Directed by Le Cube through Not To Scale New York, this animation piece follows how a woman would spend 140 hours in Miami if she had the chance, her roost being a luxury Hyatt Hotel, Miami Beach's The Confidante. The woman’s account was the winning entry–conveyed in 140 characters or less on social media (Twitter, Instagram or Facebook)–in Hyatt’s “Tell Your Tale” contest. She explores different aspects of what the beautiful, art-deco inspired oasis has to offer.
Agency MullenLowe turned to Le Cube, a directing collective who via 2D animation depicted the woman’s adventure, bringing to life the cosmopolitan charm of Miami along with its glamour, deploying a vibrant pastel color palette in an authentic graphic illustration style.
Credits
Client Hyatt Agency MullenLowe Mark Wenneker, chief creative officer; David Weist, Tim Vaccarino, executive creative directors; Myles Allpress, Ben Salsky, creative directors; Nick Mathisen, Lisa Mathisen, associate creative directors; Tyson Schmitt, art director; Eugene Torres, copywriter; Liza Near, exec director of integrated production; Zeke Bowman, director of broadcast production; Trisha Dowley, sr. producer; Jennifer Dwyer, assistant producer. Production Not To Scale New York Le Cube (Juan Manuel Freire, Ralph Karam), directors; Eve Strickman, exec producer; Angela Foster, supervising producer; Ralph Karam, executive creative director; Gustavo Karam, Juan Manuel Freire, exec producers; Antonela Castro, Larissa Miranda, producers; Sergio Kechu, animation director; Andrea Devia, illustration; Cintia Czeszczwik, Katherine Pyor, Sara Boix, Guy Charnaux, Nata Metlukh, Francisco Luque, animation; Nata Metlukh, Sara Boix, Guy Charnaux, Juliana Gorgati, Juliana Culaciati, Julieta Soloaga, Florencia Laurenzi, Francisco Luque, Katherine Pyor, Eugenia Casal, Patricio Rey, clean up; Jardeson Rocha, Jules Guerin, compositing. Music/Sound Design Cachorro Loco
“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
