To let football fans know that “NFL Sunday Ticket” is moving to YouTube and YouTube TV, the online and streaming video platforms chose the perfect time to run a humorous comedy promo spot: right before the kickoff of Super Bowl 57. In “Football Cat,” a thirty-second ad created by YouTube Creative Studio, the drumbeat of the familiar theme from NFL’s Thursday night coverage comes on as viewers are treated to a throwback to one of YouTube’s earliest viral hits, “Keyboard Cat.” First posted to the site in 2007 although initially created back in 1984, “Keyboard Cat” has been viewed over 70 million times and unleashed an entire generation of cat videos and memes across the internet since it was first posted. The music track used for “Football Cat” was extensively remixed at Alt_Mix, the startup audio post and sound design studio launched last year by veteran Senior Mixer and Creative Director Cory Melious. He also recorded a short voiceover that was integrated into a cheering crowd effect that factors into the spot’s crescendo and created additional sound design elements for the spot. Alt_Mix delivered a full 5.1 final mix for broadcast and streaming.
Client: YouTube | Agency: YouTube Creative Studio Christian Haas – ECD, Christine Lindemann – Director, Creative Production, Libby Dunn – Creative Business Lead, Justin Pedone – Creative Lead, Dustin Blouse – Creative/Art Director, Sonia Pandya – Integrated Producer, Matthew Kalish – Editor | Online Finishing – the Mill | Audio Mix: Alt_Mix | Mixer/Sound Designer: Cory Melious
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