Led by Creative Directors Nate Robinson and Andrew Sinagra, the creative team at Ntropic produced an incredibly poignant and timely "visual metaphor" for the latest spot from Bank of New York Mellon entitled "House of Cards." Collaborating closely with ad agency The Concept Farm for a second year in a row on advertising for the global financial services company, the moving new commercial features live-action, CGI, visual effects, compositing, color grading and final conform by Ntropic and is currently airing nationwide.
For Ntropic, having just launched their New York office this summer, this project was a great opportunity to utilize artists and technology in all three offices: Manhattan, Santa Monica and San Francisco. As CD Andrew Sinagra explained, while the live-action shoot of the beautiful Craftsman-style house prominently featured in the spot was shot in Malibu, the edit and coloring was completed in Ntropic's New York office. "We flew our colorist Marshall Plante to New York to work closely with the agency and client, since they were based there, which was really great. We then created the CGI in L.A., with original music and final Flame compositing completed in San Francisco. It was a true team effort at Ntropic, which is how we like to work."
The collaboration on this project with the agency and client began early on for this project as well, added Sinagra. "There isn't a lot of work out there these days with this level of visual metaphor in it. So when Nate and I saw the boards and read the brief, we jumped on it. It was very inspirational. We knew this was going to be a beautiful piece, and were so happy they asked us to contribute our talents again this year."
"Nate and Andrew are artists who can make a disaster look gorgeous," noted Ray Mendez, ECD, The Concept Farm.
"The Ntropic team's process and scientific approach to the art of how the cards fell was very impressive," adds Carey Cwieka, Director of Account Management, The Concept Farm. "They are a talented group that delivered a final product which our clients are very proud of."