Top fashion and beauty director Jim Sonzero has directed Nicole Scherzinger in a remake of a classic Herbal Essences commercial that introduced the famous tagline “Yes! Yes! Yes!” The spot, which premiered during this year’s Grammy telecast, was conceived by New York agency atelier and shows the star of The X Factor entering an airplane bathroom to freshen up only to have her rapturous cries broadcast over the plane’s intercom–much to the surprise of fellow passengers. The original version of the ad aired in the 1990s and is one of the most iconic and memorable beauty spots of the era and is still remembered today. The remake is part of campaign re-launching two of Herbal Essences’ most popular lines from the same era (the Smooth and Shine Collections) with Sonzero tapped to give it a hip, modern twist. “I haven’t been this excited about a project in a long time,” Sonzero says. “The mojo on the shoot was fantastic. It was great collaborating with Atelier Creative Director Kristin Moore-Gantz and Producer David Schiavone–good people, great vibes, real pros.”
Client: Herbal Essences; Agency: atelier, New York. Kirsten Moore-Gantz, Creative Director; David Schiavone, Producer. Production: Sonzero Films, Los Angeles. Jim Sonzero, director; Thomas Kloss, director of photography.
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 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