Studio’s design and post-production team works with retailer’s in-house creatives to produce a constantly updating mix of trend-setting content for its sophisticated in-store digital display system.
11 Dollar Bill is working with JD Sports to let New Yorkers know there’s a new brand in town. The post-production and design studio, with locations in Chicago and Boulder, Colorado, has been collaborating with the high-end athletic specialty retailer on an array of attention-grabbing video content for its flagship U.S. outlet in Times Square in New York City.
The content centers on JD Sports’ trendy athletic footwear and clothing and is displayed on large-scale digital windows on the store’s exterior and a 30-foot-high display atop its entrance. Stunning video material can also be seen inside the store across more than 100 LED screens, interactive kiosks and other devices, all controllable from a central location. New content is added continuously, as store merchandise changes. 11 Dollar Bill is kept busy designing and executing diverse material under the established brand theme. The studio provides motion graphics, animation, editorial, color grading and finishing services for the ongoing project. It also assists in coordinating live action production and music licensing.
JD Sports’ cutting edge video display system transforms the shopping experience and sets a new standard for athletic specialty retailers. “Everything centers on fashion and much of the content is seasonal,” says 11 Dollar Bill Managing Partner and Executive Producer Lisa Effress. “With spring approaching, we’re working on eye-catching updates to support exciting, new products.”
Conceptually, the content builds on JD Sports’ global brand with additional aspirational and international layers. “It has an elevated style, like visuals you find in fashion magazines,” observes Christian Robins, also a partner and the studio’s chief creative officer. “It’s intelligent and passionate.”
11 Dollar Bill spent months working with in-house creatives from JD Sports’ UK headquarters and JD Sports US in advance of the opening of the 32,000 square foot Times Square outlet last fall. “We collaborated with the store’s creative teams to create the look,” recalls Robins. “We also produced anchor elements and templates. It’s a turnkey solution that the store can use to generate new material quickly as new seasonal merchandise arrives or to support product launches. With the basic elements in place, we’ve become more efficient and more creative with the look.”
11 Dollar Bill has been working with JD Sports US on in-store digital content for nearly four years. Its first project was a video promoting athletic shoes that featured the popular hip hop trio Migos. “We’ve developed a great rapport with the creative team,” Robins says. “They come to us with boards or concepts and articulate their needs. Over time, we have developed a deep understanding of their brands and what they are trying to accomplish, and we are very quickly able to translate their ideas into visual representations and design elements.”
About 11 Dollar Bill
11 Dollar Bill is an innovative post-production studio specializing in creative design, editorial and finishing. Our internal talent and extensive creative network allow us to create custom teams tailored specifically to each project. This modular approach makes our workflow efficient, keeping us less reactionary and ready to create with you. We build lasting relationships with our clients because of the trust established by our expertise in editorial, high-end visual effects, motion graphics, 3D animation and the entire post process.
media
Sonic Branding For Social Media: Engage, Align, Connect
By Chad Cook -- With more than five billion people accessing social media daily, savvy brands understand the importance of cultivating a strong social identity. They devote massive resources toward brand awareness, audience targeting, content strategy and community engagement. Yet, while they know that social platforms are critical to boosting sales and attracting new customers, many neglect one of the most effective tools for connecting with consumers: sonic branding. Marketers often associate sonic branding with catchy mnemonics used by big brands like McDonald’s, Netflix and Intel in their advertising. But that is a very limited view of what sonic branding is and what it can do. Sonic branding is a way to build awareness and stimulate engagement across all touch points, from advertising to broadcast digital, in-person and social. And it’s not limited to members of the Fortune 500. Brands at all levels can benefit from a sonic identity that is memorable, engaging and reflective of its core values. Sound has been scientifically proven to be deeply tied to memory and emotion. There’s a reason that certain songs stick in your head and bring back memories formed years or even decades earlier. So, it’s surprising that sonic branding is often an afterthought in marketing plans. That is especially true in social media marketing. Faced with tight deadlines and strained budgets, creative teams are often tempted to select music for their content simply because it “fits.” Unfortunately, that may result in content that is in tune with what’s trending but is out of tune with brand identity. Effective sonic branding, by contrast, requires thoughtful strategic planning,... Read More