L.INC DESIGN CREATES WHIMSICAL BACK-TO-SCHOOL CAMPAIGN FOR MERVYN’S

Author:
Publish date:

San Rafael, CA – (September 18, 2008) -- Motion, print and interactive design company L.inc Design was recently tapped by Mervyn’s to execute an ambitious back-to-school campaign, which includes colorful graphics-driven branding and promo spots. “L.inc Design is a true gem!� says Julie St. Clair, Mervyn’s Associate Creative Director of Broadcast Media, who also directed the campaign. “A very unique partner in that they are capable of taking a client from conception thorough production – planning, plotting and partnering every step of the way - ensuring a final product that is beyond expectations. Super creative and tech talented – they’ve raised the level of our work, year after year.� L.inc Design was tasked with creating three branding spots, one in English and two in Spanish, as well as 24 unique :15 promo spots. Fusing hand-drawn-style fonts and colorful graphics, the spots feature real children as they interact and dance with illustrations of cityscapes, birds, flowers and paint splatters. To view the Mervyn’s campaign, please go to

http://press.l-inc.com/2008/mervyns_bts/

“Mervyn’s came to us with initial ideas derived from their overall back-to-school print campaign, such as the hand-drawn fonts and flower graphic elements,� explains Lisa Berghout, L.inc Design Creative Director / President. “The scripts were in place, but we worked with them in advance of the production to determine how we would shoot and layout the graphics for the spots. The illustrations had to carry out the idea of the campaign in a kid-friendly and narrative way.� With a tight timeframe of five weeks and over 50 versions of spots to create, the L.inc Design team did not have the luxury of time to plan every scenario and create elaborate shooting boards for the three-day shoot. Berghout provided on-set supervision, working closely with St. Clair to discuss the shoot and tracking elements needed for the design. “Julie and I understand each other, which made our process much more fluid,� continues Berghout. “We were shooting a spot every 45 minutes, so we really had to be in sync creatively. While we were shooting, we made spontaneous decisions about the volume of graphic elements we were going to achieve in post.� Once the shoot was completed, detailed storyboards were created to determine the editorial flow and animation layout. L.inc collaborated with the editors at Radium to ensure the graphics worked cohesively within each spot. “This was a fun opportunity for us,� concludes Berghout. “Mervyn’s is such a great client, and we’ve been doing retail campaigns together for a long time. This project wasn’t about typical sales promos. We were able to take it to another level, using graphics and animation to bring the stories to life in each spot. We enjoyed the creative collaboration immensely.� Adobe After Effects was the main tool used in the campaign for VFX, design and tracking. Project: Mervyn's Back-To-School 2008 Campaign Client: Mervyn's VP: Neil Ptashkin Senior Writer/Producer of Broadcast: Kay Streit Associate Creative Director, Broadcast Media: Julie St. Clair Manager, Broadcast Production: Jennifer Girard Hispanic Agency: Rod Cervera Production Company: Roaring Tiger Films Director: Julie St. Clair Executive Producer: Tom Ruge Producer: Lisa Ewald Concepting, Design, Animation & Post Company: L.inc Design Creative Director: Lisa Berghout Executive Producer: Anastacia Maggioncalda Producer: Valerie Tuffy Designers & Animators: Ed Apodaca, Mont Watanasiriroch, Kevin Head, Ryan Berkey, Adam Patch, Adam Hicks, Peter Sharp & Cameron McEfee Editorial Company: Radium Editors: Alan Chimenti, Mahoko Kuramasu & Quan Tran Audio Post Company: Crescendo About L.inc Design L.inc is a digital studio that combines art and technology with elements of type, photography and cinematography to create award-winning motion, print and interactive graphics. From commercials for Mervyn’s and Trilogy Homes to opens for Oracle and Wells Fargo to animated billboards for Kyocera in New York’s Times Square, L.inc’s team of passionate, artistically talented and technical savvy designers and animators know how to translate any idea into multiple mediums. L.inc’s high-end work has been recognized with numerous Broadcast Design Association and Type Directors Club Awards.

www.l-inc.com

# # #

Related

More than 55 of the 2018 Fall Television and Streaming Series Rely on Blackmagic Design

More than 55 of the 2018 Fall Television and Streaming Series Rely on Blackmagic Design

Blackmagic Design today announced that the company’s production and post products were used to complete many of the fall 2018 season’s new and returning television shows and streaming series. More than 55 shows rely on Blackmagic Design’s digital film cameras; Fusion visual effects (VFX), compositing, 3D and motion graphics software; and DaVinci Resolve editing, color correction, VFX and digital audio software; as well as its switchers, routers, monitors and capture and playback devices.

Luxul_AMS-1208P

Jingle All the Way: Luxul's XMS-1208P Managed Gigabit Switch is Available for All CI Integrators this Holiday Season

Luxul, the leading innovator of IP networking solutions for AV integrators, today announced that it's giving CI integrators the gift of enterprise-level performance at affordable price points this holiday season. It doesn't matter if they've been naughty or nice, the company's XMS-1208P 12-port/18 PoE+ managed Gigabit switch — that delivers high-speed performance while enabling simple network expansion — is now available for all. And to ring in the new year, Luxul will begin shipping its AMS-1816P 18-port/16 PoE+ L2/L3 managed Gigabit switch in early January.

HoverCam_VV1

HoverCam Transforms Classrooms Fit for Future-Ready Students at Val Verde USD

HoverCam, an innovative technology leader in the digital education market, announced that Val Verde Unified School District (USD) in Parris, California, successfully installed HoverCam's Pilot digital teaching stations and CenterStage interactive flat panels (IFPs) in new STEM labs in the elementary schools, with plans for an eventual rollout to the district's middle and high schools. As part of the district's goal to create future-ready students, Val Verde USD chose HoverCam digital education solutions to address the rising challenge of updating classrooms and introducing curriculum with advanced systems that will prepare students for a rapidly changing career landscape.

ScreenShot2018-12-11at2.41.29PM.144822

The Sigma Holiday Sale Is Back!

Nothing makes gift giving as enjoyable as special prices on award-winning Sigma lenses and accessories; get the lens you’ve always craved or surprise a fellow shooter with the perfect present.

Riedel-Ruptly-Vans-3

Global News Agency Ruptly Relies on Riedel's MediorNet and Artist on Board New OB and DSNG Vehicles

Riedel's MediorNet real-time media network and Artist digital matrix intercom are providing the decentralized and redundant signal routing and communications backbone on board two all-new, state-of-the-art OB vehicles for Ruptly, a Berlin-based international news agency. Qvest Media, a world-leading system architect and integrator for the broadcast and media industries, designed and built the new broadcast van and DSNG vehicle.