Digital Video magazine — November 2011
‘Pacific Standard Time’: Culture and Conversation in Experimental Video Series

Pacific Standard Time, which runs from Oct. 1 through the end of March 2012, is an unprecedented collaboration of more than 60 cultural institutions across Southern California celebrating the evolution of the Los Angeles art scene. The Getty Foundation-funded arts initiative showcases Southern California artists and designers who worked from 1945 to 1980, giving context to Los Angeles’ progression into the major art capital it is today.

TBWA/Chiat/Day LA created an integrated campaign to promote the sprawling museum initiative, including two PSAs directed by Jesse Dylan (Kicking & Screaming, American Wedding) that feature iconic Southern California artists paired with contemporary creative forces from popular culture. “It was very important to the director that in both pieces there be a sense of authenticity,” production company Wondros executive producer Priscilla Cohen explained. “Jesse wanted the audience to have an experience that was real, intimate and special. These films celebrate all these artistic treasures from Southern California’s history, and we wanted to do it in a way that was authentic and meaningful.”

In the almost five-minute Pacific Standard Time: Anthony Kiedis Celebrates Ed Ruscha, the LA-based Red Hot Chili Pepper frontman has a conversation about art with the iconic Ruscha as they take a drive through their hometown. Sections of the Sunset Strip, which Ruscha famously photographed in 1966, stream outside the car as the Hollywood sign looms in the background. As they drive, snippets from their dialogue are set against the city landscape in the style of Ruscha’s famous word paintings, demonstrating the importance of words in both their crafts.

Wondros used three Panasonic AF100s for the shoot, along with a GoPro HD cam fastened to the outside of the car to capture footage of cars driving by. “We like the AF100,” commented TBWA/Chiat/Day LA broadcast producer Chris Spencer. “They’re fairly affordable, and are built to emulate a 35mm camera with that nice shallow depth of field and wider field of view. Using them, we were really able to maximize our visual aesthetic with a tight budget.” (Read full story…)