15 Seconds of Fame
Two dozen short films — each a scant 15 seconds long — highlight the features of the 2006 Volkswagen Passat. Brand New School produced them as part of a marketing campaign conceived by ad agency Arnold Worldwide. The films are posted on the car-maker's website, included on a DVD for insertion into national magazines and may even appear at the Sundance Film Festival. "Each film is like a little puzzle," explains Brand New School Creative Director Jens Gehlhaar. "You're not quite sure what it means until the graphic appears to explain it all." The films span or combine live action, CG, stop motion and cell animation. At Arnold Worldwide, Alan Pafenbach is creative director, Colin Jeffrey is ACD/art director, Philip Squier is SVP/CD/ art director. At Brand New School, Jonathan Notaro joins Gehlhaar as creative director, and art directors are Max Erdenberger, Ben Go and Gehlhaar.
Crafting a Package
Red Hook Brewery's redesigned packaging and collateral brings the brewery back to its "craft" roots. Hornall Anderson, which headed the project, contributed a unique split label, whimsical action words," the juxtaposition of old world and contemporary graphics, individual bottle cap identifiers and a proprietary bottle design.
