To promote its 2018 “CMT Music Awards,” CMT called on trusted collaborator 2C Creative to take the network’s concept – the CMT Music Awards will blow your mind – beyond the figurative and, in a creative/playful way, convey the fun that differentiates this award’s show experience from all the others.
CMT EP for On-Air Promos Jeff Nichols asked 2C to put some real wind behind his idea, and 2C had quite the “blast” in the process! The agency combined the idea of a slo-mo photo booth party and blasting compressed air into someone’s face to create a hyper-real “mind blowing” experience. Compressed air was expelled through as many as four nozzles at wind forces of 100 psi, or the equivalent of constant 88-mph hurricane force wind. The resulting wind gusts produced hilarious facial distortions that could only be enjoyed by shooting at 1000 fps (frames per second) on the Phantom Flex 4K camera.
SPW Credits
CMT VP Creative: Peter Mannes, Executive Producer, On-Air Promos: Jeff Nichols, Sr. Director, Creative Production: Lindsay Lapinski, Writer/Producer, Creative: Travis Frady, Line Producer, Short Form: Jon Brown
2C Chief Creative Officer: Chris Sloan, General Manager, Senior Director of Operations: Nikki Coloma, Live-Action Director/Creative Director: Brian Eloe, Writer/Producer: Cheryl King, Editor: Jesus Martinez, Executive Producer, Graphics: Bob Cobb, Compositor/Colorist: Dmitri Zavyazkin, Graphic Designer: Andy Fernandez, Technical Operations Manager: Ashley Hartford, Assistant Editor: Williams Naranjo, Assistant Editor: Kelly Lanman, Audio Engineer: Cesar Haliwa
Collaborators Director of Photography: Andrew Turman, Line Producer: Chris Stoerchle, Production Designer: Gregg Horne
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
