Online ads offer both brands and creative teams the opportunity to take artistic risks beyond the confines of broadcast television — for evidence, HOBO Audio President Howard Bowler points to the company’s recent online work for Poo-Pourri, Zipcar and Hello Flo.
“These projects show the power of unfettered creative thinking,” Bowler says. “These campaigns gave everyone involved a chance to stretch their talents and the results are viral ads that are not only brand focused, but also very entertaining. The lesson here is that you can get greater value for your clients when you allow the right creative teams to follow their vision.”
SPW Credits
Client: Poo-Pourri Project: “Even Santa Poops” (online ad)
Production Company: World War Seven, Los Angeles Executive Producer: Josh Ferrazzano Producer: Mike Begovich Directors: Pete Marquis & Jamie T. McCelland (Pete & Jamie) Concept: Joel Ackerman and Hector Batiz Writers: Pete Marquis & Jamie T. McCelland (Pete & Jamie) Copywriter: Joel Ackerman Director of Photography: Kevin Phillips
Audio Post: HOBO Audio, New York Sound Design/Engineer: Chirs Stangroom
Editorial: Beast Editorial, New York Editor: Karen Kourtessis
Post: Neptune Post, Glendale, CA Colorist: Robert Crosby
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