In honor of Bausch & Lomb’s 5th annual Biotrue Challenge, digital agency Digital Pulp partnered with creative concept and production studio Sweet Sadie to bring “Biotruths” to life with humor and originality. Biotrue delivers keep you from experiencing a “Biotruth moment” — comically awkward moments that can occur when contact lenses tire before you do. Sweet Sadie, a hybrid company that originates and executes ideas, concepted the video series, tapping into its vast network to find the right directing voice in Stephen Pearson. Improv actors were cast to inhabit narratives targeting Millennials’ media-focused lifestyle. From binge watching, to being addicted to your phone, to gaming like a rockstar (instead of working), the Biotruth campaign features sometimes painful realities that can take a uncomfortably funny turn with tired, dry eyes.
Agency: Digital Pulp
Creative Director: Gene Lewis, Account Director: Susan Reiter, Management Supervisor: Amanda McCormick, Account Supervisor: Marissa Cinelli, Account Executive: Rachel Rottenberg
Creative Partner/Production: Sweet Sadie
CD/ EP: Rachel Lederman, EP: Xavier Melendez, CD/Writer: Jay Sandusky, Director: Stephen Pearson, DP: Noah David Smith, AD: TJ Sansone, Producer: Will Tatum, Production Designer: Ryan Cooper, Art Director: Mike Blain, Wardrobe: Heather Howard, Ward. Asst. Dorothy Carlton, Editor: Charlie Cusumano, Assistant Editor: Mickey Todiwala, VFX: Eddie Wiseman, Sound Design: Pomann Sound, Bob Pomann and Justin Kaupp, Colorist: Matthew Rosenblum
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