From the first moment of Growth, the second collaboration between Kommitted's Nathan McGuinness and Kaplan Thaler for US Bank, a sense of accomplishment is blended with a surge of possibility: A boy launches a paper plane, a windmill becomes a wind-power turbine, highways ripple into being, new homes become communities, and skyscrapers unfold in a gleaming, tree-lined city.

"Things are changing. Suburbs, small towns, cities-they're all growing and changing, thanks to the strength of the American people's resolve and to the strength of US Bank," said Director Nathan McGuinness. Because US Bank wanted the spot to include the people who make America's growth possible, McGuinness made sure the clip created uplifting, personal feelings. "We also chose to include people who represent as many demographics as possible, illustrating the meanings of `us' that the spot plays with: Americans, and US Bank," he said.

McGuinness-also the co-founder and creative director of Oscar-winning VFX house Asylum-brought into being a visually cohesive spot that feels like a film, and that uses as many CG techniques as it has scenes. "There is not one place in the spot where I've used the same technique to get the image both on film and in post," he said. "The mood creates the cohesiveness, and we set the mood in the first moment, with the motion of the boy sending a paper plane into the air."

Marc Siegel, Executive Producer at Kommitted Films, says McGuinness' work excels partly because of his experience at Asylum but mostly because he works in all areas of production. "Nathan brings to the table a portfolio of A-level films that required extraordinary VFX and acute attention to detail, including The Curious Case of Benjamin Button," Siegel said. "He's multi-talented, and he's meticulous. Nathan follows the job all the way through to the end which always delivers a more memorable result."
The Creds:

Client: US Bank
Spots Title: Growth
Air Date: October 2009

Agency: Kaplan Thaler
CEO/CCO: Linda Kaplan Thaler
Director of Broadcast: Lisa Bifulco
Art Director: Alessandra Melo
CD: John Colquhoun & Steve Bear
Producer: Hadleigh Arnst

Prod Company: Kommitted Films
Director: Nathan McGuinness
EP: Marc Siegel
Editorial: The Whitehouse
Editor: Kevin Zimmerman
Producer: Sue Dawson

Post/Effects: Asylum
Executive Producer: Michael Pardee
Producer: Mark Kurtz
Coordinator: Jennie Burnett
VFX/CG Supervisor: Zach Tucker
Compositor: Rob Trent
Head of 3D: Jeff Werner
Technical Director: Yuichiro Yamashita, Anupam Das, Michael Shelton
Animator: Steward Burris, Samir Lyons, Mike Warner
Lead Modeler: Greg Stuhl
Modeler: Josh Robinson, Toshihiro Sakamaki, Lersak Bunuparadah, Chad Fehmie, Julian Sarmiento
Tracking: Ian Doss, Michael Lori
Texture: James Lee
Lighter: Aaron Vest, Sean Durnan
Lead Roto: Elisa Bello
Roto: Stephanie Ide, Bethany Pederson Onstad, Huey Carroll, Daniel Linger, Midori Witsken, Zac Chowdhury, Laura Murillo, Chris Cortese
Paint: Josh Frontino, Jason Bidwell, Scott Baxter
About Kommitted:

Production company Kommitted Films was founded in 2005 by Director Nathan McGuinness, the Academy Award and Bafta nominated Co-Founder/Creative Director of the VFX company, Asylum. Shortly after, in 2006, veteran Executive Producer Marc Siegel was brought on to expand the directorial roster, feature film slate, and music video presence. Over a short time period, Kommitted Films has numerous recent high-profile spots for Target (peterson milla hooks/MN), Nintendo (Leo Burnett/Chicago) and Blackberry (RIM) (Arc Worldwide/Chicago).

Kommitted Films is uniquely positioned to direct and produce commercials, music videos, features and emerging media content for web and mobile platforms.

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