California Solar Initiative (CSI) Film California Solar Initiative “Green Routine” by Fraser Communications

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California Solar Initiative “Green Routine”

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Industry Raw Materials & Minerals
Media Film
Market United States
Agency Fraser Communications
Production Limey
Director Graeme Joyce
Producer Carole Ferrari
Editor Enrique Aguirre
Released April 2012

Credits & Description

Client: Go Solar California
California Solar Initiative “Green Routine”

Ad Agency: Fraser Communications
Creative Director/Art Director: Sergio Belletini
ACD/Copywriter: Lisa Ansis
Producer: Carole Ferrari

Production Company: LIMEY
Director: Graeme Joyce
Executive Producer: Andrew Denyer
DP: David Lazenberg

Editorial Company: Henry LA
Editor: Enrique Aguirre

Music & Sound Design Company: Chris Bell Music & Sound
Composer: Chris Bell

Bio: Director Graeme Joyce:
Director Graeme Joyce was raised in The Cotswolds, the heart of the English countryside. After a stint at art school, a summer visit to Los Angeles sparked an interest and a career in visual media. During time spent on the city’s commercial sets, Graeme shot some footage of a friend’s band using a Bolex hand-cranked camera. Lip-sync was fudged in post and the resulting spec was seen by Scott Weiland who hired Joyce to direct two clips for his band Stone Temple Pilots. The Music Video Producer Association (MVPA) awarded the "Directorial Debut Award" to the band's video “Wicked Garden" directed by Graeme. With a loving memory of British adverts from his childhood as an inspiration, Graeme’s exquisite design sensibility and flair for storytelling led him into commercials, directing innovative spots for such impressive clients as Target, Mercedes and British Airways. Whatever the medium, Robert Bresson’s sentiment notes: “It is with something clean and precise that you will force the attention of inattentive eyes and ears” is an aesthetic approach held in high regard by Graeme. He currently lives in Silver Lake, Los Angeles, with his family.

About LIMEY:
As the name implies, LIMEY’s creative aesthetic is deeply rooted in the U.K, with Owner/EP Andrew Denyer bringing his extensive experience from Europe and the U.S. to form one multi-faced, boutique production company. With tenures at large production houses such as Propaganda and Headquarters, as well as single director-owned companies such as Big Lawn Films; Denyer has built a unique directorial roster at LIMEY where each director works in a single genre with an individual style. LIMEY’s current directorial roster features the talents of Nick Jones, Scott Weintrob, KN+SAW, and Graeme Joyce. An agile boutique, LIMEY also offers the resources of a large production company via its partnership with Chelsea, including an extensive support staff and offices in Los Angles and New York. High-production values, regardless of budget, and a great collaboration for clients are the hallmarks of any LIMEY-produced project. For more information about LIMEY, check out the company’s web site at