In this tongue-in-cheek Superior Seminar–part a campaign from BBH NY for Crystal Dynamics and Square Enix–the Hulk provides a how-to on smashing things, an area in which he has great expertise. The comedic Hulk seminar is one of three such tutorials–the others by Iron Man and Mrs. Marvel, respectively–that along with a CG trailer promote the release of the new Marvel’s Avengers video game.
BBH NY enlisted the help of director Jordan Vogt-Roberts (Kong: Skull Island) of RSA Films, visual effects studio Industrial Light & Magic (ILM) and Skywalker Sound for the campaign.
Although the whole team was physically spread apart due to COVID-19, the story inspired them to come together and make something memorable. In the midst of a pandemic that’s forced us to isolate, there couldn’t have been a better time for the Avengers, with a one-of-a-kind game underscoring the point that we’re stronger together.
Credits
Client Crystal Dynamics and Square Enix/Marvel’s “Avengers” Agency BBH NY Rafael Rizuto, chief creative officer; Jonathan Mackler, executive creative director; Lucas Bongioani, group creative director; Diego Fonseca, Scott Cooney, creative directors; Hora Somani, Bruno Francino, associate creative directors; Ben Cascella, sr. copywriter; Lukas Weber, designer; Brooke Kaylor, head of production; Tom Callard, head of planning; Dylan Fauss, strategist. Production RSA Films Jordan Vogt-Roberts, director/exec producer; Buddy Brakha, exec director; Julien Lemaitre, producer; Bryan Chojnowski, associate producer. VFX Industrial Light & Magic Katherine Farrar Bluff, sr. producer; Karen Kelly, associate producer; Jeff White, VFX producer; Scott Benza, animation supervisor; Bruno Baron, CG supervisor; Lauren Fong, production manager; Nick Johnson, associate production manager. Editorial Mackenzie Cutler Ian Mackenzie, editor; Cooper McLane, assistant editor; Gina Pagano, exec producer. Audio Skywalker Sound Al Nelson, sound designer; Gwendolyn Whittle, ADR supervisor; Pete Horner, audio engineer/mix. Sound Design Gypsy Sound William McGuigan, sound design Music Sizzer Music, original composition
Violence against women is rooted in gender and relationship models based on control and emotional dependence: this is the starting point for the development of the awareness-raising campaign “Getting Ready,” ideated for Sephora Italia by creative agency LePub and directed by Juul Op den Kamp.
Psychological violence manifests itself through constant and repeated behaviors aimed at controlling and subduing the partner. When we talk about gender-based violence, the focus is often on the physical side. However, not enough is said about the first signs of abusive behavior, especially from a psychological point of view, which are mostly subtle.
The objective of LePub and Sephora Italia’s “Getting Ready” campaign is deliberately simple and direct: to encourage awareness of what are called “Early Signs,” being the first signals of gender-based violence. Taking care of one’s outward appearance, the way one dresses and wears make-up, are powerful means of expressing one’s identity and are often the subject of abusive controlling behavior. Sephora believes in the right of every woman to be able to express herself freely and has once again decided to turn the spotlight on this issue through a campaign with a strong emotional impact.
“The topic addressed in this campaign is a sensitive one, unfortunately of a tragic relevance that cannot leave us indifferent. Signs of violence must be scrupulously observed, properly recognized and promptly interrupted. It starts with a comment, continues with an insult and finally culminates in a concrete act, a dramatic phenomenon that we are forced to read about every day in our newspapers. This is why it is absolutely necessary to act and talk about it: if our message reaches and supports even one... Read More
