The Fines–the husband-and-wife directing team consisting of Sean and Andrea Fine–wrapped this spot for the Smithsonian which in part promotes its new African-American History Museum in Washington, D.C. The piece is driven by the concept of new doors opening up to reveal new worlds and insights.
The Fines–who are with production house Superprime–are Oscar and Emmy winners. They directed Inocente which won the Best Short Subject Documentary Oscar in 2013, and Life According to Sam which earned a 2014 Primetime Emmy for Exceptional Merit in Documentary Filmmaking. The Fines landed their first Oscar nomination in 2008 for the feature documentary War Dance.
Credits
Client Smithsonian Production Superprime The Fines, directors/creatives. Editorial Union Editorial Einar, editor. Music Jeremy Bullock.
“The Contextualist,” the latest chapter in Bloomberg Media’s “Context Changes Everything” brand platform, debuts today (3/6), creatively distinguishing Bloomberg.com & the Bloomberg app subscription’s value for global business and government leaders. The new concept builds on the campaign’s foundation of context--the power of Bloomberg’s journalism to draw deft connections between its wealth of news, insights and data in every corner of the world.
Golden Globe and BAFTA-award winning filmmaker Brady Corbet (The Brutalist) directed three new spots for the campaign via magna studios in his debut helming brand commercials. This spot titled “The Price of Tea in China” takes a well-known and seemingly simple idiom and unpacks its complexity as an international business story in a 30-second journey. (The other two commercials are “Bird in the Hand” and “Rising Tides.” The “Context” campaign continues to be developed in collaboration agency Wieden+Kennedy New York.
“‘Context Changes Everything’ has become an important rallying point with consumers to remind them what’s unique about Bloomberg as we continue to double down on global news coverage for them,” said Julia Beizer, COO, Bloomberg Media. “‘The Contextualist’ moves the brand forward by personifying the prevailing ideas of intellect, curiosity and ambition. We’ve gained more than 100,000 subscribers in the time since we first launched the campaign in September 2023, and it remains an important driving element of our investment to continue growing and engaging subscribers in the years to come.”
“As my directorial debut in the world of advertisement, I’m proud of this work for Bloomberg and how it addresses the importance of... Read More
