Superconductor Launches Undercover Arnold Schwarzenegger Campaign For Veloz

Superconductor is proud to launch its first campaign ever for Veloz, a non-profit group dedicated to increasing electric car sales. “Kicking Gas” is an integrated campaign starring Arnold Schwarzenegger that mimics the launch of a summer blockbuster. Created in collaboration with Oak Productions and Bullitt, and directed by Emmy-Award winning Josh Greenbaum, the films feature Schwarzenegger going undercover as a colorful, moustache-wearing used car salesman on a mission to sell gas-guzzlers. Rickett & Sones is the director/photographer duo responsible for all still photography.

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The campaign includes a 3-minute video, three :15 second spots, out of home, and social and display advertising—all centered on the Kicking Gas theme. Schwarzenegger, who worked across the aisle as California Governor to enact historic clean transportation and clean energy initiatives, launched “Kicking Gas,” on his social network this morning.

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“Over 16 years ago, I set out to prove that you can have the car you love and the clean air you need,“ said Schwarzenegger. “I greened my fleet of personal cars, including my Hummers. And I challenged the auto industry to do the same. They now have the electric vehicle technology to outcompete gas-powered cars.”

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“Kicking Gas” is part of Veloz’s “Electric For All” public awareness campaign, a multimillion-dollar effort uniting car manufacturers, utilities, clean air advocates, government and other stakeholders. It is an unprecedented alliance of unlikely partners, and the use of humor, not fury or fear, to engage hearts and minds. With that ethos as the center of the strategy and execution, the creative stakeholders crafted a campaign that aims to inform through entertainment. Schwarzenegger’s interactions with would-be customers provide a hilarious way to demonstrate electric vehicles are simply better cars – for drivers, for the country, and for the planet.

“Tough guy Arnold Schwarzenegger has no problem making fun of himself. Imagine a world leader like that—willing to do what it takes for the greater good,” said Mary Nichols, who serves on the Veloz leadership team. “For some members of our unlikely coalition, this campaign is tricky and treads difficult territory. Change is hard. But everyone knows the future is electric, and California, for one, is committed to capturing the market advantage.”

“Our goal with Kicking Gas is to bust barriers and kick down the norms of traditional electric car campaigns,“ said Josh Boone, executive director of Veloz. “Veloz brings together an unlikely coalition of automakers, public-policy leaders and other sectors as positive world changers. We are focused on igniting public imagination through innovative and bold messaging—electric cars are more fun, more performance, and more exciting than other cars. Everyone should know they are simply the best drive ever.“

Founded by The Russo Brothers, Justin Lin, Todd Makurath, Luke Ricci and Chris Adams, Superconductor specializes in creating Must See Marketing—content that audiences choose to watch and experiences they love to engage with. They do this by breaking down the barriers between clients and creators—including the writers, directors and technologists behind many of Hollywood’s biggest hits.

“Superconductor sits at the intersection of advertising and entertainment, so a campaign promoting electric cars with Arnold Schwarzenegger is exactly what we were built for,” comments Chris Adams, Superconductor CCO. “We’re really honored that Veloz trusted us to help bring this to life.”

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Lyft and Cut+Run Celebrate the Gender Spectrum with "Two Is Too Few"

A new video campaign via Lyft honors the spectrum of LGBTQ+ humanity with the fact that people should no longer have to define their gender by ticking one of only two boxes. The film, Two Is Too Few, edited by Ben McCambridge at Cut+Run, boldly celebrates this truth with striking beauty and the unapologetic stance that all expressions of gender identity should be recognized. Supporting the visual message is a music track recorded in 1969 by pioneering transgender soul singer Jackie Shane, who passed away earlier this year.

It’s not just talk, there’s action: Lyft is translating the conversation to activation by introducing pronouns to its passenger app, and is the first rideshare network to offer many gender and pronoun options, as well as the option to not state or list. In support of its transgender drivers, Lyft is offering free resources through National Center for Transgender Equality (NCTE) advising on the name change process, and are providing $200 financial support for name change fees, executed in partnership with NCTE.  Through Lyt’s program Round Up & Donate, Lyft passengers have raised $3 million to date for Human Rrights Campaign (HRC), the nation’s largest lesbian, gay, bisexual, transgender, and queer (LGBTQ) civil rights organization.

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 “We wanted to create a film both celebrating queer history while also demonstrating that gender has always existed outside of the male/female binary,” says Tori Main, Lyft Artistic Director. 

“The fight for equality is a community effort and this was our opportunity to model how brands can use their influence to create bodies of work that push the popular cultural narrative to amplify, uplift, and serve marginalized voices,” adds Jane Goodwin-Bell, Lyft Creative Copywriter.

Hype WorldCut+Run
Almost Gold Shines With Major Studio Expansion & Talent Roster

Design-driven production studio Almost Gold is excited to unveil a major expansion of both environment and talent. In addition to production, animation, and motion graphics capabilities, Almost Gold now offers editorial, color, finish, VO recording, and audio mix in its newly completed East Wing. The expansion comes as Almost Gold marks its five-year anniversary as a creative partner for agencies, brands and artists, producing content of the highest quality. 

Linas Jodwalis

Linas Jodwalis

Almost Gold’s new East Wing embodies the studio’s design expression where artist loft meets MidCentury style. Two bays wrapped in warm hardwood unite comfort and the latest technology to tackle full 4K throughput; Crushed gold velvet envelopes the funkiest VO recording booth in town, while a central conference room rounds out the space that expands Almost Gold to 3000sq/ft. Located in Chicago’s West Town neighborhood, Almost Gold is a space to create. Find out more at http://www.almostgold.com/studio.pdf

Paul Klinke

Paul Klinke

Inspired by the concept of artists-in-residency, Almost Gold taps curated, premiere talent for multi-versed creative teams for project scope, style, and screen.

Creative Director Linas Jodwalis, who founded and designed the studio, explains the approach to Almost Gold’s creative amplification: “As we earned our clients’ trust in production and design, they’ve looked to us as a creative resource in expanded ways. The strategic decision to embrace a non-exclusive talent model allows us to stay lean and flexible while emphasizing quality and creativity with longtime creative collaborators.”

When asked what the future holds for Almost Gold, Executive Producer Paul Klinke had this to say,
“Just a few years ago, shared workspaces disrupted the small business world. Our idea was to design an environment where creativity can thrive; where people from various disciplines can come together to hatch interesting ideas and make them happen. That’s the future we are betting on, and one we think resonates with both creators and clients.”


Almost Gold’s represented artists are:

Senior Colorist Jeff Altman

Jeff is a Senior Colorist and Chicago native with over a decade of experience coloring national commercial campaigns, television series, and independent films. He has colored projects that have screened at SXSW, Sundance, Cannes, and TIFF, along with advertising campaigns for Capital One, Jeep, Toyota, Makers Mark, Michelob, Wendy’s, Disney, GE, Jack Daniels and more.

Senior Colorist Fred Keller
As a Senior Colorist working on commercials, music videos, and long-form programming, Fred is known for his talent and dedication to the craft. Working with leading agencies including Leo Burnett, DDB, FCB, BBDO, Havas and McGarryBowen, he has contributed to campaigns for McDonald’s, State Farm, Coors, Walmart, Alfa Romeo, Capital One, Skittles and many others.

Editor Dean Gonzalez
Throughout his career, Dean has been the go-to for musicians like Aerosmith, Red Hot Chili Peppers, NAS, LL Cool J, Kid Rock, Nicki Minaj, and commercial clients such as Reebok, Nike, Bose, J Crew, Michelob, McDonald’s, Kohl’s and many more. Additionally, Dean somehow finds time to cut countless award winning Indie films, and documentaries. 

Editor Nate Pence
For over 15 years, Nate has worked nationwide at leading post houses and design companies, editing distinguished and stand-out campaigns for Groupon with Tiffany Haddish, Intel’s collaborative launch with Tag Heuer, Cosmopolitan of Las Vegas, Illinois Lottery, and Nike Air Society.

Editor/DP Kenneth Browne
Kenneth has made a career traveling the world creating and editing epic content that makes everyday life look cinematic. As an FAA licensed drone pilot, Kenneth has shot and edited from both poles of the planet, and everywhere in between. His clients include Toyota, MAC, SC Johnson, Red Bull, The Food Network, Samsung, Caterpillar and Jack Daniels.

Audio Engineer Sarah Krohn
Hailing from the rocky shores of Southern England, Sarah has been engineering audio on this side of the pond for agencies and post houses for nearly 10 years. Some notable clientele include: Google, Oscar Mayer, BCBS, Bud Light, Pepsi, Quaker, Samsung, SXSW Film Festival, Aleve, Wrigley, Hilton, Marriott, Disney, and CVS.

Hype WorldAlmost Gold
Taking What If To What’s Next: Production, Design, Technology & Post Unite At Chapeau Studios
Karuna Venter, Lauren Mayer-Beug, Ben Looram, Chris Gunn, Jesse Hoy, José Nuñez.

Karuna Venter, Lauren Mayer-Beug, Ben Looram, Chris Gunn, Jesse Hoy, José Nuñez.

Chapeau FX has evolved into Chapeau Studios, expanding Chapeau’s core team from its VFX/animation foundation into production, design, and creative IP development (both for digital content & technology). Leading Chapeau Studios are Chapeau’s founders Ben Looram and Karuna Venter, along with Creative Director/Partner Lauren Mayer-Beug, Head of Creative Content Development Jesse Hoy, Head of Film/Video Production José Nuñez, and Business Strategist Chris Gunn. 

Founded by seasoned VFX supervisor Ben Looram, Chapeau’s DNA is wired for highly confidential, pixel-perfect, R&D-driven projects, and the ability to seamlessly integrate with any creative team in any capacity. Chapeau Studio’s expansion builds upon the leadership team’s effects, design, and user experience backgrounds, adding increased capabilities to take projects from creative concepting & look development, into technical development & live production, all the way through post and activation. 

Chapeau Studios was born out of Chapeau FX’s history of innovation which has helped bring to life category-defining and award-winning projects. Notably among them, Facebook’s customizable bespoke films - Friends Day, Birthday and Friendversary - for which Chapeau FX, led by Looram and Mayer-Beug, worked with Facebook engineers to develop a smooth, processing-light “dynamic compositing” methodology that rendered users’ personalized content into the films that Chapeau and Facebook created together. 

“In many ways, Chapeau Studios is a natural progression of what we’ve built with Chapeau FX. We’ve always worked outside of the lines, fearlessly investigating what-ifs and how-tos. That’s what we love, and Studios allows us to investigate and create from a deeper place,” explains Managing Partner/Experience Design Director Karuna Venter. 

“Along with traditional disciplines, like visual effects and live-action production, we can do integrated explorations and problem-solving across media disciplines,” she elaborates. “We believe that the future of content is multi-modal, and Chapeau Studios is here to help brands transition into their own futures.”

With an emphasis on discovery and solutions, Chapeau Studios provides an integrated approach to collaborations with agencies, brands, networks and other content distributors who wish to capture the hearts and minds of audiences in a fractured landscape. 

As Creative Director of Chapeau Studios, Lauren Mayer-Beug is able to create for a variety of media, in roles as varied as director, animator, photographer, designer, and conceptual lead. A RISD-trained artist and creative engineer, she is well-versed in illustration, design, and photography, which combine to inform her many years in animation and film.  Throughout her career spearheading visual effects and design campaigns at major design and VFX houses, as well as in-house at brands like Beats and Apple, Creative Director Mayer-Beug has played an instrumental role in creating wonder through visual storytelling. Keenly interested in ever-changing digital narrative formats, her honed eye & technical prowess pushed her to elevate creative for projects like Dr. Dre’s “I Need a Doctor” and Canon’s “Project Imagination” short films, and proved uniquely valuable for the work she and Looram did for Facebook. For over 12 years, she has collaborated with Chapeau’s Looram on ground-breaking projects serving millions of views and activations across all platforms, and brings a new design leadership role to Chapeau Studios. 

“Chapeau Studios is about custom tailoring each experience for clients who increasingly come to us to make things from genesis stage,” adds Mayer-Beug. “We approach from the fusion mindset of artist and engineer, and feed off of invention. This is our happy place.”

Joining as Chapeau Studios’ Head of Creative Content Development is Jesse Hoy, most recently a content producer with Apple. As Director of Development at Superjacket Productions, Hoy developed TV show ideas, connected with new talent, and managed relationships with networks and buyers. He was also the showrunner for Big Breakfast’s Fatal Decision, and produced 52 four-minute episodes for Verizon’s Go90. 

Leading the live-action production expansion is José Nuñez, a veteran live-action producer known for his ability to plan and execute complex shoots across the globe for leading brands. He brings years of experience producing shoots for directors at companies like MPC, Caviar, and RSA to Chapeau Studios. He is also a founding partner of SpaceNative, specializing in immersive media and emerging technologies. 

On the forefront of business strategy is Chris Gunn, who has worked with clients across key digital media sectors both via his own consulting company and in-house at companies operating at the intersection of technology, communication and entertainment, including UFan8, Digital Communications Group, and Poynt. He has also held executive business development roles with both startups and well-established media companies, including an advisory role at Twitter. 

Together, this team leads a multidisciplinary studio of creatives who provide everything needed to get from What If to What’s Next. Find out more at www.chapeaustudios.com and follow via Instagram @chapeaustudios.

Hype WorldChapeau
Erin Serletic Named Executive Director Of Client Partnerships For The New Blank
Erin Serletic

Erin Serletic

The New Blank is excited to welcome Erin Serletic who joins the design and production studio as Executive Director Of Client Partnerships. Serletic brings industry acumen and a true passion for creative process to her business development and client management role.

“We’ve been big fans of each other for so long that joining forces feels very natural,” relays Serletic. “They are as wonderful as they are talented. Fun is how The New Blank defines each collaboration, even as they are incredibly serious about what they do. Holistic in approach and thoughtful in process - it’s a rare combination, which clients value as do I.”

“We’ve long admired what Erin has brought to each role and company, and have informally sought her astute advice over the years,” says The New Blank Co-Founder Sevrin Daniels. “For everyone, this is a connection point and collaboration made official at the perfect moment. We are excited to have her as our voice and ongoing presence in the national market.”

In addition to The New Blank, Serletic also heads up business development at Dark Burn, which specializes in game trailers. Her previous experience includes successful tenures at leading design and branding firms including Capacity and Trollbäck+Company.