CLIENT: CREATIVE THEORY AGENCY // ROLE: ART DIRECTOR, EDITOR & MOTION DESIGNER
THE NEED
How do you embody a full-service marketing agency’s full array of capabilities in a medium traditionally intended to showcase cinematography prowess?
The Approach
I was tasked with developing the next evolution of the Creative Theory Agency brand by creating a 90-second showreel that could tell the story of where the company is and where it’s going.
With oversight from the Chief Creative Officer, Head of Production, and Art Director, I rewrapped the concept of “showreel” into “agency reel” which exemplified the intention of the asset.
The Process
What separates the top tier of video and film production is planning, depth, and intentionality. The elite know why we make every camera movement, animation, sound-effect, and all other creative decisions that go into a final product.
With this reel, I storyboarded the various scenes to provide a versatile and tangible way to move scenes around, ideate, plan animation approaches, and consider how they would ultimately connect in the completed film.
Direction
I crafted an art direction that utilized motion design to center the interconnection of each featured campaign, bookended by a tiled array of video clips of hands of colour at work to help communicate that Black & Brown hands are at the heart of this agency’s work.
Project Team
Art Director, Editor & Motion Designer: Trevor Wentt
Creative Oversight: Gary Williams Jr., J’Nay Penn, & Trivell Miller