To launch HLN’s new five-part series, “Inside with Chris Cuomo,” CNN Creative Marketing turned to longtime, trusted collaborator 2C Creative (“2C”) for an extensive, 360-degree promo campaign capable of visually expressing the show’s powerful premise… that some of the biggest challenges facing society are hiding in plain sight, often right beneath our noses. “Inside with Chris Cuomo” shines a light on the shocking and sometimes heartbreaking stories affecting real people, in real towns and cities across America.
“For us, it was important to collaborate with a team we knew we could rely on in terms of creativity, quality and speed, and 2C brought that to the table,” said Dan Brown, Senior Director, Production/Creative Director for CNN Creative Marketing. “HLN Original Series is a relatively new franchise within the network, helping to broaden HLN's definition of news and information about the stories that hit home in America. ‘Inside with Chris Cuomo’ was another important step in further defining HLN Original Series, and we were looking for work that would be both visually compelling and appropriate for the subject matter.”
The collaborative effort began with a review of several internal CNN pitches, to which 2C added and augmented. The winning concept, an idea contributed by the creative agency, involved using a “flicker” technique, an A/B editorial approach to contrasting the pristine and idealistic with the darker and more desperate, all in the same place and with each flicker effect revealing another hidden hardship.
Facing an ambitious production timeline, the 2C and CNN teams knew the focus of the shoot was extremely important. They needed to move fast and smart, getting as much of the flicker effect through camera work as possible to reduce the need for an extensive post effort. Accordingly, the A and B scenes were effectively shot side by side in the same locations, ensuring they would line up in edit.
In addition to this conceptual launch spot, the “Inside with Chris Cuomo” campaign featured custom key art, in which the design further reflects the show’s contrasting worlds…one side illustrating the ideal while the other reveals the desperation. There was also a clip-based launch spot reinforcing the theme and flicker effect, as well as five episodic promos and a graphic toolkit.
“We are thrilled to have the opportunity to collaborate with the CNN Creative Marketing team on high-profile projects like this,” said 2C Creative Director Ben Frank. “It’s even more gratifying when doing our job helps tell an important story about the societal ills hiding in plain sight.”
Among the previous 2C collaborations with CNN Creative Marketing are the PromaxBDA Award winning season launch and episodic campaigns for “Anthony Bourdain: Parts Unknown” and the network’s PromaxBDA Award winning 2016 election package. This latest effort marked 2C’s first opportunity to shoot a custom spot with CNN talent.
SPW CreditsCNN Creative Marketing
Chief Marketing Officer: Allison Gollust
Senior Vice President: Rick Lewchuk
Vice President & Group Creative Director: Whit Friese
Senior Director, Production/Creative Director: Dan Brown
Senior Writer/Producer: John Dance
Creative Director / Design Director: Ned Reid
Assistant Design Director: Krishnan Purushothaman
Senior Design Manager: Jenny Specker
Senior Production Manager: Julie Bitton
HLN
Senior Vice President, HLN: Tim Mallon
Vice President, Public Relations, HLN: Alison Rudnick
2C
Chief Creative Officer: Chris Sloan
Live-Action Director/Creative Director: Brian Eloe
Creative Director: Ben Frank
Creative Director: Marni Wagner
General Manager, Senior Director of Operations: Nikki Coloma-Blaszyk
Editor: Jesus Martinez
Editor: Chris Volz
Executive Producer Graphics: Bob Cobb
Colorist/Compositor: Dmitri Zavyazkin
Key Art Designer: Eric Pertzog
Key Art Retoucher: Yukiko Centeno
Finishing Artist: Paho Marsh
Designer/Animator: Jorge Lega
Animator/Compositor: Akel Issa
Technical Operations Manager: Ashley Hartford
Assistant Editor: Williams Naranjo
Audio Engineer: Cesar Haliwa
Collaborators
Line Producer: Russell Katzman
Cinematographer: Graham Willoughby
Boma | Camp Sugar Brand Identity
Rebel Wilson's Directorial debut “The Deb” premiered as the closing night film at this year’s Toronto International Film Festival (TIFF). Adding a touch of creative flair to the film’s debut, the team at Boma helped in crafting the brand identity for Wilson’s production company, Camp Sugar.
“Rebel and her team approached us with this adorable character design and a simple question: ‘Can we make this happen in time for Toronto?’” shares Jason Cohon. “As huge fans of animation, and with such a fantastic concept from Josh and Meredith on Rebel’s team, it was an easy ‘yes!’”
The :05 identity opens in a serene forest scene featuring a hand-carved wooden sign reading “Camp Sugar.” As the camera reveals two hands gently holding the sign, a little girl playfully peeks from behind, inviting the audience into the world of Camp Sugar. Boma was tasked with designing and animating the 3D environment and character, delivering a fully rendered introduction that will serve as a long-lasting signature for Rebel Wilson’s films for years to come.
“We had so much fun making this and hope to be able to do many more unique versions for all of Camp Sugar’s films.”
Based in Los Angeles, Boma was created to fill a need for quicker turnarounds and tighter budgets while maintaining quality at the highest creative level. With a fully remote pipeline, global partnership across three continents and a team of senior creative talent, Boma is equipped to scale projects rapidly, regardless of budget or timeline constraints.
Read More