The spots in the first TV campaign illustrate what service means and feels like to SSFCU members. Each begins with a friendly SSFCU rep saying he could try to describe a service product such as shared branching or mobile banking, but his use of air quotes suggests that bland, overused words won’t convey the emotional effect of his credit union’s offerings. “Service isn’t something you hear,” he intones. “It’s something you feel.”
CLIENT: Security Service Federal Credit Union; AGENCY: Greatest Common Factory; WHERE DID THIS AIR? Texas (san Antonio, rio grande valley,corpus Christi, el paso), Salt Lake city, utah, Colorado spring, CO.; MANAGING PARTNER, CREATIVE: John Trahar; ART DIRECTOR(s): John Trahar; CREATIVE DIRECTOR(s): Zach Rener; COPYWRITER(s): Zach Rener; BUSINESS/ACCOUNT SERVICES: Jonathan Silverstein; MANAGING PARTNER, PRODUCTION, EP: Karen Jacobs; PRODUCTION COMPANY & CITY: Greatest Common Factory, Austin TX via Primary Elements in Los Angeles; DIRECTOR: John Trahar; Executive Producer: Sue Crain and Rick Brown; LINE PRODUCER: Rick Brown; DIRECTOR OF PHOTOGRAPHY: Jeff Cutter; SET DESIGNER: Mathew Holt; EDITORIAL COMPANY: Greatest Common Factory, Austin, TX; EDITOR: Tyler Crelia; VISUAL EFFECTS: Brian Buongiorno. Finished on Smoke @ Tone, Austin, TX; GRAPHICS/LOGO: Black Market Digital, Austin, TX. Jason Blair on Cinema 4D; MUSIC COMPANY: Singing Serpent, San Diego, CA; COMPOSER: Brandon O’Connell, Chris Fulford Brown, Rafter Roberts; SOUND DESIGN COMPANY: Everywhere Audio, Austin TX; SOUND DESIGNER: Marty Lester.
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 Growthโs new brand campaign includes a new identity and logo, new positioning, brand film and a redefined strategy centering on the โundeniable voice of art.โ Creative Growthโs evolved brand is at the forefront of a shift towards art that stands for the inherent reveal โ the power of artistic expression to bring understanding and connection to us all. The brandโs new expression includes unobtrusive color and design choices that purposely donโt 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 โWe needed to create a powerful, distinctive voice for the brand. But, it couldnโt 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, itโs also expansive and energetic.โ 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