Overzealous tour guide with a winning smile or bull shark with killer teeth… whose grill are they really checking out? This concept is explored in the newest co-branded integration marrying Shark Week with Crest. Developed and written by Discovery writer/producer Daniel Tripod and executed by 2C Creative, the spot is equal parts live action and CG, with a clever, humorous approach that has become synonymous with such collaborations.
Known for its award-winning integrations, 2C has been a long-time partner of Discovery, with last year’s Shark Week-Crest campaign earning 6 Promax Awards and a Golden Trailer Award.
This year’s set-up places a meticulously created CG shark into a more fitting aquarium environment, combining special lighting, strategically placed cameras and an effervescent performance of the actress to sell the story.
SPW Credits
Discovery
Writer/Producer: Daniel Tripod Production Manager, Discovery/Science: Nettie Ferrara Vice President, Branded Entertainment: Michael Eisenbaum SVP Marketing, Josh Kovolenko Senior Manager, Discovery Ad Sales Marketing: Maddie Mulvihill Specialist, Discovery Ad Sales Marketing: Adelaide Ancona Vice President, Discovery Ad Sales Marketing: Mark Lewis
Crest Agency
Supervisor, Content Collective: Faith Lyde
2C
President/Owner: Chris Sloan Design Director/ VFX Supervisor: Luis Martinez Creative Director: Ben Frank Lead Editor: Victor Otero Executive Producer/Design: Bob Cobb 3D Artist, Compositor & Color Correction: Dmitri Zavyazkin 3D Artist & Compositor: Andy Fernandez Technical Operations Manager: Christian Santangelo Assistant Editor: Williams Naranjo Sound Design / Mix: Cesar Haliwa
Collaborators
Live-Action Director/Creative Director: Brian Eloe Director of Photography: Chuck Ozeas Line Producer: Chris Stoerchle Art Director: Greg Jackson
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
