For cyber criminals, identity is the most vulnerable point of exploitable access. And for businesses, the identity of every employee represents a potential threat to the organization’s most precious secrets.
Boston ad agency Colossus explores these themes in a campaign for client CyberArk, a publicly traded information security company. CyberArk’s technology is utilized primarily in the financial services, energy, retail, healthcare and government markets.
Directed by Grammy Award-winning duo Dan Shapiro and Alex Topaller via production company Aggressive, the three effects-driven spots include this one in which a camera pulls back to show the daunting task of protecting a staggering amount of employees–in the face of the proliferation and manipulation of human identities, particularly with the surge in cyber attacks. CyberArk, though, can help companies protect information and their workforce.
To build the elaborate campaign effects, Colossus used a photogrammetry body imaging system, photographing actors with 162 synchronized Canon T7i 24.2 megapixel cameras. This created a highly-realistic and fully editable three-dimensional rendering of the cast; a technique used in 3D video games like “Call of Duty: Modern Warfare” and movies like “Bladerunner: 2049.”
Ryan Dalton, associate creative director at Colossus, said, “The surrealist tone, cloning, and splitting techniques allowed us to tell the complex story of identity proliferation in a really graphic way. We wanted to create something unique that broke free from the trite imagery typically seen in the cyber security space: hooded hackers in a dark room, glitching computer screens, and digitized security locks.”
CreditsClient CyberArk Agency Colossus Travis Robertson, Greg Almeida, executive creative directors; Ryan Dalton, Matt Cermak, associate creative directors; Rachel McEntee, Maverick O’Meara, studio; Brittaney Kelly, producer; Nicole Hollis-Vitale, executive producer; Jon Balck, managing director. Production Company Aggressive Alex Topaller, Daniel Shapiro, directors; Alex Mikhaylov, creative director/art director; Max Chelyadnikov, creative director; Alexander Aab, producer; Nadit Aslam, production manager; Dustin Pownall, post producer; Max Chelyadnikov, CG supervisor; Ivan Balen, photogrammetry. Music & Sound Design Zelig Sound
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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