Video: "Designology"

Designology 2009

A reel of Landor's 2009 Designology lecture.

Video: "The Power of Brand"

Power of Brand

Explore the concept, vitality, and power of branding.

Photos (14)

CitiGroup "Power of Brand"

Challenge

As part of a worldwide brand training workshop held on behalf of one of their clients, Landor was charged with creating a video piece that would explain not only the concept of branding but also why it is so vital to a company’s success. The required piece would need to be short, to the point, memorable and entertaining. So, Landor undertook the challenge of creating a full-scale production. How does one take a relatively abstract idea, like branding, and transform it into a two and half minute, easily comprehended video for a highly varied audience? They called Beyond Pix’s Creative Services to take the project from the early stages of concept all the way through to a finished video, ready for distribution.

Execution

Landor's Josh Hittleman directed the project, working with Beyond Pix directors of photography Celso Bulgatti and David Scardina in the creation of shot-by-shot storyboards. Extensive creative pre-production included wardrobe selection, custom fabrication of props and set pieces, and the composition of green-screen elements with 3-D CGI motion visuals created by XY3d of Palo Alto. Nancy Hayes took charge of casting nearly twenty SAG actors, and with veteran D.P. David Scardina’s expertise, the video was shot in full HD with cinema quality lenses inside one of the Bay Area’s premier soundstages: Goal Line Productions in Pleasanton. Beyond Pix’s Peter Jarit supervised Post Production – including da Vinci color correction at Spypost/SF and a full audio post with an original music score by David Earl at Pyramind Sound/SF. In the end, Beyond Pix handed Landor a cinema quality video, titled “A Simple Story About How Brands Work,” that successfully communicated the complex idea of corporate branding.

Photos (13)

Video: "Landor Testimonial"

Designology 2009

Challenge

Continuing a tradition started by founder Walter Landor, the company created the Landor Salon Series – an invitation only gathering of senior-level marketers, thought leaders, and interesting people who have compelling ideas to share about branding, innovation and design. The Salons are designed to immerse guests in a truly unique experience. In May 2009, design thinking and innovation were Landor's topics of choice for the upcoming Designology Salon where participants would address questions like, What is design? Who owns it? What roles do mistakes and failure play in true innovation? While maintaining the exclusivity of the event, Landor wished to enrich a wider audience with this Salon’s creative energy and ideas. Why not enable these discussions to live on long past the evening of the event? For the first time in Landor’s history, they decided to offer the Salon as a live streaming event. They would use their San Francisco offices to serve as the venue, transforming the lobby and walkways of the first floor into a stage and networking arena, while work was still being completed during the day.

Execution

Britt Dionne, Senior Marketing Communications Manager of Landor, had previously worked with Beyond Pix Studios for several of Landor’s marketing and internal projects. Beyond Pix Creative Services worked together with Dionne to create the live production. One camera could never be dynamic enough for such a multi-tiered event. Beyond Pix Creative Services Department determined that the best approach would be a multi-camera live switched show, much like any television broadcast. Panelists could answer questions directly from the audience while never missing a beat with camera coverage. Beyond Pix Interactive Media properly formatted the video web cast to distribute the event on the Internet. Not only would this medium give Landor a larger reach, it would allow for live questions and answers from those viewing the video on the Web. Beyond Pix Studios recorded the event to tape and created clips and highlights of the evening so that it might live on forever.

landor

Designology 2009

Power of Brand

CitiGroup "Power of Brand"

Designology 2009