“What does Mother Nature’s garden look like? This isn’t a question you get to answer every day,” says THINKING MACHINE’s Matthew Docter when describing the process of creating this visually stunning, two-spot campaign for Brunner & Vespyr Brands. “Words like natural, fantastical, and other-worldly were used more than once!” adds Jason Docter. “We knew we had the chance to create something unique, and both the agency and client agreed. They were super supportive and excited about pushing the idea from start to finish.”
Inspired by the surreal structures of Las Pozas, the twins worked closely with production designers Jorge Vujosevich (Mexico City) & Justin Trask (Los Angeles), as well as PS260 (post), to create a mystical, enchanting world that playfully balances reality and imagination.
Shooting on a stage in Mexico City, the set build required massive amounts of practical plants and flowers watered daily, while the art and production teams finalized details. “It feels like anything is possible in Mexico City. It’s an inspiring place. Creativity is everywhere. We’ve all seen plenty of commercials for cold remedies before. This couldn’t just be one more that nobody remembered. We had to do something that was going to stand out in a big way,” says Brunner’s Kevin Corfield.
SPW Credits
CLIENT: Vespyr Brands\President – John J. Francis, Head of Consumer Healthcare NA – Ranjan Chaudhuri
AGENCY: Brunner
Chief Creative Officer – Rob Schapiro, Creative Director – Kevin Corfield, Art Director – Derek Julin, Senior Producer – Emily DeShantz, Director, Business Development & Strategy – Patrick Culhane
PRODUCTION: Thinking Machine
Directors – Docter Twins, Executive Producer – Alon Simcha, Producer – Matt Ackerman, Director of Photography – Mateo Londono, Production Designer – Jorge Vujosevich, Service Company: The Lift
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
