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Sears Craftsman

60 Second National Broadcast Commercial


“42 Piece Classic”

Agency: Havas Media Direct
Director: Tarquin Cardona

For the third year running, Sears Craftsman and Havas Media Direct looked to TimeLine Video for production on their Holiday Tools Campaign.  This year, the assignment was 4 :60 DRTV commercials that would be broadcast nationally, as well as online and in Sears retail stores.

The campaign was shot over 2 weeks in August in Flagstaff, Arizona:  a location that offered ideal weather, experienced crew, and spacious locations.

Post-production was completed at TimeLine’s home office edit suites in Irvington, NY.  And for the second time, featured products sold out 3 weeks before the campaign completed its scheduled media plan. Technical:

Camera: RED Epic (Dragon sensor)

Editorial: Adobe Premiere

Motion Graphics: Adobe After Effects

Deliverables: HD National Broadcast Standards