When Genesis unveiled the GV80 Concept, its next generation concept SUV at the recent New York International Auto Show, it treated its audience of automotive influencers and media to an extraordinary event: an evocative black and white film, “Act of Genesis,” accompanied by a live performance of the new single from the Universal Music recording star Andra Day.
This performance of Day’s new song, “Amen,” provided the soundtrack for the film and featured many of the same performers and musicians seen in the film itself, which was a celebration of the originality and creativity of the New York performing arts scene. As it ended, a screen rose in the hall at the Javits Center to reveal the latest Genesis concept car, which was introduced by Genesis Global Brand Chief Manfred Fitzgerald.
The concept of using Day’s new song – to be released on her next album – as the soundtrack for a film that highlights the cultural and artistic vibe of New York came from INNOCEAN, the Genesis agency, and its Chief Creative Officer, Eric Springer. He led an agency team that included Joe Reynoso, ACD, Victoria Guenier, Director of Content Production, who worked closely with TheBridge.Co, the New York content company that specializes in connecting artists with brands. TheBridge.co produced the film, which was directed by the boutique’s founder, Mike Jurkovac. Tapping its contacts in the music industry, TheBridgeCo opened doors to Andra Day’s management and label, putting the wheels for the project in motion.
SPW Credits
Client: Genesis USA Erwin Raphael, General Manager Kate Fabian, Senior Marketing Manager
Agency: Innocean USA Eric Springer, CCO Tim Blett, COO Bob Rayburn, VP Group Creative Director Joe Reynoso, Assoc. Creative Director Bret Ridgeway, Assoc. Creative Director Victoria Guenier, Producer Stephanie Godfrey, Group Brand Director Ann Davis, Director Business Affairs Sheila Barrand, Business Affairs Manager
Production Company: TheBridge.co Michael Jurkovac, Director Igor Kovalik, EP/Editor/2nd Unit Director Bill Boyd, Producer Gary Koepke, Producer/Art Director Printz Board, Producer/ Musical Director Mindy Lubert, Line Producer Nick Stergiou, Production Supervisor Amanda Summers, Production Supervisor Production Coordinator, Laura Bayless Sam Wooten, DP Cho Cho Kim, Stylist Maleek Washington, Choreographer Paul Kelly, Additional Editorial Tony Scharko, Assistant Editor Lisa Gimenez, West Coast Sales
Artist Management: Buskin Records Jeffrey Evans, Manager Josh White, Manager Myriam Santos, Creative Director
Post Production: The Mill Julia Moore, Senior Producer Jade Kim, VFX Supervisor Melanie Wickham, Producer Mikey Rossiter, Colorist
Cast of Performing Artists: Andra Day, Singer/ Songwriter Charles Jones, Piano Shay Godwin, Cajon Professional Performing Arts Student Choir Eru Matsumoto, Cellist Printz Board, Trumpet Michael Angeloe, Baby Grand Pianist J Michael, Guitarist Havoc, Flex Dancer Reggie Talley, Cajon Jared Crawford, Bucket Drum Lucy Graves, Upright Piano Madison Carrion, Ballerina Blackfire, Percussion
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
