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Symantec "Conveyor"

This project was a good example of the client's becoming blinded by focusing on a visual effect treatment, and in the process losing track of story and purpose.

The original script had an articulate, though dry announcer over a techy music track. The result was a rather cold message that hoped to feed on the viewer's fear of their computer getting hacked. It proved to have little effect as people didn't want to watch the commercial. Instead focus groups response was that they just wanted it to go away.

Stewart decided to approach the commercial on a warmer, inviting path. First, it meant licencing a more interesting hummable piece of nostalgic music. Then the script was rewritten to make it accessible to real world audience. The voice talent was recast to com- pliment the newscript approach.

Credits: editor, music supervisor; writer: Dan Busto