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.
Client: 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
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