Following the iconic creative work taking viewers on a soaring joyride through California during last year’s Super Bowl pre-game show, The Shipyard announces the debut of its latest thrilling adventure for Visit California
Entitled ‘Childhood Rules,’ the new integrated work shows how California is a place that thrills kids and brings out the kid in adults, too. With theme parks aplenty, plus state and national parks, beaches, zoos, aquariums, museums, and even family-friendly wineries, California is THE perfect family destination, with plenty for the kids to do, but also a place where parents can have fun on vacation as well.
Shot by Director Ben Quinn, the campaign shows kids living out their collective childhood dreams with joyful abandon, and seemingly unsupervised. The turn of the spot reveals that their parents were out having just as much fun. Along with the :30 second spot are a series of :06s that play off the rules of childhood like, “bedtime is merely a suggestion,” and depicts moms, dads and kids running enjoying some after-dark attractions. And “parents make the best napkins,” showing a charming, but sticky situation.
SPW Credits
Client: Visit California
Chief Executive Officer – Caroline Beteta, Chief of Marketing – Lynn Carpenter, Other executive level – Erika DiProfio, Brand Marketing Manager – Ashley Abney
Agency: The Shipyard
Chief Creative Officer – David Sonderman, Executive Creative Director – Kerry Krasts, Creative Director – John Risser, Executive Producer – Liz Ross, Assistant Producer – Brit Bartle, ACD Art Director – Kevin Lukens, ACD Copywriter – Dan Crumrine, Group Account Director – Courtney Costamagna, Account Team Supervisor – Michelle McIntosh, Executive Strategist – Cori Boone
Production Company: Superprime
Director – Ben Quinn, Director of Photography – Ryley Brown, Production Company Producer – Michele Abbott, Production Design – Jason Kisvarday, Wardrobe Stylist – Anette Cseri, Still Photography – Embry Rucker
Editorial Company: Cartel Editorial
Company producer – Cassandra Guardado, Editor -Andy McGraw, Music Director – Jim Weber, Music Producer -Christy Van House
Post Production Company: Transformer
Producer -Caroline Anguina
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
