The spot features NBA Miami Heat Champion Dwyane Wade and his sacred #3. "3" seems to be Dwayne Wade's lucky number with his 3rd NBA Championship, his signature #3 Miami Heat jersey, and his sinking of the NBA Championship game winning basket with 3 seconds remaining. The concept of the spot is to capture the drama and action of 3 seconds maintained consistently throughout a gripping 30-second spot. "We had to dominate the second," says TPSC Director Andrews Jenkins. "From Wade's moves on the court to the frozen 3 seconds of fan insanity. And as the director, it's that mysterious notion I wanted to visually capture in a way we haven't seen before." Andrews' futuristic vision, high key light and the use of unique and clever camera moves made for this stellar stop-action spot.
AGENCY: SohoSquare; CLIENT: Li-Ning; PRODUCTION COMPANY: MiC Films (China); DIRECTOR: Andrews Jenkins; EXECUTIVE PRODUCER TPSC: John Noble; EXECUTIVE PRODUCER MiC: Chen Lee; DOP: Garry Waller; POST PRODUCTION: Technicolor (Beijing); AGENT: Francesca Matera, The Candy Agency
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