3c

Digital Arts magazine (UK): http://www.digitalartsonline.co.uk/news/index.cfm?NewsID=10555

Marketing Magazine (Canada): http://www.marketingmag.ca/english/creative/internationalcampaign/article.jsp?content=20080603_132600_1228

Best Ads on TV: http://bestadsontv.com/ad_details.php?id=14302

Contact Information

  • Contact:
    Fischer Edit/FX, Minneapolis
    Creative Editorial, Visual Effects & Finishing for the Advertising, Film &
    Television Industries
    Natalie Kane
    Tel: 612-332-4914
    Email: Email Contact
    Web: http://www.fischeredit.com