New Campaign for 11th Annual Newport Beach Film Festival Magnifies Epic Power of Film

April 1, 2010


Newport Beach, Calif., April 1, 2010 – Two jaw-dropping spots for the 2010 Newport Beach Film Festival were recently created by ad agency RPA and the standout Tool of North America duo of Director Erich Joiner and two-time Academy Award®-winning DP Robert Richardson (Inglorious Basterds, Shutter Island, Kill Bill: Vol. 1 & 2). Also recruited was Lost Planet Editor Hank Corwin (Natural Born Killers, JFK).

Famous for playing against the Orange County conservative stereotype, the Newport Beach Film Festival continues to build a distinctive personality for itself as a powerful player in the national film festival circuit.

"We are thrilled to be working with this incredible dream team of creatives and filmmakers who are all donating their valuable time," said Todd Quartararo, co-founder and director of marketing of the Newport Beach Film Festival. "The Festival will have more than 400 films and there is a lot of pressure to make sure our spots are of the same caliber as the incredible films we showcase. The end results are spots that surpass all expectations."

This year's advertising thematically illustrates how a film festival can be the catalyst for a small idea to make it to the big time. The spots, set on ultra-wide sweeping landscapes, speak to the epic power of film. The stories, inspired by the genres of drama and romance, begin with simple scenes that grow exponentially through a series of dramatic reveals that crescendo with the title "where stories make it big."

"Drama" begins with a clash of tiny weapons wielded by action figures held by two young boys and quickly escalates into a full-on airborne artillery attack. Public VFX is credited for the creation of the 3-D computer-generated imagery of military forces; indie artist Glorious Monster provides bombastic music backup.

"Romance," set to the Magnetic Fields' woeful masterpiece "Busby Berkeley Dreams," opens on two pinky fingers interlocked by a shy couple through a series of romantic exchanges that intensify to become a no-holds-barred fetish scene. The sexy cast features Rena Riffle (Showgirls), famed dominatrix Olivia Bellafontaine, and dancer/choreographer Carlton Wilborn, credited for his work with Madonna on the Blond Ambition Tour and The Girlie Show.

"When RPA first sent me the boards, I immediately knew the direction that I wanted to take, and the team I wanted to have with us. Since I'd worked on a campaign for the Festival a few years ago, and I have worked with the creatives at the agency many, many times, we were all very comfortable and confident with each other right from the first call. Bob (Richardson) did an amazing job shooting `day for night' in `Romance,' and his idea of shooting `Drama' black and white was spot on. Hank's (Corwin) an amazing talent and we were really lucky both his and Bob's schedules aligned-both were set to do other projects. I wouldn't have wanted to do it with another team and I think the end result showcases the creative shorthand we share," Joiner commented.

"It's my sixth year collaborating with the Festival, and this year's it's been an incredible journey from the little doodle that Laura (Hauseman, art director) created to what we have before us. That's what happens when plenty of brilliant people are left to do their thing," said Scott McDonald, creative director at RPA.

The 8-day festival, April 22-29, will screen the spots in-theater. "Drama" will first air on local cable on April 5. "Romance," too risqu? for television, will air online and in-theater.

Since its beginnings, the Festival has launched countless acclaimed films. In 2006, the Festival catapulted onto the national landscape with the U.S. premiere of Crash. The tradition continues, and last year's Festival lineup boasted several 2010 Oscar® nominees and winners. As a result, the Newport Beach Film Festival has gained recognition from both filmmakers and audiences and currently attracts more than 50,000 patrons.

Credits Agency: RPA, Santa Monica, CA CCO: David Smith Creative Director: Scott McDonald Art Director: Laura Hauseman Copywriter: Tom Hamling Agency Executive Producer: Gary Paticoff Agency Senior Producer: Selena Pizarro Production Co: Tool of North America, Santa Monica, CA Director: Erich Joiner DP: Robert Richardson Executive Producer: Brian Latt Digital EP: Dustin Callif Line Producer: Joby Ochsner Production Designer: Jeffrey Beecroft Special Effects Supervisor: Al DiSarro Editorial Company: Lost Planet, Santa Monica, CA Editor: Hank Corwin Executive Producer: Gary Ward Online Company: Public VFX, Venice, CA Online Artist: Chris Noellert Telecine Company: Company Three, Santa Monica, CA Telecine Artist: Stefan Sonnenfeld Telecine Executive Producer: Rhubie Jovanov Visual Effects Company: Public VFX Visual Effects Artist: Jonah Hall, Chris Noellert Visual Effects Creative Director: Tony Smoller Visual Effects Executive Producer: Kim Nagel Title Design: Laundry! Artists: Anthony Liu, PJ Richardson Audio Post Company: Ravenswork, Venice, CA Audio Post Mixer: Robert Feist Audio Post Executive Producer: Ashley Bartell "Drama" Music Company: inthegroovemusic, Minneapolis, MN Composer/Arranger: Glorious Monster, Daniel Burke, Brian Casey Music Supervisor: Melissa Vickerman "Romance" Music: The Magnetic Fields "Busby Berkeley Dreams" Composer/Arranger: Stephin Merritt Music Supervisor: Naheed Simjee

About Newport Beach Film Festival Celebrated as one of the leading film festivals in the United States, the Newport Beach Film Festival has evolved into a prestigious multicultural event, attracting over 51,000 attendees to Southern California. Committed to enlightening the public with a first-class international film program, a forum for cultural understanding and enriching educational opportunities, the Festival focuses on showcasing a fresh and diverse collection of studio and independent films from around the globe. Located along the pristine Orange County coastline, the Newport Beach Film Festival offers attendees an optimal setting to experience filmmaking at its best. With its action-packed slate of film screenings, red-carpet galas, international spotlights, nightly receptions, compelling conversations with filmmakers, fashion shows, music performances and industry seminars, the Newport Beach Film Festival has quickly gained recognition among filmmakers and audiences worldwide. The 11th annual Newport Beach Film Festival runs April 22-29, 2010, and will spotlight over 400 films from around the world.

About RPA RPA, headquartered in Santa Monica, Calif., is a leading independent advertising agency. RPA builds momentum for brands by offering its clients truly integrated campaigns that resonate throughout its disciplines, which include traditional advertising, interactive, and direct and event marketing. RPA's client list includes American Honda, both the Honda and Acura brands, California Department of Public Health, La-Z-Boy, Mandalay Bay Resort and Casino and PENTAX Imaging Company, and it is the media planning and buying agency for Metro-Goldwyn-Mayer, Lenox Financial Mortgage and Reily Foods. For more information, visit

About Tool of North America Bicoastal Tool of North America represents top-tier artists to the advertising industry. Tool's collective of talent includes: directors, photographers, cinematographers, technologists, mobile content creators, and video game creatives. This diverse talent pool affords Tool the ability to serve as a resource for agencies across commercial and digital productions, packaging the best creative teams available to develop compelling advertising with our agency partners.