Sporting apparel innovator Russell Athletic is debuting a new creative campaign by Dallas independent The Richards Group. The campaign, called “Style Points,” features real athletes and will support the launch of Russell Athletic’s moisture-wicking Dri-Power® line. The campaign will include television, radio, print and online ads that showcase athletes playing baseball, basketball, football, running and X-training. “We tapped athletes who truly push themselves to the extreme and then filmed them at intense levels of physical performance,” said the spot’s Director Jeff Bednarz. “The combination of the Phantom and 16mm film made for a beautiful visual study of motion.” The television spot, also called “Style Points,” was shot using Phantom® HD digital high-speed motion photography. The television spot will debut on August 10, 2010, during the Little League World Series on ESPN and will air nationally throughout 2011.
Client: Russell Athletic; Spot Title: “Style Points”; Break Date: 8/10/2010; Agency: The Richards Group; Chief Creative Officer: Stan Richards; Creative Directors: Rob Baker, Jimmy Bonner; Art Director: David Ring; Copywriter: Clint Carter; Agency Producer: Sheri Cartwright; Production Company: Directorz; Director: Jeff Bednarz; DP: Mark Thomas; Editorial Company: CharlieUniformTango; Editor: Jack Waldrip; Music Company: Beacon Street
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