To rally fans behind the annual vote-driven player selection for its 2015 NHL® All-Star Weekend, the National Hockey League (NHL) called on Undefined Creative (UC) for a large-scale international promo campaign. UC, which bid and won the 2015 NHL All-Star Fan Vote™ presented by SiriusXM project for the third time, was tasked to develop the campaign around the theme, "It's Your Choice." The goal was to play up the fans' power to truly control who makes the cut while driving them to the voting microsite, www.NHL.com/vote, in a powerful call to action. With a tight timeline and extensive deliverables to translate across cultures and languages, UC produced 30 and 15-second master spots in English and French, from which international versions were developed. A simple "canned" project file enabled local markets to adapt footage without losing the spot's aesthetic integrity and complexity.
NHL
Josh Dubin, Producer
Tim O'Brien, Producer
Lindsay Grant, Producer
Undefined Creative
Maria Rapetskaya, Creative Director and 2D/3D Animation
Cathy Humphrey, Executive Producer
Jesse Roff, 3D Animation
Hobo Audio Company
Diego Jimenez, Audio Engineer
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