CHICAGO, IL May 14, 2004 -– Chicago advertising agency Two by Four is pleased to announce that "Target", a 30-second spot created for Wrangler® Western Wear, is one of three finalists in the graphics category for this year’s Association of Independent Creative Editors (AICE) Awards.

"Target" is one of seven nominated spots edited by a Chicago company and is the only spot created, produced and edited entirely in Chicago in the graphics category. It goes up against AOL’s "Six Million Dollar Man" and Hewlett Packard’s "+HP."

Edited by Arturo Cubacub, editor and effects artist from Chicago post-production company, i-cubed (i^3), the spot is receiving much attention due to a new film treatment known as the i3ci (i-cubed chemical intermediate) process. i3ci uses film processing techniques on digitally captured footage to achieve specific non-digital looks. It also allows for any traditional chemical film procedures on digitally captured material. "Target" is the first television commercial to ever use this process.

The spot features seven-time World Champion All-around Cowboy, Ty Murray, standing against a white backdrop while the message revolves around him: "For some the Wrangler® patch is a badge of courage, for others it's a target." We then see a bull preparing to charge followed by a montage of rodeo images. "Cowboy Cut Jeans" appears on screen followed by the tagline: Wrangler®, For the Cowboy in You.

"Target" is one of five spots in the White Campaign developed by Two by Four for Wrangler®. The campaign has been recognized with a Chicago Creative Club Award and "Best Spot of the Month" from AdWeek, amongst other accolades. All five spots in the campaign were edited using the i3ci technique.

"Two by Four wanted the digital footage of the actual rodeo sequences to look ‘hellish,’ said Cubacub. "It struck me that skip bleaching was a way to achieve the look that Two by Four was describing. After editing and creating the graphics for the commercial, we put the digitally finished piece on film, and then bleach bypassed when it was developed. Our colorist Mike Matusek, then color corrected the film to find the ‘sweet spot.’"

"We are very pleased that ‘Target’ is getting recognized on so many different levels," said David Stevenson, Two by Four President and Creative Director. "Many talented people worked together to make this an incredible campaign. i-cubed was remarkable in capturing the look we envisioned."

"Target" is bestowed the honor of being added to the national archives of the Museum of Television and Radio in New York and Los Angeles. It will become part of the museum's permanent collection along with the other AICE Award finalists.

The AICE Awards Show will take place on Thursday, May 13, 2004 at Chicago's Soldier Field. The AICE Awards are the most prestigious awards for editing in the country. For more information visit www.aice.org.




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