ONLYCH1LD, the San Francisco and Paris-based production company, creates an infectiously joyous campaign for telecommunications company Genesys. The new commercial puts the brand’s key differentiator front and center: what Genesys provides goes beyond customer experience and call center technology, beyond cloud-based and on-premises software. What Genesys brings to its customers is Super Human Service.
ONLYCH1LD also served as the creative agency, working directly with the brand on the concept. Infused with cheeky humor, the 30-second spot “Happy Customers” illustrates the Genesys difference: a focus on people, not just their problems.
Samuel Miller, ONLYCH1LD co-owner and director, took a fun approach to representing this visually. In the spot, the sunny pastoral setting serves as an unexpected backdrop to present customer care vignettes. Set against the sun-spangled background, Miller utilizes a hyper-color palette and slow-mo pacing to bring a sparkly energy to the scenes. Lingering on over-the-top reactions of unbridled joy, Miller brings the element of human understanding to the forefront in a humorous way.
Genesys – Super Human Service: We’re behind every customer smile
SPW Credits
Brand: Genesys Joyce Kim :: Chief Marketing Officer, Melanie Salvatierra :: VP, Brand and Audience Marketing, John Munyan :: VP, Brand Messaging, Jill Hundley :: Director, Brand Campaign Manager, Daniel Morales :: Creative Design
Lead Agency: ONLYCH1LD ECDs :: Samuel Miller and Spencer Kehe, Mike Yagi :: Creative Director, Craig Miller :: Copywriter
Production Company: ONLYCH1LD Samuel Miller :: Director, Spencer Kehe :: Producer, Steve Peixotto :: Line Producer, Starr Whitesides :: Director of Photography, Donavan Sell :: 2nd Unit DP, Sterling Storm :: Production Designer, Teresa Smith :: Wardrobe Stylist, Marty Martin :: Colorist, Chris Konovaliv :: Audio Mixer, Daniel Toman :: Assistant Editor, Sin Cohen :: Post Supervisor
Music : APM Music Hal David & John Cacavas :: Composers
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
