What began as a single spot assignment expanded not only into a multiple platform project but a multiple screen adventure for editor Eric Argiro of bicoastal Union Editorial, whose work for Covergirl and GREY Advertising is currently running on the American Eagle building in Times Square and at LA Live. Argiro cut the initial commercial, a :30 beauty spot cross-promoting THE HUNGER GAMES: CATCHING FIRE that premiered on the MTV VMA's. That was followed by a theatrical version to run in theaters during showings of the highly anticipated second film of the HUNGER GAMES franchise. Argiro next devised an editorial plan for a host of additional elements that had to be incorporated into separate pieces for Times Square and LA Live. Those installations went live November 1. The projects were directed by Daniel Jackson of The Bees and Honey.
SPW CreditsClient: P & G
Brand: Covergirl
Agency: GREY
Executive Creative Director: Mark Fina Executive Creative Director: Alice Ericsson Art Director: Lindsey Katon Copywriter: Nicole Handler Executive Producer: Stacy Towle Producer: Jimmy Wade SVP Account Director: Seema Patel VP Account Director: Ernesto James Account Supervisor: Lindsey Kantarian Account Executive: Courtney Cornelius
Production Co: The Bees and Honey
Director: Daniel Jackson
Post Production: Union Editorial
Editor: Eric Argiro Executive Producer: Caryn Maclean Producer: Susan Motamed After Effects: Chris Bialkowski
Beauty Clean Up & Typography: Box Studios
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