A Hyundai Sonata hugs the road as other vehicles and objects all around it tumble through the air. In this topsy-turvy world, the Sonata stays on course. As the car drives off, upside down yet firmly on the thoroughfare, a graphic appears reading, “Rethink Everything.”
Credits
Agency: The Richards Group, Inc. Steve Levit, brand creative group head; Bob Brihn, art director; Tina Johnson, copywriter; J.R. Dixon, producer. Production Company: HSI Productions Gerard de Thame, director/DP; Fabyan Daw, Maddi Carlton, executive producer Editorial: Whitehouse Post Productions, Santa Monica Kevin Zimmerman, editor; Gail Butler, producer Visual Effects: Method Siggy Ferstl, colorist; Rhubie Jovanov, executive producer; Matt Moran, producer. Andy MacDonald, creative director/VFX supervisor; Andy Davis, lead compositor; Wensen Ho, Kelly Bumbarger, Sean Wilson and Simon Holden, compositors; Kurt Lawson, Cecile Tecson, Robert Tatum and Josh Bolin junior compositors; Andy Lesniak, Richard Wardlow, Mike Johnson, Marcus LeVere, Dave Carlson and Ron Griswold, Casey Schatz, Joshua Wassung, Brian Weaver, CG artists; Matthew McManus, D. Todd Davidovich, VFX executive producers; Robert Owens, VFX producer; Ananda Reavis, associate producer; Susan T. O’Neal, head of production.
Brady Corbet Makes Commercial Directing Debut With Bloomberg Media Campaign Out Of W+K NY
“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
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