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UNIT No.11001004 Art Direction and Media.


DON’T THINK ABOUT ART DIRECTION AND MEDIA. THINK ABOUT MONEY.


DON’T GO TO UNIVERSITY. GO TO WORK. Paul Arden


BE CLEVERDON’T BE TOO CLEVER.


ASTONISH YOUR AUDIENCE AND NEVER LOOSE YOUR CAPACITY TO BE ASTONISHED.


STEAL. It’s not where you take things from-it’s where you take them to.


Case study: mofilm.com


Case Study 3 – SUNDANC‘E’CLIPS This project was launched at the GSM Congress on 12th February 2007 in Barcelona. Robert Redford’s plan for an online short film business channel has the ability to capture and secure access to film content in the same way the major music labels have captured music video online and to mobile devices.The business is a forerunner to an exciting and lucrative online broadcasting (IP TV) market and Mobile Market. Our task: We were invited by Jeffrey Merrihue, CEO of Accenture Marketing Sciences Worldwide to partner his company in this project.

Our first task was to invent a brand name for this new entity. We are currently producing the online branding/identity and designing/producing the website, in support of the new global digital business.


Online animated ident Sundance Group home page


A few of the many early concepts.


Working with Holdens is a partnership that stretches back over ten years.

mofilm . com/call _ for _ entries.

MOBILE & ONLINE

Jeffrey Merrihue Executive Chairman


The big idea: ‘Hello Mobi’. The blue whale is our inspiration. What we produced: Logo and branding, stationery, website styling, literature, and an exhibition stand at the GSMA Mobile World Congress.


The greatest mobile and online short film concept ever. A hub of creative expression. The creative elite of film making from festivals across the planet, a powerhouse for the world’s film makers. Communicating across the oceans, giving voice to any subject, topic or cause. As inventive and playful as the blue whale. The blue whale is our inspiration.


Mobi is a blue whale. This leviathan of the deep is the largest creature ever to live on Earth. With a brain six times the size of man’s and a heart the weight of seven men, with seven gallon testicles and arteries you could swim through, it moves in a sea of sound. Its voice transcends the globe, sending beautiful sights and sounds over thousands of miles across the oceans. Just as we do with short film. Mobi is also our mascot.


The blue whale is our inspiration for Mofilm. Just as the song of the blue whale transcends the globe, so Mofilm launched a mobile and online short film concept with global reach. It continues to attract film makers from around the world and is now established as an international brand. Mofilm engages with over one hundred thousand film makers-both established and aspiring-creating opportunities for presentation on mobile, on line and social networks, in addition to traditional marketing channels.


Pepsi: Goa: Short Film Contest

Grand Prize Once in a lifetime trip to experience the 2010 Goa International Film Festival in India. * Round trip travel for two (2) people COMPETITION OPEN to Goa with 3 nights hotel Submission Deadline: accommodation. Nov 9th 2010, 12:00 noon GMT * Exclusive screening event of your video at the MOFILM awards Pepsi brings you the chance of a lifetime. night in Goa. Put on your creative hats and get ready * PepsiCo (India) will promote the to make your very own FILM for Pepsi. winning entries extensively across their digital platforms and talk about it to the media as well! * Rs. 150,000 (or US$3000 outside of India) 2nd Prize * Rs. 100,000 (or US$2000 outside .of India) 3rd Prize * Rs. 50,000 (or US$1000 outside of India)


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Design and Art Direction