New Yorks Quiet Man recently created visual effects for three 30-second spots for Mike's Hard Lemonade. In each spot, the victim either a lumberjack, a distracted marine biologist or an unfastened construction worker enjoys recovering from a serious accident with a mug of Mike's Hard Lemonade. "There is a great deal of humor in the inappropriate," says Quiet Man creative director and founder Johnnie Semerad about the Monty Python-esque storylines behind the three spots. "All these violent things happen, but everybody keeps smiling nonchalantly about these terrible, obviously painful accidents. As Semerad explained, the construction worker spot required a tough transition, in which first a stunt man, and then a dummy, fall three stories. "The stunt man fell onto a big soft pad," he commented. "Using a mixture of shots of the stunt man and dummy, we made it look like he was falling all the way down on to the rebar, where he gets impaled, but is otherwise happy. That was a couple of days work in Inferno. Five years ago, any of these shots would have seemed like a miracle. Today, everybody knows how they're done but we're still the ones who do them. Cliff Freeman and Partners commissioned the spots.
