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Posts Tagged ‘Paul Hardcastle’

4Creative Destroys Cancer Cells for Stand Up To Cancer

To promote the October 17th Channel 4 and Cancer Research fundraiser Stand Up To Cancer 4Creative reimagined the typical disaster film with a twist: instead of human’s facing extinction, it’s cancer cells.

A project over a year in the making, 4Creative and production company Nexus create a world of cancer cell blobs inhabiting a modern city, created utilizing 2D paintings and 3D models. The overpopulated urban environment is disrupted by a mysterious blue orb and soon inhabitants are spontaneously combusting left and right. At the end of the spot, it the environment is finally revealed as a microscopic world which a scientist is testing new anti-cancer drugs on.

As directors Smith & Foulkes explained to Creative Review, personifying cancer posed some distinct challenges. “We wanted to steer away from the obvious route of showing cells as a bunch of grotesque alien germs, but we were also acutely aware of not making them too human or cute,” the pair said. “We also had to find a way to illustrate the new therapies, drugs and scientific breakthroughs that are fighting cancer. We wanted their arrival to be initially magical and mysterious, so we used a glowing blue orb, an unexplained light descending upon a shadowy world.”

The result is a highly unusual approach to raising cancer awareness. While the spot risks viewers sympathizing with the cancer cells (before they are revealed as such) it does make for a visually striking effort that stokes the imagination and entertains while raising awareness for a good cause. Read more

Mediabistro Course

Here Are All the Black People

Here Are All the Black PeopleOn September 24, land your dream job in advertising and design at the premier multicultural career fair taking place at the Metropolitan Pavilion in NYC. Workshop your portfolio, attend mentoring sessions, learn from industry leaders, network with your peers, and most importantly, launch your career. Register now!

CHI & Partners Sets ‘Amazing in Motion’ for Lexus

CHI & Partners latest for Lexus’ “Amazing in Motion” campaign is a visually stunning look at performers in LED suits exploring the Kuala Lumpur skyline.

The LED suits were created by costume designer Vin Burnham and technical director Adam Wright, with inspiration from Lexus’ “iconic spindle grille and LED headlights.” Director Adam Berg and his team then utilized a “purpose built computer system and complex DMX software” (which, we imagine, stops, drops, and opens up shop), “created to wirelessly trigger the suits to strobe on demand” and captured a group of stunt men and acrobatic performers as they made the Kuala Lumpur skyline their playground. It’s a simple concept, but it makes for a visually intriguing 60 seconds, even if viewers are left wondering what they’re watching an ad for until right before the “Amazing in Motion” tagline. Since it’s so hard to take your eyes off of, that might not even be a problem. Stick around for credits after the jump (and find more info at the official campaign site). Read more

BBH NY Launches Campaign for PS4′s ‘Infamous: Second Son’

BBH New York continues its PS4 onslaught with a live-action spot at the center of their new campaign for Infamous: Second Son, the third game in the best-selling Infamous series and Sony PS4 exclusive (you might consider it Sony’s answer to TitanFall, which we reported on yesterday).

The entirely live-action (although there is some silent gameplay footage on the end screen before the Playstation logo), :75 spot “depicts a locked-down city of Seattle where the superhuman protagonist, Delsin Rowe, fights back against the oppressive Department of Unified Protection (DUP).” Rowe is depicted in the ad by a somewhat passable lookalike in his trademark red cap, trailed by the DUP. The new ad teases the kind of action players can expect from the game, while avoiding revealing anything about the story. It should draw interest from both fans of the series and newcomers.

BBH New York’s campaign rolls out with “TV advertising based on the short film,” as well as additional “complementary online advertising.” Gameplay developer Sucker Punch, meanwhile, has released a trailer showcasing gameplay features players can expect in the new game. Infamous: Second Son will be released on globally on March 21st. Stick around for credits after the jump. Read more

IKEA Looks Down Upon Your Hoarder Lifestyle, is Positive You Will Never Find True Love

From Mother London comes “Make Room for Your Life,” a new campaign for IKEA (you may remember the agency/client’s recent collab) that highlights the benefits of Swedish-designed home storage a reminds you what a ball of filth you’ve become.

The campaign’s first spot, “Living Together,” follows the musical romantic entanglements of a couple whose house is so dirty that they can only communicate to each other through a cover of the Bee Gees’ “Living Together” (performed by British band An Escape Plan). Inject some IKEA whimsy, and the couple unite in a beautiful new living space that would probably take the average person about 6 months to build. But, as this spot as quite an escape from reality, the IKEA storage units assemble themselves and the couple doesn’t fight at all. It’s a twee kid’s dream home.

Peter Wright, IKEA UK and Ireland marketing manager, says of the campaign, “’Make Room for Your Life’ demonstrates our understanding of everyday life at home and the problems that a lack of good storage gives everybody.” Yes, losing your spouse amidst piles of old shit has happened to all of us. So, buy some IKEA storage units or, you know, just throw that crap out or donate it to charity or something. Credits after the jump.

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In W+K’s Latest for Nike+, Every Workout Becomes a Game

Anyone who’s gone running after a hard day knows the power of an active imagination. With every arm pump, you might be punching your boss in the face. With every stride, you’re building yourself into the powerhouse that will soon confront your boyfriend about his lack of follow-through.  Some picture themselves as superheroes, sprinting through the streets to make the ultimate rescue. When we push our bodies, our minds make the physical effort possible–and even fun.

W+K’s latest spots for Nike+ helps bring those mental adventures to life. The star runners of their TV ads are in a real-life video game, leaping up palettes and climbing through windows as they complete their workouts. Nike+ helps runners measure, map, track and share their runs, gamifying the work out process and inspiring everyday runners to reach farther.

My only complaint with both ‘Game on World’ and ‘Run Your City’ is their weak music selection. I get that they’re going for a tinkery game soundtrack, but I would rather they forfeit the game theme in favor of some motivational (and still techno-flavored) Diplo or bouncy pop Walk the Moon.

Credits and ‘Game on World’ video after the jump.

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Intel’s ‘The Chase’ Integrated into Facebook

Back in January, when Osama Bin Laden remained at large and Packers had not yet won the Super Bowl, we posted a video from Intel called “The Chase,” which advertised the new Intel Core i5 processor. At two minutes long, “The Chase” did that whole movie in computer windows and different online mediums, similar to the Arcade Fire’s interactive music video for “The Suburbs.”

This time around, “The Chase” (which garnered over 2.5 million views on YouTube) is being integrated into Facebook complete with a new game, character profiles and all sort of extra downloadable goodies. Unfortunately (as I learned attempting to run the programs on a MacBook Air), you pretty much need to own a computer with an Intel Core i5, unless you’d like “The Chase” to slow your computer to a slow crawl. With the help of a MacBook Pro (which utilizes an Intel Core i5 processor), I was able to make the Facebook page work. The page also requires an HTML 5 web browser (Chrome, IE9, Safari 5 or Firefox 4) to function. If you think about it, Intel and agency Venables Bell & Partners are really targeting techno-geeks by creating a barrier to entry of sorts for its Facebook page. And, hey, at half a million “Likes,” they must be doing something right. And, on social media, isn’t a “spy story” kind of the go-to genre these days? Credits,  and that original viral video, after the jump.

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