GOING OLD SCHOOL IN THE EDIT SUITE

When Tim Calvino of COOPER & CALVINO CREATIVE requested PEOPLE. to bring back the old days, he was pleasantly surprised by their approach. CLIFF HEMLOCK, People.’s lead editor, suggested shooting film for the PB TRUST BANK’S latest campaign.

Not only did they shoot film, Cliff committed to editing the spot on a MOVIOLA. He said, “I was so excited to get back to the roots of filmmaking. The new generation is spoiled with modern technology.”

Mr. Calvino has always said (to whoever will listen) that it was better in the MADMEN days of advertising. “We had to make tough decisions even if it was clearly going to hurt somebody,” Calvino explained.

Cliff described the editing process as exhilarating and painful. He showed me the many bandages on his fingers. “I never thought about where the term CUT came from, now I know editing used be more dangerous than it is today.” The whole process only took 3 months to complete but according to Calvino it was well worth putting his agency into financial jeopardy.

NOTE: Tim Calvino is known for creating the famous jingle for JERGEN’S MOISTURIZER, “Uh Oh, that’s not my hand!”

penned by: HippoCampus