Given the admirable goals of ADCOLOR's Industry Conference and Awards show - to shine a spotlight on creative companies championing diversity and inclusion and fostering a community of professionals that supports and celebrates each other - it was important that the show open/sponsor reel that acknowledges the sponsors, visually capture that essence.
For the third year in a row, ADCOLOR and event company STAMP turned to the award-winning design/animation house the STUDIO and its founder/creative director Mary Nittolo to deliver a piece that powerfully communicates their mission, while simultaneously celebrating their corporate sponsors.
Nittoloexplains that this is the first time in the organization's nine-year existence that the conference was held in New York, and it was important as native New Yorker to create a piece that truly reflects a city as diverse as New York.
For ADCOLOR, it was important to create something with a distinctly New York feel, Nittolo says. For us, that meant avoiding typical stock photo New York imagery and digging deeper to reflect different aspects of the city. A lot of thinking went into the images we chose.
Symbolic Visuals:
the STUDIO began the creative process by sending out several small guerilla camera crews to shoot a range of footage that uniquely showcases the details of New York City life. Riffing off of ADCOLOR's motto of rising up and reaching back, the live action uses images that subtly and symbolically capture the New York that those who live her know, but tourists rarely see. Thus, the 2-minute piece features a montage of poignant, sometime gritty, New York street life, coupled with an array of stunning POV's of the skyline from perspectives often unseen.
Tying this footage together is a graphic design treatment that emphasizes a subtle use of color, lighting, textures, editing and typography.
From a design standpoint, New York can sometimes appear monochromatic, Nittolo says, so we played with the color in subtle ways giving the piece a sense of unity while also keeping with the vibrant nature of the organization.
Of course pleasing a list of some 40 sponsors, ranging from tech giants like Apple, Google and Facebook; to advertising agencies like Wieden + Kennedy, Leo Burnett and BBDO; and brands like BET and Pepsico, meant numerous rounds of revisions as well as exercising a general sensitivity to where corporate logos appeared in the shots. Additionally, GSDM had just completed a rebranding of the organization, so there was a need to work closely with them. Morgan Delk, Design Director at GSDM was fantastic as far as making sure we stayed on the ADCOLOR brand.
For Michael Ocasio, the STUDIO's Creative Director, the most rewarding aspect to the project is knowing you're part of something that with the noble cause of making the creative industry more diverse and inclusive.
To see the energy people took from the piece, and hear the applause from the representatives from every sponsor was tremendously rewarding. Ocasio says. ADCOLOR sets a high bar in terms of its mission and what it hopes to accomplish, and because of that we felt obligated to do it justice.
About the STUDIO:
In business for over 25 years, the STUDIO is a integrated production and animation company that unites the diverse talents of designers, artists, animators, directors and visual effects artisan to interpret projects for pages and screens everywhere. Involved in all aspects of the marketing and communication process from pre-production through production and post, the STUDIO supplies the images that brands need to reach their audiences. the STUDIO client roster includes major Ad Agencies, Fortune 100 companies, non-profits, cultural and educational institutions as well as entertainment and media companies.
For more information, visit www.studionyc.com, or follow the STUDIO on Facebook, Twitter (@TheSTUDIONYC), Instagram and LinkedIn.
Creative Credits:
CD: Mary Nittolo/ Michael Ocasio Lead Art Director: Alison Abitbol Music: Tayo Adewole/Sound Design
Web Resources:
Click here to watch ADCOLOR show open/sponsor reel:
https://vimeo.com/139929037
Click here for more info about the STUDIO:
http://www.studionyc.com/
Click here for more info about ADCOLOR:
http://adcolor.org/
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Given the admirable goals of ADCOLOR's Industry Conference and Awards show - to shine a spotlight on creative companies championing diversity and inclusion and fostering a community of professionals that supports and celebrates each other - it was important that the show open/sponsor reel that acknowledges the sponsors, visually capture that essence.
