Founder/editor Hal Honigsberg’s output at chrome in Santa Monica, CA, runs the gamut from slick spots like high-end car commercials or a Jake Scott :60 featuring Visa’s relationship as a worldwide partner for the 2010 FIFA World Cup, to a music video that was recently installed as part of an exhibit at the Tate Modern. StudioDaily forwarded him our trademark Five Questions about his work and his inspirations.
1. What are you working on today?
A promo for Discovery Channel’s show The Deadliest Catch directed by Kyle Cooper and a spot for ING being shot in Prague by director Francois Vogel for BBDO Atlanta.
2. What’s the best tool or innovation you’ve found in the last year?
As an editor, I’ve set my hopes on Avid’s new Media Composer 5. Its ability to work natively with QuickTime formats and access RED and Canon files without transcoding lets me save tons of time on the drudgery of prepping a project and gives me more time to cut.
3. What’s the project (film, television, commercial or music video) that most impressed you in the last year? Why?
OK GO’s “This Too Shall Pass” video, the Rube Goldberg Machine version. Just plain fun to watch â€” complex simplicity at its best. I also think it’s a great example of new ways for advertisers to support creative projects (in this case, State Farm put up the cash).
4. The best or favorite project that you worked on in the past year? And why?
A video installation/music video/artwork for Takashi Murakami’s show at the Tate Modern in London. Iâ€™m a big fan of his work and it was truly fun and challenging to be involved in this collaboration with Murakami and McG (who directed the video). The final video stars Kirsten Dunst as a magical princess walking the streets of Tokyo performing “Turning Japanese” by the Vapors. I always enjoy an absurd project.
5. Name the top 4 artists on your iPod?
When not in shuffle mode? The xx, Bon Iver, Radiohead, and Soul Coughing.
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