Launching an all-new season of its popular “Hard Knocks” franchise, HBO turned to 2C for another promo campaign, the companies’ third such collaboration on the series, which this time features the Atlanta Falcons. 2C was asked to run with HBO concepts for two spots, one highlighting the faces of those competing for coveted positions on the team’s roster and the other focused on the numbers. The goal was to build anticipation for the new season by capturing and conveying the intensity of the NFL training camp experience and the sheer talent and tenacity it takes to make the cut.
"Faces" uses 3D modeling effects to show how training camp transforms the players as they withstand trial and tribulation in their hopes of making the team. "Numbers" combines compelling statistical graphics and real training camp footage to break down the level of competition.
SPW Credits
"Hard Knoocks" Faces
HBO Creative Director – David Roofthooft, Senior Writer/Producer/Director – Noah Lerner, Writer/Producer – Patrick Cullert, Director of Photography – Jeff Sutch, Line Producer – Damien Vena
2C Chief Creative Officer – Chris Sloan, Senior Producer – Ben Frank, Creative Director – Brian Eloe, Editor – Omar Chavez, Design Director – Omar Acosta. VFX Compositor/Colorist – Dmitri Zavyazkin, Compositor – Bob Cobb, Rotoscoper – Akel Issa, Sound Design – Jeff Morelli, Designer/Animator – Adam Singer, Animator – Marlon Pacheco
"Hard Knoocks" Numbers
HBO Creative Director – David Roofthooft, Senior Writer/Producer/Director – Noah Lerner, Writer/Producer – Patrick Cullert, Director of Photography – Jeff Sutch, Line Producer – Damien Vena
2C Chief Creative Officer – Chris Sloan, Senior Producer – Ben Frank, Creative Director – Brian Eloe, Designer/Animator – Kevin Liotti, Editor – Adam Cronan, Sound Design – Jeff Morelli, Audio Engineer – Cesar Haliwa
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
