Three (One) O Brings It Home for “American Idol”


Work Marks Production Company’s Third Duet With Fox Powerhouse

MARINA DEL REY, California – December 1, 2010 – Film and commercial production company Three (One) O announced today that they have completed their most extensive round of work yet for the Fox network’s ratings champ “American Idol.” Three (One) O principals Norry Niven (director) and Elaine Sibert (producer) and their crew filmed dozens of hours of footage of past “Idol” winners to create the campaign entitled “Welcome Home.”

The work, which promotes the upcoming tenth season of Fox’s reality juggernaut, features all nine previous AI winners, from original champ Kelly Clarkson to last season’s victor Lee DeWyze. Shooting in each winner’s hometown (with the exception of Jordin Sparks), Niven captured the impact of the people and places that helped each musician rise above their competitors – and how the singers repay such kindness now that they’re in the spotlight. Production spanned the country – from the Midwestern locales of Oklahoma, Arkansas, Missouri and Illinois, to the southern hospitality of North Carolina, Tennessee, Alabama and Texas, and up to the Great White Way in NYC – with Niven and crew interviewing the Idols, their families and friends to bring out a real sense of story, soul and community behind the individual successes.

The “Welcome Home” campaign follows in the footsteps of Three (One) O’s award-winning pieces for seasons eight and nine of “American Idol.” The company once again worked hand-in-hand with the network’s internal creative team, including Creative Director Julio Cabral and Director of Production Golareh Safarian, to produce the campaign, which broke nationwide on Fox during the 2009 Major League Baseball World Series in November. In total, nine spots (in 30-, 60, and 90-second versions) were cut for broadcast, along with nearly 30 additional clips to be used online and a 30-minute documentary set to air in December and January. Additional interviews with “Idol” judges Randy Jackson, Steven Tyler and Jennifer Lopez, host Ryan Seacrest and new in-house mentor (and studio mogul) Jimmy Iovine were also shot for use in promo clips.

Three (One) O is a full-service film and commercial production company based in Marina del Rey, California. Capturing ideas in motion with technical mastery, jaw-dropping visual effects and good old-fashioned narrative storytelling, Three (One) O makes the imaginary an actuality on a daily basis. Spearheaded by Director Norry Niven and Executive Producer Elaine Sibert, Three (One) O is set to bring the next generation of commercial and narrative filmmakers to a screen near you.