To promote its 2018 “CMT Music Awards,” CMT called on trusted collaborator 2C Creative to take the network’s concept – the CMT Music Awards will blow your mind – beyond the figurative and, in a creative/playful way, convey the fun that differentiates this award’s show experience from all the others.
CMT EP for On-Air Promos Jeff Nichols asked 2C to put some real wind behind his idea, and 2C had quite the “blast” in the process! The agency combined the idea of a slo-mo photo booth party and blasting compressed air into someone’s face to create a hyper-real “mind blowing” experience. Compressed air was expelled through as many as four nozzles at wind forces of 100 psi, or the equivalent of constant 88-mph hurricane force wind. The resulting wind gusts produced hilarious facial distortions that could only be enjoyed by shooting at 1000 fps (frames per second) on the Phantom Flex 4K camera.
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SPW Credits
CMT VP Creative: Peter Mannes, Executive Producer, On-Air Promos: Jeff Nichols, Sr. Director, Creative Production: Lindsay Lapinski, Writer/Producer, Creative: Travis Frady, Line Producer, Short Form: Jon Brown
2C Chief Creative Officer: Chris Sloan, General Manager, Senior Director of Operations: Nikki Coloma, Live-Action Director/Creative Director: Brian Eloe, Writer/Producer: Cheryl King, Editor: Jesus Martinez, Executive Producer, Graphics: Bob Cobb, Compositor/Colorist: Dmitri Zavyazkin, Graphic Designer: Andy Fernandez, Technical Operations Manager: Ashley Hartford, Assistant Editor: Williams Naranjo, Assistant Editor: Kelly Lanman, Audio Engineer: Cesar Haliwa
Collaborators Director of Photography: Andrew Turman, Line Producer: Chris Stoerchle, Production Designer: Gregg Horne
Tecovas’ latest brand spot, “True West,” is a fever dream seen through the eyes of a young kid peering out the window of a train. As he watches the shifting landscapes, characters, and passions of the West roll by, our young hero imagines himself in it. It reminds us that being brave isn’t about being different, it’s about being yourself. Beyond the cattle drives and rodeos, the West is also art, music, diners, neon signs, roadside motels, and endless exploration. Narrated by the legendary Texas singer, songwriter, and visual artist Terry Allen, “True West” appeals to the universal, untamed place inside all of us that urges us to pull up our bootstraps and follow our hearts. Tapping into its appreciation for the journey and a love for the expansive beauty of the American West, Editorial Board is honored to provide editorial and finish to help bring the evocative film, exquisitely directed by Scott Ballew, to life.
