Known for its breathtaking landscapes and diverse array of activities, Mammoth Lakes unveils a trailblazing campaign aimed at redefining outdoor adventure for all. Created by The Shipyard and entitled “Mammoth Lakes: Unreal for All,” the integrated campaign challenges stereotypes and invites everyone to experience the magic of the outdoors, regardless of age, ethnicity, body type or skill level. At the heart of the campaign is Craig DiMartino, a climber and motivational speaker, who serves as the journey’s guide. DeMartino’s story of recovery from life-threatening injury to empowerment resonates as he leads both disabled and able-bodied friends through the wonders of Mammoth Lakes, dispelling the notion that nature is inaccessible to those with disabilities. To authentically bring the beauty and natural power of the destination’s experience to life, Mammoth and The Shipyard partnered with Disabled Sports Eastern Sierra (DSES) to identify some of the most accessible trails and activities in the area to include in the shoot. Infusing the local community into the campaign’s fabric was also paramount. Several folks featured are Mammoth Lake locals adding an authentic touch to the story.
Client credits: Client – Mammoth Lakes Tourism, Executive Director – John Urdi, Director of Marketing - Sarah Winters, Marketing Manager – Emily Bryant, Digital Marketing Manager – Samantha Lindberg, Agency credits: Agency – The Shipyard, Executive Creative Director - Kerry Krasts, Creative Director - John Risser, Associate Creative Director - Kevin Lukens, Associate Creative Director - Dan Crumrine, AccountVice President – Amanda Moul, Account Director - Jason Wright, Account Manager – Allie Pompeo, MediaGroup Media Director - Beth Shaini, Media Supervisor – Delaney Coughlin, Media Planner – Madison Toney, Production credits: Production Company - The Matador Network, Director of Photography – Kelly Noecker, Second Camera – Rachel Ross, Field Producer/Production Coordinator – Tessa Chan Southwell, Production Manager – Nic Viafora, Production Assistant – Drew Brown, Lead Talent: Craig DeMartino, Supporting Talent: Nikki Lee, Drew Brown, Michelle Weltig, Paulina Dao, Cameron Shinto
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