Fri, 20 Sep 2019 11:56:25 GMT
With illustrations by Brazilian artist Lucas Camargo (@untitledarmy), the new campaign created by FCB Brasil promotes the 2019 Creative Club Festival and introduces this year's topic: "Resist".
"Resist" stresses the importance of avoiding comfortable solutions during the creative process. Deadline pressures and everyday frustrations can lead us to do more of the same, to revisit old references and even do something that has been done before. It's essential to resist these easy and tempting situations, which can appear to simplify the process but don't necessarily lead to the best work.
"The greatest privilege in creating the campaign for the Festival was working with other professionals and artists, and truly giving them the freedom to genuinely explore the issue. This year we invited art director, illustrator, animator, and Instagram 'reference', Lucas Camargo (@untitledarmy); Lucas directs 3D animations, and his work has brought emotion and expression to this year's campaign theme. The other partner is audio production company Evil Twin; they loved the theme so much, they ended up creating not one, but two hypnotic soundtracks," says Fabio Simões, FCB Brasil creative executive director.
Through 3D animations, the video portrays the cyclic, monotonous and automatic feeling of the creative process without resistance, in contrast with the joyful and sarcastic soundtrack created by audio production house Evil Twin, also responsible for soundtrack for the digital pieces.
"This is the final campaign in what has been a fun and award-winning partnership with the Creative Club, and it couldn't have a more relevant message for everyone who wants to do innovative and creative work: RESIST!", adds Fabio Simões.
The campaign will air on the Creative Club website and social networks, as well as universities, advertising agencies and newspapers, and will include animations, posters, ads, digital OOH, e-mail marketing and online posts. All that is in addition to the materials that will be shown at the event itself, which will take place on September 21, 22 and 23 at the Cinemateca Brasileira, in São Paulo.
Genres: AnimaticsFCB Brasil, Fri, 20 Sep 2019 11:56:25 GMT