Advertising Week V kicked off on Monday evening with an opening concert at New York’s Nokia Theatre. The Third Millennium: 2000 – Present, a short film composed almost entirely of footage provided by Thought Equity Motion, was screened during the evening’s festivities.
As its title suggests, The Third Millennium chronicles the historic events of this century, such as the New Year celebration of 2000, the events of September 11, the Mars landing and this summer’s Olympics. Paul Kelly of Beast, which in May added New York and Santa Monica offices to its Austin headquarters, edited the film.
Lyle Greenfield, founder of Bang Music and national board president of the Association of Music Producers, crafted the film’s concept. The soundtrack, composed and produced by AMP-member companies, was performed live by an orchestra during the film’s screening. Liz Myers (Trivers/Myers), Chris Plansker (Yessian Music), Jeff Slutz (Sugarbox) and Ben Zebelman (Octave Music) composed the music score in collaboration.
Though Equity provided 95% of the footage for the 5-minute montage, offering the producers close to 800 clips for selection. Founder and CEO Kevin Schaff said The Third Millennium, which can be viewed on the Thought Equity Web site, was an excellent example of documentary content presented in a fresh, creative light.
The opening concert of Ad Week V also included performances by OutKast’s Big Boi and N*E*R*D, and other artists will perform later in the week. “But The Third Millennium film is the one ‘event’ that has brought together a full ensemble of creative forces in our industry—live action, still photography, editorial, soundtrack composition, sound design, performance and audio post,” said Greenfield.