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To promote its upcoming docuseries, 1968, CNN partnered with Miami-based agency 2C Creative.
To help execute its creative vision, which involved an organic, in-camera approach, CNN paired 2C with Director of Photography Chris Webb. Webb had previously worked with both partners on campaigns such as Spike’s Ink Master and CNN’s The Seventies.
“This was a simple concept, but not so simple to execute. The team at 2C and Christopher Webb’s FX WRX worked hard at the details and really brought something extra to the table,” said CNN Creative Director Sean Houston. “We’re really happy with the way they brought this concept from Senior Producer Nicole Giles and Designer Alvaro Morcillo to life.”
Each 15-second teaser is intended to evoke an iconic memory from the era, whether that’s the microphones that the Rev. Dr. Martin Luther King Jr. spoke into just before he was assassinated or the draft cards that young American men burned.
To make sure each object appeared larger-than-life, the team used a periscope lens that allowed Webb both to get very close while keeping a wide frame of view. 2C also used puppeteer rigs to keep the lighting as real as possible.
“There’s a level of reliability in these vintage filmmaking tools, and that’s one of the things that feeds into Chris’ technique and the overall authenticity we were able to achieve,” said Brian Eloe, 2C’s live-action/ creative director. “The idea or sensibility that we want is for this to feel as natural and non-CG as possible. After all, we’re speaking about history here, so it’s important to tell these stories and create these trailers that still have a reverence to history and fact.”
The four-part series will air over two nights — Sunday and Monday, May 27 and 28 — on CNN.
CREDITS
Client: CNN
VP Creative: Whit Friese
Sr. Director Production: Dan Brown
Creative Director: Sean Houston
Account Director: Lara Hurst
Sr. Writer/Producer: Nicole Giles
Sr. Graphic Designer: Alvaro Morcillo
Sr. Production Manager: Julie Bitton
Agency: 2C
Chief Creative Officer: Chris Sloan
GM, Senior Director of Operations: Nikki Coloma
Live-Action Director / Creative Director: Brian Eloe
Creative Director: Marni Wagner
Editor: Chris Volz
Editor: Jesus Martinez
Editor: Pablo Coig
Editor: Johanser Martinez
Graphic Designer: Dmitri Zavyazkin
Graphic Designer: Andy Fernandez
Executive Producer, Graphics: Bob Cobb
Design Director: Luis Martinez
Technical Operations Manager: Ashley Hartford
Assistant Editor: Williams Naranjo
Assistant Editor: Kelly Lanman
Audio Engineer: Cesar Haliwa
Collaborators
Director of Photography: Christopher Webb
Line Producer: Russell Katzman
Art Director/FX: Marco Cousins