A dazzling chorus line and holiday cheer shine in a dynamic, two-spot campaign for UGG created by Timber for renowned advertising agency M&C SAATCHI LA. Classic boots are the new soft shoe in this festive dance-driven spectacular. Working closely with the agency creative team, Timber artfully designed and directed the holiday campaign with the visual flair of synchronized dancers against a sparkling winter white environment. Timber began the process with traditional pencil boards to develop the foundation for the campaign’s bombastic, kinetic action. The drawn movements were translated into the vocabulary of dance by choreographer Becca Sweitzer, who was integral in casting the spots’ performers. To create the illusion of an expansive chorus line of dancers, Timber used long lensing and sweeping camera movement to selectively frame the action and provide further dynamics to each dance-driven story.
Agency M&C SAATCHI LA
ECD was James Bray
Creative Director: Ron Tapia
Copywriter: Emily Ozan
Art Director: Melissa Riggs
Producer: Jennifer Weinberg
Account Director: Rebecca Weaving
Production Co: Timber
Creative Directors: Kevin Lau & Jonah Hall
Executive Producer: Chris Webb
Head of Production: Michael Theurer
Editor: Harvey White
Lead Flame: Chris DeCristo
Lead Compositor: Nicholas Hiegel
Compositors: Julie Jang, Daniel Raschko, Brian Begun, Krystal Chinn, Eric Almeras, Josh Bolin
CG Animator: Eric Pender
Choreographer: Becca Sweitzer
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