East Pleasant Amps Up for MTV VMA Campaign with Holland Roden

With MTV’s annual VMAs comes the star-flooded red carpet, hosted this year by Teen Wolf’s Holland Roden. East Pleasant director Xander™ and sister studios Pleasant Post and EP*Vision put the spotlight on the young star in an expansive 22-piece online and TV campaign for MTV Style and COVERGIRL. The promos will continue to rollout through the end of this week, documenting Roden’s every preparation. From trying on dresses with stylist Karen Raphael to modeling hair styles with the legendary Jen Atkin, the videos sprawl over the MTV Style and MTV VMA site, with additional activations on Facebook.

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Xander™ tailored the content to appeal to MTV’s young and savvy demographic. “My goal was to make Holland’s preparations come across as authentic as possible,” noted Xander™. “This audience will pick up immediately if it seems as though the talent is doing something solely for the camera. Fortunately, Holland was phenomenal to work with, and the whole thing came together seamlessly.”

MTV Style approached Xander™ to work on the project after catching a Yahoo! Mail piece he did with Nicole Richie. With little time to prepare and the VMAs just around the corner, Xander™ and his crew had to marshal the full force of East Pleasant’s best resources to complete the project on deadline.

A team of of seven editors and assistant editors from East Pleasant sister company Pleasant Post worked with Xander™ to cut the raw footage into a coherent series. The crew also handled the color correct and audio work, while EP*Vision took care of graphics.

“This campaign really showcased the expansive, comprehensive services of East Pleasant, EP*Vision and Pleasant Post,” noted East Pleasant EP Sarah Roebuck. “We have a remarkable group of talent here that handles every phase of production with the utmost skill and professionalism. There’s no way to pull off such a large campaign in such a short time unless you have talent like this.”




Client: MTV Style, COVERGIRL
Campaign: “Timeline to the VMAs”
TV/Web Spot Titles: “Stylist Consultation,” “Showroom,” ”Hair Trial,” “Nail Art Trial”, “Makeup Trial”, “Dress Fitting”, “Show Day”
Facebook Spot Titles: “Dressing for Your Shape”, “Makeup Trial #1”, “Makeup Trial #2”
Launch Date: September 2012

Agency: MTV
Vice President of On Air Promos: Meg Sudlik
Vice President Creative Director, MTV Networks: Colin Gaul
EP: Garth Bardsley
Senior Director, MTV Integrated Marketing: Matthew Newcomb
Senior Manager of Production, MTV.com: James Cozzarelli
Director of Digital Ad Sales, MTV Networks: Jaclyn Sassoon
Associate Editor at MTV.com: Maud Deitch

Production Company: East Pleasant
Director: Xander™
DP: Damien Drake
EP: Sarah Roebuck
Producer: Caleb Omens

Editorial Company: Pleasant Post
Editors: Mengfan Wu, Dace Willmott, Jonathan Vitagliano, Marcus Land, Chris Martini
Assistant Editor: Bill Saunders
Editorial Intern: Kyle Grandmaison
EP: Sarah Roebuck
Producer: Taylor Colbert

Post/Effects Company: EP*Vision
Creative Director of VFX: Maryam Parwana
VFX Artist: Matteo Fornabaio
EP: Sarah Roebuck
Producer: Taylor Colbert

Telecine Co: Pleasant Post
Colorist: Colin Travers
Producer: Taylor Colbert

Telecine Co: Nice Shoes
Colorist: Donato Boccia
Producer: Ed Rilli

Audio Post Co: Pleasant Post
Mixers: Tim Korn, Jennifer Ruffalo
Producer: Taylor Colbert

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.