Igniting the ambition of California and shining a light on the University of California system’s powerful impact on society was the call to action from which the Onward California public outreach was created. Like the UC System itself, Onward California engages with audiences with a style that is dynamic, playful, inventive and multifaceted. nnUC’s Marketing Communications Director Jason Simon and Creative Director Vanessa Correa took an approach unique to higher education campaigns; one that connects to the hearts and minds of audiences by utilizing methods from both consumer advertising and the best of higher education marketing. This point of view informed the breadth and depth of the outreach including a bold brand identity spectrum, a docu-series, television brand spot, digital campaign, print and online media, and an experience design tour. nn”We want to ensure that Californians understand the unexpected, daily ways UC plays a role in their daily lives,” says UC Marketing Communications Director Jason Simon. “The campaign had to reflect this thinking, to reach and inspire audiences through many connection points.”nnnnThe driving creative and strategic force behind the campaign, Jason Simon and colleague Vanessa Correa selected expert partners as collaborators to develop and produce the many elements of Onward California including branded content company The D4D, advertising agency 160over90, and experience design company Grow Marketing. nnAs highlighted on www.onwardcalifornia.com, the UC System connects to every sector of our society. The documentary brand film series, presented on the Onward website and other outlets, features passionate and compelling thought-leaders and innovators whose accomplishments touch our daily lives. These inspiring stories were seamlessly woven together in the anthem television commercial airing on prime time and during UCLA and Cal Football broadcasts. The message is reinforced in newspaper and magazine print ads, as well as digital and social media campaigns. The only large-scale banner in security at the Oakland Airport reads, “By the time you reach your destination, we’ll probably have a new invention.” During the Onward California experiential tour, visitors celebrate UC in various interactive components on the theme of “I Believe In UC”; Gelato bars in signature custom flavors representing each of the 10 UC campuses were served from a branded food truck. nnnnThrough these many facets, and others launching in 2013, the campaign honors UC with an authentic voice and relevancy for today’s audiences. It also reinforces the UC System’s promise to demonstrate its public value by showing the way for the state, the nation and the world through a commitment to research, excellence and California. The UC System—which includes eight of the world’s top 50 public universities, five preeminent hospitals, nearly 200,000 students and 220,000 employees, and 1.6 million alumni — embodies California’s vibrancy and culture of innovation; a core message throughout each communication. nn”The University of California System occupies a place in making the world better,” concludes UC Creative Director Vanessa Correa. “I couldn’t find a more inspiring organization to support.”nnTo learn more about Onward California, please visit www.onwardcalifornia.comnnCreditsnTitle: University of California “Identity”nClient: University of CalifornianMarketing Director: Jason SimonnCreative Director: Vanessa CorreannAgency: 160over90nnProduction Company: The Department of the 4th Dimension (The D4D)nCCO, Director: Matt CheckowskinExecutive Producer: Tim FischernProducer: Chris RuiznDirector of Photography: Keith Dunkerley, Aaron ProctornnPostproduction: The Department of the 4th DimensionnEditor: Leander RappmannnnOnline: 1pt1 VFX, Duy NguyennnMusic: MusikvergnuegennComposer: John Luker nnnTitle: “Onward California Stories”nClient: University of CaliforniannBranded Content/Production Company: The Department of the 4th Dimension (The D4D) nCCO, Director: Matt CheckowskinExecutive Producer: Tim FischernProducer: Amber VentrisnDirector of Photography: Keith DunkerleynProducer, Digital Distribution: Kerith LemonnMedia Relations: Lauren GlassbergnnPostproduction: The Department of the 4th DimensionnEditor: Leander RappmannnnSound Mix: Lotus Post
Jessie Nagel @ Hype 310.839.9834 x102 Contact Jessie via email
Goldcrest Post Speeds Delivery of “Severance” Season Two
The New York Times recently wrote that the just-released Season Two of Severance will “blow your mind”—and we couldn’t agree more. Created by Dan Erickson and Ben Stiller, the Apple TV+ drama is smart, spellbinding, distinctly original and packed with surprises. For those who aren’t already devoted fans, the show centers on Mark Scout (Adam Scott), leader of a team at Lumon Industries, whose employees have undergone a “severance” procedure that surgically divides their memories between their work and personal lives. Goldcrest Post provided post services for both seasons of the show, including picture editorial support, sound editorial, ADR and sound mixing. Editorial for Season One began in 2020. Due to the restrictions imposed by the pandemic, Goldcrest supplied both onsite production offices and edit suites, and remote editing systems for individual editors, with everything linked to a central server. "Mixing at Goldcrest with our team has been a great experience,” says Stiller. “Bob and Jacob are in sync with our creative process and so good at what they do that the experience is always one where it's about how we can enhance the creative vision, with a baseline of knowing everyone is totally committed to making something as good as it can be." Diana Dekajlo, the show’s co-producer, says that the arrangement worked so well, they chose to continue the hybrid approach for Season Two. “We’re a remote friendly show,” she explains. “Whether we’re at Goldcrest, our studio in the Bronx or at home, our workflow is seamless. I conduct remote daily meetings with my immediate staff, and weekly meetings with editorial and VFX, and we talk to each other as if we were just down the hall. It makes for great staff... Read More