Elaine Cantwell Heads Newly Formed Los Angeles Creative Group, "spark"

Elaine Cantwell, former Head of Creative Services and CreativeDirector at international award-winning agency 3 Ring Circus, haslaunched "spark," a creative group based in Hollywood. Under thedirection of Cantwell, the new company is committed to harnessing thecreative spark and translating it into powerful solutions for mediaclients. With creative innovation as the primary objective, "spark"will be focused on the broadcast and commercial arenas while alsoexploring opportunities in other markets.

"spark" is a member of the newly formed creative talent alliance,Archipelago, which is also comprised of fellow creatives DaleHerigstad/H Design, Lee Hunt/Lee Hunt LLC, and Jeff Boortz/ConcretePictures. Archipelago is represented by former 3 Ring Circus executiveproducer Lori Pate.

" 'spark's' process brings vision, strategy and innovation to thecreative endeavor with the goal of building potent and powerfulsolutions," said Cantwell. "The philosophy behind 'spark' is rooted incultivating an environment that ensures compelling creative to answerthe communication challenge."

With more than a decade of experience in design and art direction,Cantwell is credited with raising the creative bar of the broadcastdesign industry, producing a broad range of award-winning identitypackages for networks launching throughout the U.S., Latin America andAsia. She is also widely recognized for her commercial work, receivingnumerous national awards for her direction of three groundbreakingcommercial spots for Target in 1999.

"spark's" projects include FCB Chicago's upcoming spring campaignfor SC Johnson's "Skintimate." spark has just completed an identitypackage for the complete rebranding of Canada's CorusEntertainment-owned specialty network, W Network (formerly WTN), whichwill launch on April 15th, with a revamped program schedule and new,on-air "look."

"spark's" clients for the W project were Susan Schaefer, CorusTelevision's Vice President of Marketing, and Dolores Keating-Mallen,Creative Head, Corus Television.

The W Network project included evaluating the brand positioning,name and logo development, designing and producing launch spots/IDs andnetwork image spots/IDs, as well as creating a complete promo packageincluding menu boards, end pages, and lower-third graphics.