Creative services agency 99 Tigers recently produced the launch campaign for “The Face,” Oxygen’s new model competition series featuring catwalk all-stars Naomi Campbell, Karolina Kurkova and Coco Rocha. rnrnDirected by Glenn Lazzaro, creative director of 99 Tigers, the promos capture the professionalism behind the glamour of modeling. To ramp up the drama, off-screen voices of Naomi, Karolina and Coco tout their skills in finding the next great face of fashion. The competing supermodels share their trademark moves and tips to perfect their teams’ performances. rnrnrnClick here to “The Face” broadcast promo online.rnrn”Glenn and 99 Tigers were our go-to choice for ‘The Face,'” says Jane Olson, SVP Marketing & Brand Strategy at Oxygen Media. “Their creative approach, smooth working style and beautiful art direction were a perfect match for this show.”rnrn”One thing about supermodels is that they’re pros,” notes Lazzaro. “Naomi, Coco and Karolina came onstage ready to nail it.”rnrn”Our goal was to show all of the work that goes into modeling,” says David Seeley, creative director at 99 Tigers. “The show is called ‘The Face,’ but it takes more than a pretty face to be a supermodel. We tried to bring that out with this campaign. We talked with the models and researched their careers to gain insights about the industry, infusing what we learned in everything we shot.”rnrn99 Tigers shot the supermodels and their teams in a two-day, multi-stage production at Broadway Stages in Brooklyn during Fashion Week. The set design included a 40-foot-wide stylized mural of a face, created from dozens of photo-based illustrations of numerous models’ eyes, lips, and cheeks. Three runways thrust out of this "face background," allowing the supermodels and their teams to own their own territory.rnrnA key intrigue of "The Face" is that one model contestant will become the face of a major brand — a life-changing career step for a model. To keep the ultimate face a mystery, Lazzaro and his production team used various techniques to obscure the contestants’ identities.rnrn"Early on in the campaign, the focus will be on the supermodels," concludes Lazzaro. "Oxygen didn’t want to give away who the finalists might be. So we used lighting techniques and staging to showcase the contestants in a teasing, dramatic way."rnrnCreditsrnClient: OxygenrnSVP Marketing & Brand Strategy at Oxygen Media: Jane OlsonrnSVP/Creative Director: Roger GuillenrnDirector of On-Air Promotion: Torrey BellrnSr. Print Designer: Alison RobertornProduction Manager: Stacy FriedmanrnArt Director: Alan ChengrnSr. Motion GFX Designer: Rob ReinhardtrnSr. Producer: Wendy BronfeinrnrnCreative Agency: 99 TigersrnDirector: Glenn LazzarornCreative Director/Writer: David SeeleyrnExecutive Producer: Molly Christie BensonrnDP: Pierre RougerrnrnAbout 99 Tigersrn99 Tigers is a creative services agency serving America’s leading TV networks and entertainment brands. Based in New York, LA and Dallas, we deliver strategic creative from concept to production to post. We brand and promote with a focus on live-action on-air spots and kick-ass sales videos. Recent clients include Bravo, Oxygen, Microsoft, truTV, MSG Networks, CBS, TeenNick, MLB Network and Univision. Got a brand? Let’s make it roar. www.99tigers.comrn
Michele Lu Kumar Priya PR 310.922.0464 Contact Michele via email
Union’s Tim Thornton-Allan Edits Santa’s ‘Naughty List’ for Toyota
We may not get a second chance to make a first impression, but when the opportunity presents itself to right our wrongs in time for Christmas, we should seize the moment. In a new holiday spot for Toyota, a little boy realizes he is probably on Santa’s “Naughty List” and resolves to do something about it. The spot was created via Conill Advertising, produced by MJZ, directed by Fredrik Bond, and edited by Tim Thornton-Allan of Union Editorial/Los Angeles and Marshall Street Editors/London. Watching a program on his iPad in the back seat of his dad’s Toyota Tundra, our young protagonist receives a warning: “If you’ve been naughty, Santa won’t bring you any presents.” The lad wastes no time: “Papa! Turn back!” he commands. Father and son proceed to make the rounds, stopping at school, the neighbors, and elsewhere around the neighborhood, to set things right and deliver apologies. The boy even goes so far as to make amends with his little sister - returning the head of a favorite doll. The child’s restitution has the desired effect, and on Christmas morning, he receives exactly the gift he’d asked for. Judging by what he does next, he may have his work cut out for him next year, but we can all just take things one “Naughty List” at a time. Read More