What do you do when NBC asks you to help launch its new series about a serial killer inspired by the New York Times bestselling novel “The Bone Collector?" 2C created a custom spot using the killer's voice for a chilling promo setting up the show's premise from his POV. They found an impactful way to introduce viewers to The Bone Collector by using a key detail from the pilot, a simple postcard he had written to Detective Lincoln Rhyme. It was this moment of Lincoln receiving the handwritten note that became the inspiration for the spot and this scene that got the team thinking about what could have been written in the note, which led to the fully first-person spot, a creative angle NBC welcomed. 2C had actor Brian F. O’ Byrne (The Bone Collector) voice the script, his taunting words give the audience insight into the characters’ history and the plot of the show.
NBC | EVP, On-Air Marketing & Video Creative: Ron Hayes, Vice President, Creative Services, Operations & Production: Noah Gallico, Associate Producer: Brandon Cruise
2C | President/Owner: Chris Sloan, General Manager, Senior Director of Operations: Nikki Coloma, Creative Director: Marni Wagner, Creative Director: Ben Frank, Editor: Jeff Morelli, Assistant Editor: Christian Santangelo
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