As a premiere project of the NuContext-Rockhard partnership, the “Big Freedia: Queen of Bounce” promo campaign for the launch of Season 2 found Fuse asking NuContext to develop a concept that would “capture the larger than life personality of Freedia, and also reflect the character and influence of the city of New Orleans which serves as the prominent backdrop for the series,” details Guice. “In addition to producing the on-air campaign, Fuse also tasked us with producing the key art photography day with world class A-list photographer, Art Streiber.”

The NuContext team worked closely with Fuse’s team and Director, Robert Hales to develop a concept that would put Freedia and the cast of characters from the show in a typical, but very Freedia, New Orleans "Second Line." “Robert and I really wanted to capture the REAL New Orleans, and steer clear of the Disneyland version of New Orleans like the French Quarter,” outlines Guice. “It was important to all of those involved, including Freedia, that we shoot in a real New Orleans neighborhood so we decided on the Tremé.”

“Robert wanted the piece to be very cinematic and bold,” adds DP Todd Banhazl. “We wanted to capture the textures of New Orleans; the passion and energy of Big Freedia and her crew. We used old Kowa Anamorphic lenses and used big lights to make Freedia pop like the star she is against the rich overcast New Orleans streets.”

Hales worked with Freedia on developing the look of the costumes, which were made by Freedia's Uncle Percy (who makes all her costumes for her shows) and Hales’s own costume designer of choice. They shot still photos with Art Streiber on the 1st Day, and then live-action on the 2nd Day. Post-production was all handled in Los Angeles at the NuContext Creative studio.

Nicole Acacio, Executive Producer for Rockhard concludes: “I am thrilled with the idea of working in tandem with NuContext. They are a perfect partner for this venture with our Directors at Rockhard. It is a new arena of work for our Directors. Two like-minded companies coming together can only produce one great outcome." 

CREDITS

Agency/Production Company: NuContext 
Executive Creative Director: Angela Guice 
Director: Robert Hales 
Photographer: Art Streiber
Line Producer: Jessie Marcus 
Writer/Producer: Delara Adams 
Editor: Chad Peiken 
Sound Mixer: Dan Montes 
Color Correction:Prehistoric Digital / Kevin Cannon 

About NuContext Creative
Launched by noted Producer Angela Guice in Hollywood in 2006, NuContext Creative, the winner of numerous entertainment and broadcasting industry awards and honors, specializes in the conception, production, and post-production of advertising and promotional campaigns; including live-action shoots, promos, commercials, branded entertainment content, and upfront presentations for television networks, programs, and telefilms, theatrical film and home entertainment releases, and multi-media corporations and their products.

In New Year 2014, NuContext expanded by opening an office in New York, and welcomed long-time, on-air television promotion Executive Desiree Tobin as Vice President Production, East Coast. The company also acquired Trigger Happy, and launched a new digital and print division under the management of NuContext’s VP of Digital & Design, Mikael Tyrsen. The new division’s capabilities include: print, mobile, apps, games, prototyping, web, and social including strategy and viral applications.

NuContext recently completed promotional marketing campaigns on behalf of clients including NBC/Universal, USA Network, AMC, Disney Channel, WEtv, SundanceTV, BET and Fuse networks, as well as major motion pictures from Paramount, Warner Brothers, FOX, Sony, The Weinstein Company, DreamWorks, and Walt Disney Studios.