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    MAKE and Swanson Russell Go Outside The Lines For New Blue Cross Blue Shield Campaign

    By danny@makevisual.comUpdated:No Comments1639 Views
    Minneapolis, MN -- (SPW) --

    MAKE, Minneapolis based design and animation firm collaborated with Swanson Russell to create first completely animated campaign for Blue Cross Blue Shield (BCBS.) Three all new thirty second spots for Nebraska broadcast highlight a new visual style, bringing a sense of innovation to the BCBS brand and renewed relevance to today’s insurance consumer.

    Swanson Russell swiftly approached MAKE on the fully animated project. “There was a lot of back and forth initially as the design, storyboards and characters were developed,” said Danny Robashkin, Creative Director at MAKE. Each story uniquely expresses why having a BCBS insurance card is “One less thing to worry about.” “Animation is new for BCBS, it really broke down the clutter and got them out of the typical,” explained Ed Salem, Creative Director, “Animation made it more approachable and it worked really well with the tag line.”

    MAKE enjoyed ample creative freedom during the project. “Swanson Russell knew
    exactly what they were trying to achieve as far as feel and message was concerned, but gave us the freedom to explore and help develop the style.” stated Robashkin. “The little things they added as animators were very cool.” said Patrick White, Producer. Salem agreed, stating, “We just felt like MAKE was going to take care of us, there was a lot of passion with their work.”

    “Final designs became a blend of Disney influence and naturalism,” stated Andrew
    Chesworth, Director & Lead Animator at MAKE, “As a fan of traditional hand-drawn
    animation and modern motion graphics; it was exciting to make the old new again.” “It was a great opportunity to push the quality and refinement of the traditional cel animation we usually do,” added Robashkin. Their result promoted BCBS’s evolved brand identity. “Animation really changed BCBS’s look and feel, they’ve really changed who they are,” explained White.

    Shared trust was vital to the campaign’s success. “MAKE almost read our minds to the point where we loved pretty much every thing they showed us,” explained White, “It almost allowed us to let MAKE do it on their own; they did such a good job, there was a high comfort level.” Chesworth agreed, “I’m incredibly grateful and appreciative of the open-mindedness Swanson Russell had toward our approach. It’s always wonderful when production artists are teamed with eager, collaborative clients whose vision is clear. The end results are something everyone is proud of and glad to have worked on.”

    MAKE is a design and animation firm. Creatively enhancing messages for brands and
    companies of all sizes is their drive. MAKE‘s expertise ranges from motion graphics to high-end 3D animation and everything in between. Collaborating from start to finish, MAKE creates compelling visual solutions to any obstacle.

    Links to spots:

    http://www.makevisual.com/work.php?page=bcbs.php#video1
    http://www.makevisual.com/work.php?page=bcbs.php#video2

    The credits for the project are:

    Agency: Swanson Russell
    Creative Director/ Art Director: Ed Salem
    Producer/ Copywriter: Patrick White

    Animation: MAKE
    Creative Director: Danny Robashkin
    Director / Lead Designer and Animator: Andrew Chesworth
    Animators: Aaron Quist, Sara Pocock, Justin Weber, Niklas Norman, Ryan Thompson, Sofia Chan, Joe Kim
    Background Artists: Alec Mueller, Andrew Chesworth, Aaron Quist
    Compositors: Andrew Chesworth, Aaron Dabelow, Joe Kim, Kevin Wisdom
    Producer: Danny Robashkin
    Music: Steve Horner (Horner Music)

    Contact:

    Oren Robashkin MAKE 12 South 6th Street, Suite 830 Minneapolis, Minnesota, 55414 612-465-8720 oren@makevisual.com www.makevisual.com

    SPW Category:Visual Effects and Animation

    Liz Charky Directs a Playful and Reflective Video For Henry Hall’s “Tiny Door”

    Thursday, November 14, 2024
    Henry Hall - Tiny Door

    Directed by Liz Charky, the music video for Henry Hall’s ‘Tiny Door’ is a playful and profound exploration of the song’s intriguing perspective on love. Silly moments and serious heartbreak are skillfully weaved together in a series of cheeky, dreamy, profound, and sometimes psychedelic scenes. “I am a huge fan of love songs that have an unusual, hyper-specific perspective on love,” says Hall. “That’s what I wanted to do with ‘Tiny Door.’ It’s about loving someone unconditionally while recognizing that love is something that isn’t always straightforward — I think that’s something we all attempt to come to terms with in our lives. I thought it was a unique yet universal detail about love and therefore an intriguing subject matter for a song. Even though the song is a ballad at its core, it still has a lighthearted sense of humor to it — that’s really portrayed well by Liz, and Ellin Aldana, our cinematographer.” Charky explains, “When I first listened to the song, I felt it was a love song full of longing with a kind of wishful melancholy. As I spoke with Henry about his intention behind the lyrics and sound, I was assured that I'd need to explore heartbreak in a nuanced way – with a degree of levity and playfulness. For me, falling in and out of love runs the full course of human expression. Love and heartbreak can be so emotionally intense and sometimes lonely, other times quite goofy or liberating. In developing the concept, I focused on both the literal and figurative ways that falling in and out of love might look like. So, you see Henry and co-star Franny Arnautou falling, flying, dancing, raging, winking, smiling, and... Read More

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