The complicated world of Washington politics is transformed into a graceful system of curved glass in The Brand Gallery’s elegant main title and in-show graphics package for Sinclair Broadcast Group’s new Sunday investigative news show, “Full Measure with Sharyl Attkisson.” The design scheme employs red, white and blue tinted translucent arcs, superimposed over a stylized image of the U.S. Capitol as a means of communicating the new show’s focus on “accountability in the public and private sectors,” and to tie it in with the broader Sinclair brand and reinforce its commitment to investigative reporting.
SPW Credits
Design and production: The Brand Gallery
Iain Greenway, Executive Creative Director; Phil McIntyre, Chief Executive Officer; Alison Burke, Producer.
Go RVing, Explore Commercial Productions and Director Jeremy Pinckert Don’t Want You to Go There in a Hotel!
"Hotel Hassle" directed by Jeremy Pinckert.
Commercial production company Explore and director Jeremy Pinckert went to a familiar well to pull inspiration for their latest production for Go RVing. "Hotel Hassle" was initially conceived as an audio-only campaign, but Go RVing's SVP/CMO Karen Redfern asked Explore to adapt the script into a new, live-action commercial. The adaptation from audio ads to digital commercial spots involved adding re-written lines and a few iconic scenes from Pinckert’s ideas that provided anchor moments for the ads. In particular, 'Hotel Hassle' features a room key that just won’t open the door. The visual he added (a round sensor on the door where the key unlocks) not only modernized the ad into the age of tap, but also gave the spot a technology vs. human undertone, invoking the AI-character Hal from Stanley Kubrick’s '2001 A Space Odyssey.'
Explore and Pinckert also added a visual hook to the ending of the spot that leaned on his own experiences traveling with his family. He found his hands were always full, clutching a few bags, random loose objects, his phone, and of course, his coffee. In the commercial, there is a moment where all of the frustrations are just too much for the protagonist and he almost curses in front of the family. What if the director added an action where the protagonist accidentally spills their coffee and the camera freezes precisely at this moment?
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"Hotel Hassle", part of Go RVing's larger Don't Go There! campaign, is currently being broadcast nationwide via strategic digital channels.
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