Fuel TV in Cardboard Robot
Action sports television network FUEL TV has launched a signature series ID featuring the work of art collective Cardboard Robot. The challenge presented to Stardust for ID number 17 was to feature the work of Cardboard Robot, an art collective led by Mason Brown. “The brief for this project came in with Mason’s art work, and at first, we weren’t sure what this promo piece wanted to convey to viewers,” Tsai explained. “But then we went to Long Beach to tour Mason’s studio, and we quickly came to understand his man-versus-machine and anti-war sentiments, and how his military background influences his art. With this understanding, we decided to film the real robot, and create this kind of exploration of the city and mysterious industrial feeling.”
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The Fuel TV promotional campaign was developed by senior vice president and assistant general manager CJ Olivares, vice president marketing and promotion Jake Munsey, director on air promotions Oren Hatum, and senior producer on air promotions Todd Dever.
Filming was directed by Neil Tsai via Stardust Studios, Santa Monica, with creative director Jake Banks, executive producer Corey Cirillo, line producer Rob Knox, director of photography Jordan Levy. Editor was Michael Merkwan. Post-Production producer was Lisa Pierce.
“Because street art is so integral to the ideas behind Cardboard Robot,” says FUEL TV Senior Producer Todd Dever, “we all agreed that we needed to convey that aesthetic along with the feel of some early experimental films which first brought the robot to life.”
The live-action shoot occurred in downtown Los Angeles locations and on-stage at The Source. “For this project,” Tsai explained, “the location scout was the most creative idea bag. I went to scout the locations around downtown LA with my director of photography Jordan Levy and other members of our team. It was the perfect environment for this piece, and we all instantly began getting great ideas for the shots which I never would have gotten from sitting in my room and trying to design with online images.”
Telecine was done at The Syndicate, Santa Monica, by Beau Leon.
Staff at music/sound design company Mophonics, Venice, were executive producer Michael Frick, producers Josh Marcy and Colette Huemer, and composer/sound designer/mixer Brad Breeck.