Pioneer Electronics is promoting the Kuro line of plasma television and monitors with an integrated advertising campaign combining the tagline, “Seeing and Hearing Like Never Before” with an invitation to be transformed. The Japanese company is using “Kuro”, the Japanese word for black, to emphasize the high definition quality of flat screen.
The Pioneer USA Kuro site invites viewers to be transformed by a world without boundaries, where black levels drop you into an endless abyss of depth and dimension and colors manage to take on a life of their own.
“This is the world of KURO™. A world where achieving absolute black is not only the result of an unending commitment to research and development, but also a world that lives just beyond the imagination.”
A series of magazine spread advertisements shows women and men being transformed by their experience of content on the Pioneer Kuro. A man
“Don’t just watch, don’t just listen, be transformed. Be changed in mind, body and soul by experiences so intense that they alter everything forever. By a world so beyond anything you’ve ever experienced, it surrounds your senses, takes hold of your emotions, shatters your expectations and nothing will ever be the same. The new, blacker than ever KURO”.
The Kuro campaign was launched with a visual effects laden television commercial in late 2007. Superfad describe “Enter” as a journey from the ocular nerve to the wild imaginings of the mind’s eye, inspired by the brand mantra “seeing and hearing like never before.” The spot showcases Superfad’s capacities for stop motion, live action, 2D and 3D animation, comic illustration, collage and editing.
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The Kuro Black campaign was developed at TBWA\Chiat\Day, New York, by chief creative officer Lee Clow, executive creative director Rob Schwartz, group creative director Jerry Gentile, associate creative director Becca Morton, associate creative director/copywriter Gage Clegg, art director David Dao, group account director Cathy Saidiner, account director Joe Bock, management supervisor Sarah Pepin, interactive management supervisor Renee Westerhout, assistant account executive Jonathan Granewich, senior producer Brian O’rourke, producer Angelo Mazzamuto and art producer Anna Willman.
Post production on the print campaign was done at Superfad by creative director Justin Leibow, art director Jay Bryant, producer Nanette Ray and Danielle Hazan, head of production Angela de Oliveira, executive producer Kevin Batten, and designer Will Johnson. Filming was edited by Charles Jenson.
Filming was shot by director Will Hyde with Justin Leibow and John Hilton, director of photography Brendan Galvin, executive Producer Kevin Batten and producer Scott Ludden.
Visual effects artists on the Enter commercial were Will Hyde, Justin Leibow, Bryan Cox, John Cherniack, Eric Lee, Grace Lee, Tim Kadowaki, Will Campbell, Matt Lavoy, Matt Rosenfeld, Ryan Kirkwood, David Silvers, Dan Fraga, John Riggs, David Viau, Eric Edwards, Ajit Menon, and Phiphat Pinyosophon.
Colorist was Beau Leon at The Syndicate.
Music was composed by Jason Moss at Machine Head with producer Vicki Ordeshook.
Sound was designed at Stimmung by Gus Koven with producer Jack Catlin and associate sound designer Peter Lauridsen.
Audio was mixed at Eleven by Jeff Payne.