Vitro (a multidisciplinary agency) brought in Los Angeles-based studio Golden to execute Vitro's imaginative new brand film for UC San Diego. Golden's Jake Banks directed the 60-second piece centered around Vitro’s “Break Things Better” campaign, highlighting UC San Diego’s approach to breaking convention.
Veteran agency Vitro chose the Golden team to lead production, editorial and VFX for the video, which brings to life the genius and creativity of UC San Diego’s forward-thinkers in a demonstration of mind-warping artistry.
Shot on the ALEXA, Jake Banks captures the unique feel of the UC San Diego campus and culture in a clean, crisp visual style. Golden added beautifully detailed and surreal animations into the live action footage, including Dalí-esque elements like oversized marine life, a robot and an astronaut. Seamlessly blending the real world with the imagined, the piece captures the surprising moments that occur when people deviate from the ordinary to do breakthrough work. The 60-second piece is currently on the UC San Diego campaign landing page at ucsd.edu/breakthingsbetter.
Founded by director/creative director Jake Banks and Executive Producer Matthew Marquis, Golden is an integrated studio driven by a roster of live action directors and a collective of designers and VFX artists. Excited by the future, Golden brings the appropriate balance of innovation and experience to each aspect of the production process.
Watch “We Break Things Better” on YouTube here: https://youtu.be/RYcFd3cuxBM
Screenwork Credits
Client: UC San Diego
Agency: Vitro
Executive Creative Director: Brian Dunaway
Creative Director: Will Roth
Director of Broadcast Production: Mickey Strider
Production Company: Golden
Director/Creative Director: Jake Banks
Producer: Kevin Gallagher
Design: Kenneth Robin, Ben Yonda, June Kim
Animation: Rachel Arnold, Patrick Surace, Aaron Benoit, Alfredo Tognetti, Luke Yoo
Compositing: Rachel Arnold, Aaron Benoit, Alfredo Tognetti, Luke Yoo
Alison Williams
Raconteur
Contact Alison via email
2024 AICP Awards Tour Concludes with Stops in Dallas and Chicago
The 2024 AICP Awards Tour concludes with stops in Dallas and Chicago this month as it wraps up its tour of cities across the U.S. The National Tour brought presentations, panels and screenings to marketers, advertising agencies, production and post production companies. The AICP Awards will be in Dallas on Thursday, November 14th, at the Perot Museum of Nature and Science, followed by the Chicago event, set for Thursday, November 21st at The Old Post Office. Tickets are available now for both events at www.aicp.com. In Dallas, the program kicks off at 6:45 pm with a happy hour, followed by the screening and panel discussion at 7:30. The evening ends with a networking reception from 8:30 to 11:30. The Perot Museum of Nature and Science is located at 2201 N. Field Street in Dallas. Appearing in Dallas will be Abe Garcia, Chief Creative Officer, Dieste; Julia Melle, Director of Brand and Content, Southwest Airlines; and Isaac Pagán Muñoz, VP, Executive Creative Director of PepsiCo Foods. The panel will review selected winners from the suite of the AICP Awards programs, offering insights into what made them rise to the top of their respective categories and share their viewpoints on key trends in the industry. The Chicago stop starts at 6:00pm with a happy hour, followed by the presentation and screening at 7:00pm. A reception caps the event, starting at 8:00pm and concluding at 11:30pm. The Old Post Office is located at 433 W Van Buren Street in Chicago. The panel there will feature 2024 AICP Awards Curators and Winners from the marketer, agency, production and post production sectors who’ll highlight this year’s winners. The conversation will include a discussion about the winning work, including insights... Read More