When PromaxBDA, the global member-based association for professionals working in media marketing, needed an agency to create the branding and video opens for this year's conference and awards show in New York, they turned to long-time members and creative agency Oishii Creative. Armed with the tagline #WTFuture, Oishii Creative set out to make a package that captured the energy and essence of an industry in constant change.
“Our members deliver the top-level marketing and creative work in this industry, so it is critical that our creative efforts are on par with the work that we honor,” says Stacy La Cotera, VP, Global Awards & Competitions at PromaxBDA. "Working with Oishii was a fantastic opportunity and helped to create a polished and professional feel for PromaxBDA: The Conference 2014.”
Set to a remix of The Chainsmokers club hit “#SELFIE” track, the conference video open is a mashup of viral video sensations mixed with digitally-driven graphics and statements like, “technology is not a debate,” and “creativity has no age.” All visuals were user-generated and inspired by viral video sensations, from a hamster eating a tiny burrito to an energetic baby dancing.
“The future of broadcast is always changing," says Ish Obregon, Oishii’s president and chief creative officer. “And we wanted to capture how digital has disrupted the entertainment industry, from consumer-generated content to mobile. The future is still not clearly defined, but that’s what makes our field so optimistic and fun.”
To view The Conference open: http://www.oishiicreative.com/project/wtfuture/
On Vimeo: http://vimeo.com/97870493
To view the Awards Show Open: http://www.oishiicreative.com/project/promaxbda-2014-promotion-marketing-and-design-awards/
On Vimeo: http://vimeo.com/97868887
For the onsite graphics, Oishii looked at the event as a pop-up store, where every aspect of the conference venue — from the delegate bags, programs and registration counters to the signage, bumpers, stills and titles — was branded with one message.
“Overall, it was a cohesive package where every touchpoint was connected visually with the core message,” says Obregon. “PromaxBDA gave us a lot of flexibility and access to brand everything at The Conference, and they encouraged our creativity at every turn. We had a blast doing it.”
For the PromaxBDA Promotion, Marketing and Design Awards video package, the organization requested a look that was completely separate from The Conference and instead focused on celebrating the achievements of this year’s award winners.
The spot follows a gold-clad female figure, which represents PromaxBDA’s muse-award statue, as she wanders through a desert landscape of vast possibilities, searching for something to stand out.
“The muse really represents all of us,” concludes Obregon. “As viewers, creatives, even the organization of PromaxBDA as a whole, we are visionary, always looking into the future. We wanted to capture that spirit.”
The team decided to dream up a shoot that could utilize mixed mediums from beautiful cinematography to SFX. Shot in Lucerne Dry Lake in the Mojave Desert, two hours east of Los Angeles, the film took two weeks from concept, storyline and approval to shoot prep, editing, SFX and music composition. Oishii shot on Alexis RED with several Canon lenses and worked with Premiere, After Effects, Magic Bullet, Photoshop, Illustrator, Cinema 4D for CG, and Turbulence for smoke effects.
Project: PromaxBDA: The Conference 2014 Visual Identity & Graphics Package
Airdate: June 2014
Client: PromaxBDA
Ad Agency & Production Company: Oishii Creative
Creative Director / Director: Ismael Obregon
Executive Producer: Daniel Walkup
DP: Matthew Roe
Producer: Asja Tobler
Designer: Amanda Trovela
Where shot: El Mirage Dry Lake Bed, California (Awards Show Video)
Technology: Video CoPilot Action Essentials, Premiere, Photoshop, Illustrator, InDesign
Editorial Company: Oishii Creative
Editor: Nicholas Nykamp
VFX & Postproduction Company: Oishii Creative
Animator / Online Editor / Colorist: Nicholas Nykamp
Music Production, Sound Design & Audio Post: Brent Kiser of Unbridled Sound
About Oishii Creative
Entertainment media is a crowded marketplace, and successfully standing out only comes from the relentless pursuit of the next big idea. But at Oishii, we’re not just looking for the next big idea, we’re looking for the idea, approach and execution that’s the right fit for your brand. From network packages and show opens to consumer brand strategy and activation, no ambition is too big or small. We’re an award-winning full-service agency ready to dream, create and work with you – and for you. www.oishiicreative.com
About PromaxBDA
PromaxBDA is a member association representing more than 10,000 companies and individuals from major media organizations, marketing agencies, research companies, strategic and creative vendors and technology providers around the globe. The goal of PromaxBDA Association is to lead the global community of those passionately engaged in the marketing of television and video content on all platforms, inspiring creativity, driving innovation and honoring excellence. With companies and individuals drawn from more than 70 countries, PromaxBDA is a truly international organization uniting the individuals who will pioneer tomorrow's electronic and broadcast media. www.promaxbda.org
