The two-spot Abbott Labs campaign mixed by Digital Arts Rex Recker is an exercise in audio precision and elegance. The spots use specific visual metaphors: a room of mirrors from which the actor and a malevolent virus move about cautiously; and an elaborate waterfall that comes to a near standstill so the details of each droplet can be examined, to highlight the company’s crucial medical advances.
“In the ‘Infinity Room’ spot, the sound effect the virus makes as it floats around the room was a major creative concern,” Recker says, “especially when the actor grabs the virus and crushes it in his hands. That simple bit of sound deign took a while to come up with and everyone agree upon.”
SPW Credits
Client: Abbott Labs Project: “Infinity Room” (:30/:15) Divisional Vice President, Regional Marketing Strategy: Vivek Mohan, Divisional Vice President, Global Brand Strategy and Innovation: Chris Miller, Senior Director, Marketing: Mark Procop, Divisional Vice President, Strategic Marketing Operations: Sean McKenzie Advertising Agency: Purple Strategy Alexandria, VA Creative Director: Chris Julcher, Creative Director: Matthew Feloni Production Agency: Rogue Producer, New York, NY Founder, Executive Producer: Rob Farber Production Company: Mirada, Marina del Rey, CA Director: Mathew Cullen Editorial Company: PS 260, New York Alex Hagon: Editor Color Correct: Co3, New York Colorist: Sofie Borup Music: Sonixphere, Chicago, IL Creative Director: Greg Allen, Composer: Tony Effers, Sound Design: David van Slyke Audio Post/Sound Design: Digital Arts, New York Engineer/Sound Design: Rex Recker
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
