The artists and producers from international production company and design studio Brand New School (BNS, www.brandnewschool.com) are very proud to announce their role in designing and producing several key artistic elements debuting June 7 at the 2011 AICP Show, The Art & Technique of the American Commercial. The annual program, hosted by the Association of Independent Commercial Producers (AICP), premieres each year at New York’s Museum of Modern Art (MoMA), before travelling on to high-profile venues in Los Angeles, San Francisco, Minneapolis, Dallas, Chicago, Atlanta, Boston, Miami, and Richmond over the weeks to come.nnFor 2011, BNS art director Christopher Palazzo and his colleagues created the show graphics packaging for this year’s 20th anniversary AICP Show, while developing and programming the thematically related, 40-foot interactive installation set to debut in MoMA’s Abby Aldrich Rockefeller Sculpture Garden at the June 7 event.nnnTo view this video online at Vimeo click here.nn”Since this is the 20th anniversary AICP Show, we thought it would be fun to highlight some of the best moments throughout the years,” Palazzo began. “After spending just ten minutes in the footage archives, it was clear that we needed the graphic design of the package to take a back seat to the 20 years of seminal content. We wanted to remind people of these achievements, framing it through a design that — like the content itself — broke some rules but felt very modern.”nnFor the rich media installation, BNS developed a proprietary machine-vision application, programmed by its very own School of Interactive Media (BNS/SIM) interactive director Justin Bakse, along with lead developer Greg Schomburg and others. The installation instantly delivers excerpts from hundreds of AICP archive spots to all who approach it. “The wall presents an animated attract loop that spans the full canvas of 40 displays,” said Bakse. “As guests walk up to the installation, individual monitors near them display reels showing iconic AICP Show moments from each year.” nnThe display system for the interactive installation designed and fabricated by McCann Systems of Edison, NJ, features the award-winning Christie(R) MicroTiles(TM) from Christie Digital Systems USA. This is the second year that these two cutting edge companies have joined forces using the MicroTiles System to showcase work for AICP and the advertising industry at MoMA. nn”A benchmark year like the 20th anniversary of the AICP Show is bringing out the very best in everyone, as evidenced in the submissions and honorees for this year’s Show and Next Awards. The enthusiasm at this time in our industry, with all of the possibilities on the horizon, gives the perfect opportunity to take a moment to reflect on the evolving craft of the motion image in marketing communications,” said Matt Miller, AICP President and CEO. “Watching the creations of BNS come together over the last months for this year’s titles, and experiencing the interactive installation, is a dream-come-true for those of us who love and honor American Commercials, and the AICP Shows. These works of art from BNS are wonderful tributes to everything the AICP represents, and their collaboration with McCann Systems continues to be an amazing experience.”nnAt the BNS studio in New York, Palazzo and editor Eli Marvos artfully drew from the AICP Archives to create poignant, entertaining sequences using Final Cut Pro, while designers Freddy Arenas, Scott Balles and other artists created original graphics and animation using Adobe Creative Suite and After Effects. nn”The guys at Sacred Noise came through with an incredible custom track for the open,” Palazzo said. “They loved what we were up to. It’s great when people can meet on the same turf and create amazing results.” nnAfter tomorrow night, the BNS/SIM interactive installation will travel on to select AICP Show venues. Also worth noting, last year BNS designed the visual identity system and presentation graphics for the Next Awards, a featured presentation of the AICP Show honoring and examining the best in marketing communications, while also earning top honors in the Next Awards Experiential category for their innovative project promoting Monday Night Football on ESPN. nnIn addition to Palazzo, Bakse, Schomburg, Arenas and Balles, credits for BNS also include founder and executive creative director Jonathan Notaro, managing director Danny Rosenbloom, executive producers Devin Brook and Jason Cohon, producers Madison Brigode and Joe Balint, animators Hye Sung Park and Raymo Ventura, and production coordinator Zoe Beyer.nnFor more information on AICP and the AICP Show, please visit www.aicp.com.nnAbout Brand New SchoolnWith offices in New York, Los Angeles and London, Brand New School is a vertically integrated production company and design studio that delivers extraordinary media on all platforms. Offering a new model for creative digital production, we are filmmakers, developers, designers, animators, editors, illustrators, and producers dedicated to driving communications to new heights. Akin to leading academic institutions, our guiding philosophies prize experimentation and learning, and our commitment to discovering the best ideas for our clients is absolute. For more information, please visit www.brandnewschool.com.nnCreditsnClient: Association of Independent Commercial Producers (AICP)nPresident/CEO: Matt MillernnProduction Company: Brand New SchoolnExecutive Creative Director: Jonathan NotaronManaging Director: Danny RosenbloomnExecutive Producers: Devin Brook, Jason CohonnArt Director: Chris PalazzonDesigners: Freddy Arenas, Scott BallesnAnimators: Freddy Arenas, Scott Balles, Hye Sung Park, Raymo VenturanEditor: Eli MarvosnProducer: Madison BrigodenProduction Coordinator: Zoe BeyernnOriginal Music: Sacred Noise
Roger Darnell DWA for Brand New School Phone: 1.828.264.8898 Contact Roger via email
Stephen Arnold Music Delivers Dynamic Sonic Branding For The Debut of TGL Presented by SoFi
Stephen Arnold Music (SAM) created original music and sonic branding for TGL presented by SoFi, the first-of-its-kind team golf league that debuted this winter in prime time on ESPN to huge viewership and great acclaim. The global leader in sonic branding, SAM collaborated with TGL’s Brand & Creative team to provide music for the league’s electrifying opening title sequence, featuring DJ Khaled, as part of a comprehensive broadcast package that also included a full-length theme, beds, promos, bumps, idents and other elements. Founded by TMRW Sports, TGL is a three-on-three competition involving teams of top players from the PGA TOUR. Matches air and stream exclusively on ESPN platforms in the U.S. and 130 countries worldwide. Three matches from the SoFi Center in Palm Beach Gardens, Fla., have peaked at more than 1.1 million viewers. The opening theme kicks off the broadcast in a big way, combining dazzling graphics and clips that feature TGL’s tech-infused venue, some of golf’s biggest stars, and DJ Khaled introducing the broadcast and that night’s primetime match-up. The music is distinctively modern, high energy and infectious. “It sets the mood and creates a feeling of anticipation,” says SAM president and creative director Chad Cook. “Just as TGL is unlike any other event in golf, the music is original and unexpected with tempo changes, big drops and strong hooks. The goal is to get people pumped up for two hours of exciting action.” “We were inspired by the energy and uniqueness of TGL,” observes Cook. “The visuals are amazing and complement the sound design to brand the whole experience. TGL is produced live in front of a large and enthusiastic audience, and we wanted to capture that vibe so that viewers feel as though... Read More