To build anticipation for its August 5th broadcast of the Rio 2016 Opening Ceremony, NBC Olympics, a division of the NBC Sports Group, turned to 2C Creative to collaborate on a powerful promo mixing creative ingenuity and special effects to convey a visual spirit of togetherness. The goal was to generate a true 3D look and feel that worked visually from several different angles. Do accomplish this, 2C created a 3D rig for the colorful lines that drive the spot. The team devised a setup using Cinema 4D that gave them the flexibility they needed while also achieving the look they desired. With this setup, 2C was able to rearrange the lines from scene to scene while keeping a consistent look and feel throughout the spot. The rig also allowed them to work efficiently and quickly given the project’s tight deadline. For the particle work and 3D line effect, 2C used X-Particles, an exceptionally fast tool that helped create a truly unique feel with a quick turnaround.
NBC Olympics
Chief Marketing Officer – John D. Miller
Vice President/Creative Director – Joseph Lee
2C Creative
Chief Creative Officer – Chris Sloan
Design Director – Luis Martinez
VFX Artist – Dmitri Zavyazkin and Andy Fernandez
Supervising Writer/Producer – Ben Frank and Marni Wagner
Writer/Producer – Eric Gardner and Michael Berkman
Lead Editor – Jeff Morelli
Technical Operations Manager – Ashley Hartford
Assistant Editor – Williams Naranjo
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