Radley Takes on Discovery`s "Chopper" Challenge and Strikes "Gold" Delivers Campaigns for Two of the Network`s Highest Rated Series
DMN Newswire--2012-1-4--The team at Radley, an integrated design, content and marketing company, recently delivered two signature campaigns for the Discovery network's highly anticipated two part special"American Chopper: The Build Off", and the season 2 launch of"Gold Rush," the number one program in all of television during primetime among men 25-54. When they got the call from Discovery CMO David Shackley and newly-appointed VP / Creative Director Chris Stifel, Radley knew they had a critical role to play in launching the highly anticipated "Chopper Live" two-parter. Radley was given the mission to amp up the tension that's so vital to the"American Chopper" franchise and breathe new life into the previous season's masterful campaign from Imaginary Forces. Radley delivered a full launch campaign, network and live show package. The production kicked off with a location shoot outside Austin, TX, that captured the long awaited return of Jesse James. The creative team drew inspiration from the fire-breathing machinery and raw intensity they found in Jesse's garage. The goal was to cast the characters as heavyweight prize fighters in anticipation of their Las Vegas bike-building show-down. Radley's stainless steel titles and graphics echoed the brawny, tattoo-laden machismo of the competitors as they pulled out all the stops. Working with the live production team at Pilgrim Films, Radley also produced a comprehensive live show package that included main titles, a complete suite of show elements, and interactive audience voting pieces. The result was a seamlessly produced, rocking live show in Las Vegas, to reveal the winner. With 4.8 million viewers, the live episode was the second highest rated show in the history of the series. The ratings success came as no surprise as Radley's previous collaboration with Discovery ? the season 2 launch campaign of"Gold Rush" ? led to that show's rise to the number one spot in all of television on Friday nights among men 25-54.
In anticipation of the"Gold Rush" launch, Discovery sent Radley with a targeted and talented team into the remote Yukon wilderness. True to the show's no-frills"Dig Deep" motto, the 30-second promo delivers powerful cinema-verite imagery and an intense original score composed and produced by Radley's Chad Itskowitz. The result is a gripping portrait of the men striving to survive another season in the pursuit of the fortune they are convinced is buried beneath their feet. In addition to the launch campaign, Radley leveraged their access to the show's talent and striking landscape to create additional spots custom engineered for brand sponsorship opportunities. "It was one of the most unique shoots we've ever been a part of. Preparation and communication with the network and"Gold Rush" teams were key. We were able to capture what we set out for and improvise in the face of unexpected challenges and opportunity. We're all very proud of the work with the"Gold Rush" crew, and will never forget the experiences along the way," said Kurt Spenser, Director/ECD of Radley. "'Gold Rush'" films in such remote and isolated places that taking a traditional marketing crew promised to be a challenge," said Kyle Russell, Marketing Production Manager, Discovery."I knew that Kurt and his team could creatively and logistically approach the concept in a way to not interfere with the miners, keep our footprint minimal and get some really great footage." Capping off a great year for its partners and clients, Radley moved their offices to one of L.A.'s most iconic landmarks, the Wiltern, known for its Art Deco beauty and incredible concert venue."Everyone at Radley is looking forward to producing great work inspired by great music, events and ridiculous views of Los Angeles from the top of the Wiltern in 2012," said COO Christian Thompson.Tools Red Epic, Canon 5d & 7d Cinema 4d, After Effects, Final Cut Pro, DaVinci Credits Discovery: David Shackley CMO Chris Stifel, Director/ VP Creative Kim Garcia Marketing Manager Strategy Sara Murphy Sr. Writer/Producer Andrew Heckel Sr. Writer/Producer Kyle Russell Production Manager Michael Hrizuk Art Director Radley: Director/ECD Kurt Spenser CD Design and Animation Antonio Ciccarelli Sr. Creative/Editor Josh Morrisroe Sr. Producer Brandon Pleus EP/COO Christian Thompson Director's of Photography: Aaron Phillips, Shaul Schwarz, Mark Leibowitz, Kurt Spenser Animation: Josh Novak, Chad Bonanno 3D/VFX/Animation: Clayton Anderson, Antonio Ciccarelli Colorist: Gino Panaro Composers: Chad Itskowitz, Greg Ripes Mix: Derek Sample, Greg Ripes About Radley Radley is an integrated entertainment and marketing company. The studio develops, designs, produces and delivers premium content across all platforms for brands, agencies, and networks. They believe that better work is born when designers, animators, composers, writers, editors and directors are together under the same roof. They believe their shared goal to tell great stories give them solid ground to defy convention. They believe in taking advantage of disruptive technologies to deliver their vision in innovative ways. They believe in the unique talent and experience of every member of their team. Collectively they've directed, produced and overseen award winning commercial campaigns. They've written and produced network drama and feature films. They've launched consumer brands, new television networks and advertising platforms that stand at the forefront of branded entertainment. They have come together to work on what's next for the stories, brands and people they believe in.
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In addition to the launch campaign, Radley leveraged their access to the show's talent and striking landscape to create additional spots custom engineered for brand sponsorship opportunities. 
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