R!OT recently provided complete post production services for a Georgia-Pacific television spot that warns viewers about mold. The studio performed creative editorial, original music composition, sound design, audio post production and editorial finishing for the spot, conceived by Charlotte agency Loeffler Ketchum Mountjoy. Part of a new and innovative advertising initiative by Georgia-Pacific to market construction products directly to consumers, the commercial has the feel of a Hollywood suspense film. Accompanied by an eerie soundtrack, the camera weaves through a vacant house whose walls are dotted with signs reading "Stop feeding mold." The voice-over describes the properties of Georgia-Pacific's Dens-Armor Plus paperless drywall which resists mold by eliminating its food source.

R!OT editor Michael Matassa helped create a sense of danger lurking around every corner by cleverly mimicking the tense editorial style used in movie thrillers. Composer Chris Basta enhanced the dramatic atmosphere with his spine-tingling score. In addition to creating the score, Basta also produced the sound design, recorded the voice-over and mixed the spot.

The commercial is currently running in Atlanta, Minneapolis, Tampa, FL., and Charlotte and Raleigh-Durham, NC. Initial results, according to Loeffler Ketchum Mountjoy Creative Director Jim Mountjoy, have been nothing short of spectacular. In markets where the ad is airing, Georgia-Pacific has experienced a 7-fold sales increase. The number of home centers that have added the product has outstripped expectations and activity on Georgia-Pacific's website has also spiked.