What makes a superhero? This question is the concept behind a new promo for NBC Olympics' coverage of the Sochi 2014 Olympic Winter Games. NBC tapped 2C Media to develop the idea—one of several pitched to the network—and then work its signature motion design magic to capture that childlike wonder uniquely elicited by Olympic competition.
Beginning with already awe-inspiring clips of top athletes in action, 2C built its concept with graphics designed to play up the seemingly superhero qualities of Olympians: sheer speed, strength, heights reached, even to the point of having unseen wings. A tremendous undertaking, each of the graphics-enhanced scenes was rotoscoped, often by hand, a process involving multiple people and an average four days of manpower. The script, a true collaboration between NBC and 2C Media, was brought to life through an evocative, powerful voiceover by actor Giancarlo Esposito (“Revolution,” “Breaking Bad”).
SPW Credits
NBC:
Chief Marketing Officer NBC Sports Group: John Miller, VP/Creative Director: Joseph Lee; SVP, Olympics Marketing: Barbara Blangiardi, Coordinating Producer: Justin Greenlee
2C Media:
Executive Producer: Chris Sloan, Producer/Writer: Ben Frank, Lead Editor: Omar Chavez, Editor: Julia Soto, Design Director: Luis Martinez, Animator/VFX Artist: Dmitri Zavyazkin, Animator: Carlos Cotte, 3D Artist: Jorge Lega, Rotoscope Artists: Adam Rush, Dmitri Zavyazkin, Adrian Dgerotxxo, Paula Molina, Coordinator: Nikki Coloma, Audio Engineer: Cesar Haliwa
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
