Elizabeth Moates was named Producer for SPIN Production’s Atlanta office. She will coordinate design, effects, and online work along with Executive Producer Kathy Schlesinger. Moates began her career with Image Design in New York as Producer and later as Senior Graphics Coordinator, overseeing projects using 2D and 3D animation, editing, telecine, and graphic design. Upon moving to Atlanta, Moates took a position with Crawford Communications as Senior Operating Coordinator. Her most recent position was with the now defunct AUX TV.

Spin and WestWayne put finishing touches recently to Florida’s Natural’s new advertising campaign. The $13 million effort included national TV and print ads touting the brand’s line – “It’s as close to the grove as you can get.” The spots will run nationally on cable networks including A&E, The Food Network, Lifetime, and TNT.

Building on the long running relationship, “We own the land, we own the trees, and we own the company,” the new spots took a new approach showcasing the growers who comprise the Florida Natural co-op. In one spot a worker in a grocery store marches through those ubiquitous double doors in the back of the produce section and straight into an orange grove. He fills his cart with “fresh” juice cartons handed to him directly from orange growers and then goes back to restock the shelves with fresh from the vine orange juice.

The shoot was impeded by bad weather which interfered with the final shots. The talent, brought back in the next day, shot over green screen during the next day’s shoot. The final shots were composited in background plates created by Spin’s Keith Adams. “By using some heads and tails of footage that would have ended up on the cutting room floor, we were able to build a convincing background for the green screen talent.” said Adams. “We shifted the perspective in the Inferno and made the green screen match... Eleven different shots had sky replacements, all of which were tracked to match the camera moves.”

Credits for the campaign from Spin include: Technical Director/Inferno Artist: Keith Adams; Fire Artist, Scott Markowitz; Producer, Elizabeth Moates. Tim Vece of Outback Editorial acted as AVID Editor. WestWayne’s credits include Art Director, ACD, Chuck Mumah; Senior VP, Creative Director, Markham Cronin; Copywriter, Bruce Behrens, and Senior Broadcast Producer, Bryan Jameson. Additional credits: Chief Creative Officer, Luke Sullivan; Production Company, Slo Graffiti; Director, Thor Freudenthal; Exec. Producer, Laura Howard; Music/Sound Design, AcousTech; VP, Account Director, Syl Harris; VP, Account Supervisor, Jim Wyland.