Loyalkaspar Directs/Designs New Spot For Grey Gardens: The Musical

Creative Company Brings Iconic Poster to Life In New Ad Featuring Show Star Christine Ebersole

NEW YORK, NY - From its origins as a 1976 documentary by the Maysles Brothers to its current incarnation as the acclaimed Broadway musical, part of Grey Gardens lasting impact is its voyeuristic quality - it's also an aspect that makes the new spot directed by Loyalkaspar (www.loyalkaspar.com) for Grey Gardens: The Musical all the more affecting. The spot, which is currently airing, was produced by @radical.media, New York, for agency Serino Coyne, New York.

"We wanted viewers to feel like they had been given a sneak peak inside this strange and engaging world, revealing things methodically yet never staying on any one image for too long," says David Herbruck, co-founder/director, Loyalkaspar. "The camera moves in a very natural way, similar to the way a person might perceive any new encountered experience."

In the spot, Loyalkaspar crafts a haunting collage of archival photographs and newspaper clippings that tells a bit of the Grey Gardens' back story - an intimate look at the lives of Edith Bouvier Beale and her daughter Edie, cousins to former first lady Jacqueline Bouvier Kennedy Onassis - through to the transformation into a Broadway musical.

Midway through Loyalkaspar switch gears - transforming the spot from the imagery and steady camera moves that drive the opening into an intimate performance by the show's star Christine Ebersole that's inspired by the look of the show's iconic theatrical poster depicting Ebersole in a flowered hat with her face partially obscured by a handheld mirror.

"We start off exactly as she appears in the poster, then Christine lowers the mirror and the print image comes to life as Edie sings the song 'Around the World' from one of the most intimate scenes in the musical, bringing the entire Grey Gardens story full-circle," said Herbruck.

About Loyalkaspar:
Recognizing that the process is often more rewarding than the end result is just one of the ways design house Loyalkaspar (www.loyalkaspar.com) distinguishes itself from the creative herd. Founded by directors David Herbruck and Beat Baudenbacher, Loyalkaspar has quickly earned a reputation among advertising creatives and network producers as a creative hub where daring creative and innovative execution intersect.

Web Resources:

Click here to watch the Grey Gardens: The Musical ad directed/designed by Loyalkaspar:
http://www.loyalkaspar.com/item.asp?s=recent_work&f=grey_gardens&t=grey%20gardens%20&c=1&it1=GreyGardens0920.mov

Click here to visit the Loyalkaspar homepage:
http://www.loyalkaspar.com

Click here for more info on Grey Gardens: The Musical:
http://www.greygardensthemusical.com