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Motion Theory's Mark Kudsi Directs Branded Music Video for the Fiat 500

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 As the Fiat 500 rolls off the assembly line and into US showrooms, director Mark Kudsi of commercial production company Motion Theory is upping the excitement with a kinetic branded music video that tells the story of Fiat owner and car preparing to meet each other. Produced for Detroit agency Impatto, the 2:47 video “Get Ready” premiered at the New York International Auto Show April 22, and represents the first release of a larger North American launch campaign for Fiat consisting of multiple spots directed by Kudsi. View Fiat “Get Ready” at: http://youtu.be/jQbPFhwb2Do.

“Get Ready” re-launches the Fiat in North America after an absence of almost 30 years. Featuring Vivaldi’s Concerto in D Major recreated by MassiveMusic to create the new track, “Get Ready” features slick documentary-style footage of an assembly line in the new Fiat plant in Toluca, Mexico.  This footage, which captures cranes, robotic arms and other factory machinery as beautiful precise objects whose movements create a mechanical ballet -- are combined with four loose storylines of regular individuals getting ready in their homes. 

Kudsi found inspiration in romantic comedies, in which the action is intercut between two characters eagerly preparing for a blind date with each other, uncannily matching each other’s idiosyncrasies via parallel montage. Said Kudsi, "Instead of ‘boy meets girl,’ it’s ‘driver meets car.’ We're so connected to our cars that we often name them, talk to them, and pick them based on how we think they'll match our personalities and lifestyle. We wanted to celebrate this connection by bringing this extraordinarily synchronized magic to the time before that first 'meeting.' It's all those things we don't see that lead to love at first sight." 

Kudsi, a commercial director who has also made a name through music videos, including the Grammy Award-winning “Boom Boom Pow” for Black Eyed Peas, showed off his trademark interplay between music, visuals, style and concept – elements which laid the foundation for the larger Fiat campaign. 

Kudsi and his Motion Theory production team spent two days inside the Fiat Toluca plant documenting the production line as the Fiat 500 was being made from sheet metal into finished product. An additional two days were spent on location in Los Angeles shooting the talent vignettes. All told, Kudsi accumulated 36 hours of footage, which was edited in-house by Mirada’s Lenny Mesina. Kudsi deployed a variety of cameras on the shoot, including the RED, Canon 5D and 7D and two GoPro cameras mounted onto robotic arms and inside cars as they were being assembled. 

About Motion Theory
Motion Theory is a creative home for directors with a sharp visual and narrative focus. The company's talent roster ranges from award-winning veterans to emerging filmmakers, all sharing extraordinary visual style and the storytelling ability to transform creative potential into compelling viewer experiences across advertising and entertainment. 
www.motiontheory.com


CREDITS

TITLE: “Get Ready” by Fiat

AGENCY
Agency: Impatto
President/CEO: Michael D’Antonio
Senior Writer: Parag Tembulkar
Senior Art Director: Craig Smith
Account Executives: Jason Hayes, Shannon Stone
Head of Integrated Content: Gail Simon
Producers: Lorraine Kraus, Kristin Loudis

PRODUCTION
Production Company: Motion Theory
Director: Mark Kudsi
Executive Producer: Javier Jimenez
Line Producer: Anna Joseph
Director of Photography: Eric Schmidt
Production Designer: Teri Whittaker 

POST PRODUCTION
Post Production/VFX Company: Mirada
Creative Director: Mark Kudsi
VFX Producer: James Taylor
Online Producer: Christina Caldwell
Senior Art Director: Jonathan Wu
Lead Compositing Artist: Ash Wagers
Compositing Artists: Jason Lowe, Ed Laag, Thomas Horne, Oliver Scott, Phil Guthrie
Code Artists: Keith Pasko, Tim Stutts
Designer: Chris Ballard
Roto Artist: Midori Witsken
Flame Artists: Danny Yoon, Matt Bramante
Production Manager/HR Director: Tina Van Delden

EDITORIAL
Editorial Company: Mirada
Producer: James Taylor
Editor: Lenny Messina
Additional Editing: Fred Fouqet
Online Editor: Jeff Aquino
Assistant Editor: Hoa Mai

SOUND + MUSIC
Company: MassiveMusic
Executive Producer: Scott Cymbala
String Arrangements: Vivaldi "Concerto in D Major"
Composer: MassiveMusic

Last changed: Sep 04 2014 at 3:34 PM

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