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
Blink, a provider of affordable smart home security, has launched an advertising campaign which features a light-hearted slice-of-life portrait of Maggie, a busy, cost-conscious mother who values more--more time with her loved ones, and more bang for her buck. The campaign was created by Merman and directed by Eva Michon.
Acting as creative agency and production company, Merman tapped into its deep well of creative talent, including screenwriters and copywriters as well as directors and producers to ideate for the brand. Blink was presented with a half-dozen creative ideas for the campaign. The winning concept was created by Merman’s managing partner Kira Carstensen and in-house creative director, Jack Taylor Cox.
“We loved working with the incredible creative team at Blink,” said Carstensen. “They took our ideas and made them better. I am a huge fan of the product, and now the people who represent it. We hope this is the first of many projects with them--showing consumers how they can get more with Blink.”
