East Pleasant Documents Chevrolet’s Green Mission

The word "Chevrolet" can instantly conjure images of beastly trucks slamming through the mud, high-powered sports cars speeding into the horizon, or titanic SUVs carting the family around town. But after a series of mini promos documenting the automobile legend's massive support of eco-initiatives across the country, Chevrolet may be redefined with one word: green.

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The six-part series features on-the-scenes insight from the communities benefiting from Chevrolet's commitment. yU&co took the lead on the direction and production of the opening portion of the promos, which begin with physicist and futurist Dr. Michio Kaku explaining the importance of reducing carbon dioxide levels by 8 million metric tons over the next few years. East Pleasant Director Damien Drake directed the pieces' central, documentary-driven interviews and epic scene shots that follow. Pleasant Post's Lindsey Houston then edited the pieces together, while colleagues Tristan Kneschke and Matt Rosenblum handled color correct.

"We were all really excited about SS+K's concept, and drawn to the message that sustainable energy solutions exist," noted Damien. "Knowledge is power, and with a project like this, our hope is that we can inspire people to create work with the mission to better our environment."

Crow Wind journeys to the 108 giant turbines at the Crow Lake Wind Project in South Dakota, profiling the utilities and citizens who have joined forces to create a clean energy source that provides local jobs and tax income. Greenhouse explores the massive, 70-million plant greenhouse wedged seamlessly into its pastoral North Carolina landscape with the help of its clean-burning biofuel power system. Maine Housing documents the process of weatherproofing one hard-up family's home to protect them against that state's fierce winters. Many of the spots feature Pleasant Post-designed moving graphics illustrating how energy flows in and out of buildings.

"This project gave us a chance to excel at what we do best - capturing heart-felt performances from real people and telling great stories," stated East Pleasant EP Sarah Roebuck. "Projects that are both high-impact and multifaceted are ideal, as they're exactly what we designed East Pleasant and Pleasant Post to be able handle. Our entire team did a great job bringing everything together."

In addition to the three spots that Chevrolet has already released, three more will hit the Web soon, featuring green targets in Virginia, Colorado and Minnesota.

Downloads:

Credits:

Client: GM/Chevrolet
Spot Title(s): Maine Housing - ME (featured), Crow Wind - SD (featured), Greenhouse - NC (featured), Landfill/Hospital - VA, Colorado, Pipeline - MN

Agency: SS+K
CD: Kash Sree
AD: Mike Yang
Copy: Chris Plehal
EP: Kelly Fagen
Producer: Craig Von Wiederhold, Ernie Klein
Director of Business Affairs: Jennifer Bilyk

Prod Co: yU&co

Prod Co: East Pleasant Pictures
Director/DP: Damien Drake
EP: Sarah Roebuck
Producer: Natalie Rose
Coordinator: Caroline Walker

Editorial Co: Pleasant Post
Editor: Lindsey Houston
Asst Editor: Jonathan Vitagliano
EP: Sarah Roebuck
Producer: Natalie Rose, Katie Montgomery

Post/Effects Co: yU+co.
Creative Director(s)s: Synderela Peng, Eric Anderson
EP: Carol Wong
Producer: Ryan Wilk

Telecine Co: Pleasant Post
Colorist(s): Tristan Kneschke, Matt Rosenblum
EP: Sarah Roebuck
Producer: Natalie Rose

Audio Post Co: Phantom Audio
Mixer: Conrad Sanguineti
EP: Mary Ruth Tomasiewicz

Music Co: Getty/Pump Audio, 5Alarm Music, APM Music

About East Pleasant:

East Pleasant, an Emmy Award-winning production company founded in 2004, is a group of creative individuals layered in years of expertise on both the agency and production sides of the advertising industry. The studio is a highly flexible entity, able to handle traditional or nontraditional TV commercials, films, web projects, episodic TV, music videos and documentaries of any scope, perfectly tailored to its clients' needs.

Company principals - which include EP Sarah Roebuck and Directors/Founders Xander Strohm, Damien Drake, Stash Slionski and David Weinstein - oversee a diverse, globetrotting team of producers, directors and editors who focus on shooting beautiful imagery that tells relevant stories. This group has produced work for some of the most recognizable brands in the world - Nissan, Nokia, Nike, Kenmore, Clinique - while teaming with top agencies Wieden + Kennedy, TBWA, JWT, Time Inc., and Skinny to name a few.