When ad agency The Brooklyn Brothers approached New York-based design and story-driven creative engagement studio, Loyalkaspar, about collaborating on a campaign for Insight Communication, the U.S. ninth largest cable operator (serving the Kentucky, Ohio and Indiana areas), they knew it would be a test on a number of levels. Not only was the idea creatively challenging, but given the project’s budget restrictions, it would also force them to rethink how to achieve the spectacular results the concept demanded.
”Everyone knows how it is these days: clients want double the work for less than half the budget,” Guy Barnett, Writer, Brooklyn Brothers says. ”And they don’t expect any drop in standards — theirs or ours. This job was even more extreme than usual. But we knew that in partnering with Loyalkaspar we could get it done, without sacrificing the quality of the work. I’m happy to say we were right. You don’t see the struggle to get the job done. All you see is effortless and innovative animation.”
In the end, Loyalkaspar jumped on board with reckless abandon and quickly arrived at a creative solution to work around the budget without compromising the creative, which included bringing in some animation assistance.
”We have a great relationship with The Brooklyn Brothers and love working with them,” says David Herbruck, Loyalkaspar Partner and Director of the ten spot campaign. ”The creative was so good that we didn’t want to simplify it and possibly water-down the end result.”
Because the spots demanded a volume of high-end 3D, Loyalkaspar partnered up with two of the best 3D boutiques out there — Magoo Studios, Soderhamnm, Sweden, and Galaxy 61, Brooklyn, NY.
”We’re worked with Galaxy 61 several times and I knew they had the chops to do this,” Herbruck adds. ”We had never worked with Magoo before but we’re great fans of their work. As luck would have it, this project coincided perfectly with their desire to break into the American market.”
Set to a beautifully hypnotic score by music house Nylon Studios, New York, all 10 of the spots use the Insight logo, which features a bundle of wires, as the catalyst to describe the different benefits their homegrown and customer-first philosophy. In each spot, wires stretch around the screen forming the visual accompaniment to the folksy voiceover — from rural farmlands to facilitating human connections at a cosmopolitan small business firm, the animation reinforces the brand’s score values of customer service, innovation and any appearance of corporate pretensions.
Click here to watch the Insight Communications spot.
Recognizing that the process is just as important as the end result is just one of the ways design house Loyalkaspar (http://www.loyalkaspar.com) distinguishes itself from the creative herd. Clients return for that reason. Founded by directors David Herbruck and Beat Baudenbacher, Loyalkaspar has quickly earned a reputation among advertising creatives and network executives as a creative hub where daring creative and innovative execution intersect, resulting in engaging brand experiences.
Client: Insight Communications
Project: 10 spot branding campaign
SVP Brand: Pam Euler Halling
President and Chief Operating Officer: Dinni Jain
Agency: The Brooklyn Brothers, New York
Production/Design: Loyalkaspar, New York
EP / Director: David Herbruck
CD / Designer: Beat Baudenbacher
Senior Producer: Melissa August
Production: Bullet, New York
Producer: Patrick Oliver
Music/Sound Design/Audio Post: Nylon Studios, New York
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