Behind The AICE Awards: Chris Hafner
May 29, 2012 by Andrew Schneider
Among the award-winners at this year’s AICE awards, Cutters’ Chris Hafner took top honors in the automotive category and won best of Chicago for his work on the Fiat spot for Donor staring racing Karl Abarth.
Hafner says that when the piece came from Detroit-based agency Doner, it was intended to loop at the North American Auto show. They gave him a variety of archival material on Abarth, photos and film, together with carte blanche.
“They had this long piece that had all of these stills and archival footage in it and Just said: go for it, make something out of it,” Hafner says. “I listened to the music and right away, I had an idea and I just started cutting it and it just came to me.”
He had the spot out in two days and the response from Doner was great.
“The email back was one word, the f-word with an exclamation point, in a good sense,” Hafner says. “People watched it, and just said, wow.”
Even so, competition in the automotive category is stiff and Hafner was surprised and delighted to win.
“There are some heavy hitters in the category,” he says. “But I think this one stood out. And to win Best of Chicago, that’s a great honor. It was a nice night.”
The piece was later revised so that the agency and client could continue to use it after the auto show.
“I just enjoyed it for the few days that I worked on it,” Hafner says. “Once I got in a rhythm, I was power cutting and making the most of some limited, ancient stills.”
Hafner joined Cutters less than a year ago following the company’s acquisition of Detroit-based Ringside Creative.
This story is the first in a series of interviews with the winners of the AICE awards, held May 10, 2012. The full list of winners follows.
Alternative Media
Marc Stone, 3008
AVG
"AVG Tigers vs. Toothpicks" 3:07
Audio Mix
Steve Rosen, Sonic Union
Verizon Wireless
"Supercollider" :60
Automotive
Chris Hafner, Cutters
FIAT
"Karl Abarth" :45
Color Grading
Siggy Ferstl, Company 3
Chrysler
"It's Halftime in America" 2:00
Comedy
Steve Gandolfi, Cut + Run
Heineken Light
"Handlebar Moustache" :60
Design
Optimus Design, Optimus
Craftsman
"Craftsman Screw*D Show Open" :35
Dialogue
Geoff Hounsell, Arcade Edit
AT&T
"More Responsibilities" :30
Fashion/Beauty
Kim Bica, Arcade Edit
PacSun
"Dress Irresponsibly" :60
Music Video
Arianna Tomasettig, Final Cut
Raphael Saadiq
"Stone Rollin'" 3:30
Montage
Luis Moreno, jumP NY
Paco Rabanne
"Black XS" 1:30
National Campaign
Jeff Ferruzzo, Outside Edit + Design
Dos XX
"Italian Country Side" :30
"Pommel Horse" :30
"Pygmy" :30
Public Service
Dave Anderson, MacKenzie Cutler
Ad Council
"Funny Fails" :30
Regional Campaign
Mick Uzendoski, Drive Thru Editorial
West Virginia Lottery
"Counting Cash" :30
"Lift" :30
"Lottery Machine" :30
Sound Design
John Binder, Cutters Studios (Another Country
Allstate
"Raccoon" :30
Spec Spot
Thomas Ostuni, Holligan
Americans Elect
"I Am Not You" 1:44
Storytelling
Steve Gandolfi, Cut + Run
Audi of North America
"Ahab" :60
Under $50,000
Steve Manz, Relish
Young Guns
"Young Guns" 1:30
Visual Effects
Chuck Willis, Cutting Room
LOWE'S
"Don't Stop", :60
Best of Boston
Michael Reuter, EditBar
Timberland
"Chainlink" :30
Best of Chicago
Chris Hafner, Cutters
FIAT
"Karl Abarth" :45
Best of Dallas
Marc Stone, 3008
MetroPCS
"Sync Cities" :60
Best of Detroit
Erich Wiemer, Start Editorial
Owens Corning
"Easy" :30
Best of Los Angeles
Rick Russell, Final Cut
Microsoft XBox
"Endangered Species" 2:18
Best of Minneapolis
Mick Uzendoski, Drive Thru Editorial
West Virginia Lottery
"Lift" :30
Best of New York
Luis Moreno, jumP NY
Benetton
"Milk & Honey" :90
Best of San Francisco
Doug Cox, Barbary Post
Old Navy
"SuparTool" :60
Best of Toronto
Chris Murphy, Relish
john st.
"Catvertising" 2:27