Bowing its docu-series “1968,” CNN called on long-time partner 2C Creative for a powerful promotional campaign. The goal: drive interest and tune-in for the program using an organic, in-camera effects-driven approach for which 2C has become known.
To help execute its creative vision, CNN paired 2C with respected DP Chris Webb for a collaborative, in-camera effects “dream team.”
Creatively, each clip is an iconic, yet simple visual capturing a moment in 1968. Whether the microphones or burning ballot card, these objects had to be as heroic and visually enormous as possible — the impetus for using a periscope lens enabling Webb to get extremely close to each object while still keeping a fairly wide frame of view.
To keep the lighting of the draft card and rolling of the canister as organic and real as possible, 2C used puppeteer rigs requiring significant testing and rig fabrication to hide the human manipulation.
SPW Credits
CNN VP Creative: Whit Friese, Sr. Director Production: Dan Brown, Creative Director: Sean Houston, Account Director: Lara Hurst, Sr. Writer/Producer: Nicole Giles, Sr. Graphic Designer: Alvaro Morcillo, Sr. Production Manager: Julie Bitton
2C Chief Creative Officer: Chris Sloan, GM, Senior Director of Operations: Nikki Coloma, Live-Action Director / Creative Director: Brian Eloe, Creative Director: Marni Wagner, Editor: Chris Volz, Editor: Jesus Martinez, Editor: Pablo Coig, Editor: Johanser Martinez, Graphic Designer: Dmitri Zavyazkin, Graphic Designer: Andy Fernandez, Executive Producer, Graphics: Bob Cobb, Design Director: Luis Martinez, Technical Operations Manager: Ashley Hartford, Assistant Editor: Williams Naranjo, Assistant Editor: Kelly Lanman, Audio Engineer: Cesar Haliwa
Collaborators Director of Photography: Christopher Webb, Line Producer: Russell Katzman, Art Director/FX: Marco Cousins
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
