TreeHugger, the leading green site on the internet, advocates for living a simpler environmentally-friendly lifestyle and practices its preaching with a minimalist design sensibility. The brand’s various icons, including hero tree logo, are simple as well as Spanish Modern Art inflected. When the need for an on-air spot promoting the site’s growing Gift Guide vertical, we spotted the need for a TreeHugger Gifts icon. So we reached out to the lushly talented Federico Slivka Lederer to get our fix. He came back with something that blew our hemp socks off: gift box bow made out of the top of the TreeHugger hero tree — we think deploying an exclamation point or two here is justified, so please allow us to add: !!!!!!!!!! The rest of the creative fell into place from there.
Next challenge up: how to deliver a spot worthy of the brand’s elegant aesthetic, but (you know what we’re going to say) on a budget. Dagnabit, the B word! Hey, it’s a fact of life and seriously, we see limitations as opportunities. Regardless of budget, we always cover each and every base so we wanted to get Jedi wisdom on the project. Enter Chris McKenna, the mastermind behind Wee Beastie the titularly diminutively yet powerful design boutique her in NYC. Although Chris doesn’t do that Yoda reverse sentence structure thing like “achieve the desired results, you will,” he imparted key approaches and invaluable ways of framing the undertaking so that we could get it done super-great even with minimal coin at our disposal. Thanks, Chris!
We went on to suggest to the client that we shoot some versioning for specific gift-giving holidays and the rest is history.
Also, we designed a generic TreeHugger branding spot to deliver as part of the entire package of creatives.
TreeHugger Gift Guide
TreeHugger Go Green
Gifts 4 the Outdoors Lover
Elephant Art Green Gifts
TH Gift Guide Spot :15
TH Go Green Spot :15
TH Go Green Spot (Buy Green Tag) :30
TH Go Green Spot (Buy Green Tag) :15
IPM Motion Graphic "Snipes"
We Did It: TH On-Air & Web Spots
Summer Rayne Oakes, Talent
George Spyros, Executive Producer & Director
Melissa Hanson, Line Producer
Justin Lundstrom, Production Coordinator
Chris Bierlin, Director of Photography
Rob McKenna, Gaffer
Riad Deeb, Key Grip
Raphael Laski, Sound Mixer
Chris Newburg, Hair & Make-Up
Rahel, Wardrobe & Fashion Stylist
Tim Goodwin, Editor & Animator
Edgeworx, Motion Graphics
Michele LaTorre, Editor
Larry Shea, Editor
Gregg Marks, Editor & Audio Mixer
David Levy, Writer
Margaret Schnipper, Script Supervisor
Panasonic HPX 500 Digital P2 Card HD Video Camera
Panasonic P2 Card
Duel Adapter PCMCIA Card to ExpressCard
G-Technology G-Drive 2TB/7200RPM
Joker Bug 800
Kino Flo 2ft. 4 Bank 4 Tube Fluorescent Light
Marshall 7-inch HD Component / Composite LCD on-board monitor
Final Cut Pro Non-Linear Editing System
Sapphire Effects
Adobe After Effects Motion Graphics Visual Effects Software
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ot to be confused with the world’s smallest stop-motion animation character which happened to have been shot with a Nokia N8 smartphone, Dot is an eyeball attachment for the iPhone 4 that allows you to shoot video in 360 degree panoramas.
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