Burn.Crash.Repeat.(BCR), a creative production and design studio, directed and produced a co-branded promo for Aveeno and Oprah Winfrey Network‘s (OWN) new series, “Visionaries: Inside the Creative Mind.” The series highlights iconic innovators in entertainment and the arts and brings viewers inside their creative process. OWN tasked BCR to design a spot that ties in the visionary aspect of the show with the positive transformative qualities of Aveeno’s products.
The challenge of the spot was determining the best visual metaphor to reflect a visionary’s ability to see how an extraordinary idea can transform an otherwise ordinary situation. Through a collaborative process with the creative teams at OWN and Aveeno, the idea of transforming an abandoned lot into a community garden became the central theme for the spot. BCR proposed designing a painterly illustrated look for the garden that bursts to life atop a real empty lot. The juxtaposition of these illustrations to the live action backgrounds proved to be the best representation of a transformative vision for a space.
Led by director and lead creative, Thomas Downs, the crew at BCR created a unique look for the illustrated garden that also incorporated the visual style and colors of the Aveeno brand, cleverly integrated throughout the finished spot. It was important to insure that the original environment and the vision for it remain distinguishable from one another. The story focused on showing the potential of the space in a dynamic way, not in actually changing it. So, finding the appropriate balance was crucial. The backgrounds were shot on-location in Los Angeles by noted cinematographer, Pat Notaro.
The spot airs on OWN with each episode of “Visionaries: Inside the Creative Mind” on Sundays 8pm/7pm Central. For more information on the show, go to www.oprah.com/own-visionaries/visionaries.
Credits
Title: “Visionaries: Inside the Creative Mind” promo spot
Client: Oprah Winfrey Network (OWN)
Creative Director, Emily Campion; Supervising Producer, Sheree Shu
Production Company: Burn.Crash.Repeat.
Director, Thomas Downs; Executive Producer, Greg Anderson;Cinematographer,Pat Notaro; Producers, Carr Donald & Steve DeVore
About Burn.Crash.Repeat.
Burn.Crash.Repeat. is a creative production studio focusing on design and visual effects-oriented projects for advertising and broadcast. Led by creative directors Greg Anderson and Thomas Downs, with an experienced team of designers, animators and filmmakers, the studio specializes in crafting compelling, visually exciting work for a variety of mediums. The studio has recently completed projects for a wide range of clients including MTV, Comedy Central, OWN, BBDO, McCann and The Escape Pod. www.burncrashrepeat.com
