There’s what you’ve heard… and there’s how it really happened, teases the newest promo for “How It Really Happened,” an HLN Original primetime series debuting its sixth season on March 14. Longtime creative partner 2C 2.0 was enlisted by CNN Creative Marketing to deliver the extensive on-air marketing campaign. A true collaborative effort, the teams were in sync for every step of the process, with Bill Platt leading the creative on CNN’s end. In approaching the campaign, 2C focused on what sets “How It Really Happened” apart from other similar docuseries, using the editorial language and visual elements to demonstrate this quite literally. The agency created a graphic device that starts with floating headlines and audio clips of “what you've heard” in the news before diving deeper into teasing what viewers actually haven't heard in the second half of the spot. “This series is special in the way it gets beyond the headlines most people see to reveal that there’s so much more behind every story. By focusing on this differentiator, both editorially and visually, we were able give the new season a distinctive feel while getting to the heart of the show’s appeal to viewers,” said 2C Creative Director Cheryl King. “I really enjoyed getting to help see it through from ideation to completion.” 2C, which had actually teamed with CNN to promote two prior seasons of “How It Really Happened,” delivered a Season 6 on-air marketing campaign consisting of a launch promo and six episodic spots (all with cutdowns), as well as a topical graphics package. Hosted by critically acclaimed actor Hill Harper, the HLN Original primetime series “How It Really Happened” delves deeply into some of the most notorious crimes, mysteries, trials and celebrity tragedies of our time. Season 6 premieres at 9 p.m. ET/PT, Sunday, March 14, 2021.
CNN Creative Marketing: SVP, Creative Marketing & Brand Standards: Rick Lewchuk VP & Group Creative Director: Whit Friese Sr. Director, Production: Matt Barnett Senior Writer Producer: Bill Platt Senior Production Manager: Nichole Goralnik Production Resource Manager: Denise Patierno 2C 2.0: President/Owner: Chris Sloan Operations Manager: Bob Cobb Creative Director/Writer: Cheryl King Video Editor: Jesus Martinez Designer: Nick Ford Animator: Jessica Musumeci Sound Design/Mix: Cesar Haliwa & Andy Stermer
The Undeniable Voice of Art
Creative Growth, the first organization dedicated to supporting artists with developmental disabilities, has teamed up with creative marketing company, John McNeil Studio to unveil its new brand. Representing 50 years of elevating the work of artists with disabilities within the arts community, Creative Growth’s new brand campaign includes a new identity and logo, new positioning, brand film and a redefined strategy centering on the ‘undeniable voice of art.’ Creative Growth’s evolved brand is at the forefront of a shift towards art that stands for the inherent reveal — the power of artistic expression to bring understanding and connection to us all. The brand’s new expression includes unobtrusive color and design choices that purposely don’t compete with the voice of the artist and instead, serve as a container for the art to have a voice of its own. Executive Creative Director, Gerald Lewis of John McNeil Studio explains “We needed to create a powerful, distinctive voice for the brand. But, it couldn’t compete with the voice of the artists because in the end, the art has to speak. It had to be simple, honest and genuine, in line with the mission of Creative Growth. Artists will spend 30 years making work, honing their craft and following their voice inside this space. We wanted to celebrate that. So, while the mark, the brand, is simple and honest, it’s also expansive and energetic.” Kicking off the new brand campaign is a short film capturing the voice of artist William Scott as he walks through downtown Oakland and enters... Read More