Drum Silver–Animation
Telly Gold – B2B
Telly Silver– Digital Environments
Palmetto Award

CHALLENGE:

South Carolina Department of Commerce lacked a reputation as a leader in technology, life science and automobile manufacturing. This perception gap was creating a significant lack of consideration for corporate relocations.

 

SOLUTION:

New Brand Identity, Tagline, Positioning, Strategy, Guidelines, Social Media Kit and Integrated Launch Campaign "Launch to Legacy"

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Upon reviewing all state department commerce advertising initiatives, it became evident that they were all the same, making them not only unmemorable but also confusing. All featured beautiful, industrial video vignettes complemented by deep voice-overs and powerful scripts of world domination. 

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My strategy was not only to look, sound, and be different, but to craft our narratives through business leaders who took a risk, dreamed differently, and found the only place where they could "work where they love." This 'Shoulder of Giants' strategy helped us recruit, script and write with authenticity and poignant storytelling from corporations including BMW, SONOCO and Nephron.

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But it didn't stop there. We couldn't just say we were innovative, we had to show it. The entire campaign rethinks time and space, adjusting scale and speed to create a sense of wonder, imagination, success, and innovation. With commercials featuring 24-plate composites, a dual-frame rate telescoping technocrane on tracks, sync dialog, live-action actors, and CG animation and environments, we challenged every element of production, including budget, with incredible forethought and problem-solving.

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RESULTS:

South Carolina is achieving their best year-over-year results while galvanizing the constituents around the new South Carolina promise and branding.