Setting the scenes for the final season of “Nashville,” CMT has given its fan-favorite series the red carpet treatment in the form of a dramatic launch promo. The network’s concept: fame is somewhat of an illusion, and behind the beauty, glitz and glamour of Nashville’s biggest stars are real human beings with emotions and challenges just like everybody else. The goal was to visually express these conflicting perspectives in a suspenseful, cinema-scale Season 6 teaser.
CMT turned to 2C Creative to execute its vision and further develop the creative around the idea of this internal persona, a ghostly visual representing the characters’ hidden emotions and their real human challenges often masked by the veneer of fame. To make such effects possible, the agency shot with a motion control unit to create an A-side, the glamorous, red-carpet look, and a B-side that revealed this internal conflict or challenge. 2C also brought in a high-speed motion control unit called the Bolt to handle motion control while allowing them to shoot frame rates of 120-200 frames per second. The quick arm movements and precise moves of the Bolt gave 2C the necessary parallax to make separation of the two performances seamless in post.
In order to heighten the FX, 2C wanted two distinct lighting styles for each character’s A and B sides. Because the agency had limited time with talent, the plan had to allow for the quick change of lighting set-ups, so 2C used the latest Arri Sky Panels, which effectively allowed for the flip of the switch to change color temperatures.
Each scene then required a cityscape backdrop that was that was created in 3D. Again, the Bolt aided this effort by supplying metadata files of the camera moves that could be imported directly into Cinema 4D. Then, the composites featuring the “internal personas” needed special treatment to make sure the story was clear and the viewer’s attention shifted to the B-side. Countless hours of key-framed shifts in lighting and color grading were required to achieve the final look.
SPW CreditsCMT
VP, Creative: Peter Mannes
Executive Producer, On-Air Promos: Jeff Nichols
Writer/Producer, On-Air Promos: Samantha Storey
VP, Production Management: Heather Graffagnino
Director of Production, Creative: Lindsay Lapinski
Line Producer, Production Management: Jon Brown
Senior Writer/Producer, On-Air Promos: Angela Krasteva
Senior Project Manager, On-Air Promos: Sarah Walker
Senior Director, On-Air Design: David Bennett
Senior Project Manager, On-Air Design: Shawna O’Neill
Original Music Production: Josh Keith, Prime Recording
Audio Editor/Sound Design: Jim Parker
2C
Chief Creative Officer: Chris Sloan
Live-Action Director/Creative Director: Brian Eloe
General Manager, Senior Director of Operations: Nikki Coloma-Blaszyk
Creative Director: Marni Wagner
Creative Director: Ben Frank
Editor: Jesus Martinez
Design Director: Luis Martinez
Executive Producer, Graphics: Bob Cobb
VFX Artist/Colorist: Dmitri Zavyaskin
Compositor: Andy Fernandez
Technical Operations Manager: Ashley Hartford
Assistant Editor: Kelly Lanman
Assistant Editor: Williams Naranjo
Collaborators
Line Producer: Chris Stoerchle
Director of Photography: Chuck Ozeas
Sound Designer/Audio Mix: Cesar Haliwa
Production Designer: Gregg Horne
Propel featuring Michael B. Jordan
Invisible North (IN) proudly unveiled a pioneering 2024 360 campaign for Propel, starring Michael B. Jordan. Last year, Propel announced Michael as their new brand partner, with a shared mission of bringing communities together through movement. In year one, IN partnered with Propel and Michael (alongside NOUN and Acceleration Community of Companies) to launch the Propel Your City Project (PYCP) - an initiative to drive fitness access by investing in local communities.
To launch the project, a hero film was created to share the ‘why’ behind PYCP and feature one of the partner organizations, WalkGood LA. Following the launch, they partnered with organizations in Atlanta, Detroit, Houston, and LA to expand programming in bespoke ways to address local needs and make the most impact. Year one was a huge success - providing over 160 free fitness classes for exercisers nationwide and seeing a positive impact on the local organizations, including supporting WalkGood LA in establishing an accessible, central fitness space called The WalkGood Yard. Building off of the success of 2023, IN worked with Propel and Michael’s team, to lean into the power of community to create a brand anthemic spot. This year’s TVC showcases Propel’s shared mission with Michael to help exercisers reach their goals with the help of their community. As their research confirmed, for many exercisers, going on their fitness journey alone can be difficult, which is why the spot captures the energy and motivation that comes from moving together. It also highlights how Propel plays a role in fueling your fitness journey, with Michael speaking to the power of having a community that pushes you toward your goals.
The 30-second spot is currently airing on all... Read More