The new spot for Famous Footwear, directed by Norry Niven for The Richards Group, is an empowering and poetic call to #stepforward. In the piece, women of different backgrounds move confidently towards the camera, their words aimed to challenge a better future with that first step. The project, Niven’s first via Lucky 21, harnessed the director’s talent for blending style and impact. The award-winning director relates that a number of the actors were moved to tears, “by masterful writing and poetry of the call to action.”
Agency: The Richards Group
Brand Creative Group Head: Chris Smith
Brand Creative/Writer: Danny Bryan
Brand Creative/Art Director: Dan Case
Brand Creative/Art Director: Lynn Born
Producer: Cassie Greenwald
Production: Lucky 21
Director: Norry Niven
Executive Producer/Partner: John Gilliland
Head of Production: Teresa Cameron
Producer: Tyler Boylan
Post: Lucky Post
Editors: Marc Stone & Sai Selvarajan
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 Growthโs new brand campaign includes a new identity and logo, new positioning, brand film and a redefined strategy centering on the โundeniable voice of art.โ Creative Growthโs evolved brand is at the forefront of a shift towards art that stands for the inherent reveal โ the power of artistic expression to bring understanding and connection to us all. The brandโs new expression includes unobtrusive color and design choices that purposely donโt 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 โWe needed to create a powerful, distinctive voice for the brand. But, it couldnโt 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, itโs also expansive and energetic.โ 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