Created by VITRO, with production and post by Haymaker VFX, “Nature of Discovery” marks a first in terms of its execution via a combination of Unreal Engine and traditional render methods. Our journey begins in a mystical yet photoreal forest that gives way to the badlands, camera moving to magical touches like a butterfly “kissing” foliage in bloom. The flowers are hearts and clovers, which is a tipoff, but the spot evolves so seamlessly, even a redwood becomes a tower of poker chips without fanfare. A stream leads to a waterfall, and only then are we treated to the reels of a slot machine, spinning behind the water as if ordained by nature.We are 20 seconds into the :30 “Nature of Discovery,” before it is revealed to us that this is an ad for the Yaamava Resort & Casino in San Bernardino, CA.
Client: Yaamava Resort & Casino
Agency: VITRO Agency
Producer: Amy Krause
Creative Leads: Mike Brower, Vic Camozzi
Production/Post: Haymaker
VFX Executive Producer: Leslie Sorrentino
Producer: Rickard Germundsson
Creative Director: Magnus Engsfors
Lead Unreal Artist: Henrik Skymne
The Undeniable Voice of Art
Creative Growth, the first organization dedicated to supporting artists with developmental disabilities, has teamed up with creative marketing company, John McNeil Studio to unveil its new brand. Representing 50 years of elevating the work of artists with disabilities within the arts community, Creative Growth’s new brand campaign includes a new identity and logo, new positioning, brand film and a redefined strategy centering on the ‘undeniable voice of art.’ Creative Growth’s evolved brand is at the forefront of a shift towards art that stands for the inherent reveal — the power of artistic expression to bring understanding and connection to us all. The brand’s new expression includes unobtrusive color and design choices that purposely don’t compete with the voice of the artist and instead, serve as a container for the art to have a voice of its own. Executive Creative Director, Gerald Lewis of John McNeil Studio explains “We needed to create a powerful, distinctive voice for the brand. But, it couldn’t compete with the voice of the artists because in the end, the art has to speak. It had to be simple, honest and genuine, in line with the mission of Creative Growth. Artists will spend 30 years making work, honing their craft and following their voice inside this space. We wanted to celebrate that. So, while the mark, the brand, is simple and honest, it’s also expansive and energetic.” Kicking off the new brand campaign is a short film capturing the voice of artist William Scott as he walks through downtown Oakland and enters... Read More