When Synthetic Pictures Founding Director Justin Corsbie visited an Orangetheory Fitness for the first time, one thing became clear — it’s membership is a diversely fit group with cult-like dedication to their workouts. Corsbie knew he wanted to showcase that passion and intensity in the brand’s first national campaign, “More Orangetheory – More Life,” created by ad agency The Tombras Group of Knoxville, TN.
The brand’s relationship between its custom workouts and an active lifestyle was clear, and so the result is a campaign, directed by Corsbie, that mixes match-cut vignettes, stunning cinematography, compelling performances, and epic locations to hammer home that core connection.
Seen here is the :90 version, to view the :30 on the Orangetheory Fitness YouTube page, go to https://youtu.be/UdTnSpSPolg.
SPW Credits
Client: Orangetheory Fitness
Agency: The Tombras Group
Executive Vice President: Dooley Tombras Creative Director: Brian Locascio Creative Director: Rob Simpson Producer: Paul Paruta
Production: Synthetic Pictures
Director: Justin Corsbie Executive Producer: Allison Smith Cinematographer: Jas Shelton Line Producer: Josh Smith Production Designer: Zach Matthews Wardrobe Stylist : Selenia Rios
Post Production: Rock Paper Scissors
Editor: Damion Clayton Executive Producer : Rana Martin Producer": Dina Ciccotello
Color & Motion Graphics: Ntropic
Colorist: Marshall Plante Creative Director on Design: Ryan Duggan Motion Graphics Artists: Jessica Tong and Andrew Hess Flame Artist: Mark Sanna and John Yu Head of Production: Ron Moon Producer : Veronica Ware
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
