HP/Qualcomm’s new campaign via agency Doremus marks a return to comedy for kaboom’s Doug Werby, a director known for eliciting subtle and compelling performance in any genre. The spots are deeply relatable narratives about a truly modern day dilemma; the pitfalls and ridiculous lengths we go to in the pursuit of secure, high quality Wi-Fi. Werby says the key elements driving the spots are the magic of misdirection, with casting and performance creating contrast in every spot. Juxtaposition of characters, location and tone, set up the audience’s expectation about the unfolding stories, which quickly turn to reveal a moment of comedic truth.
Client: HP/Qualcomm
Campaign: “Wi-Fi Hunters”
Braking for a Connection, Porch Surfing, What’s the Password?, At Mom’s House, What’s Your Wi-Fi?
Advertising Agency: Doremus
Creative Director: Josh Locker, Creative Director: Mark Dunn, Producer: Lee Anne Weldon
Production Company: kaboom productions
Director: doug werby, DP: petr stepanek, Executive Producer: lauren schwartz, Producer: Steven Sills
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