Santa Monica, CA, March 27, 2015 — To build interest and intrigue in the 16th annual Newport Beach Film Festival, taking place April 23???30, 2015, an integrated ad campaign, "Know New Art," is designed to captivate and garner attention for the talented artists among us who have yet to be discovered. RPA Advertising, now in its sixth year partnering with the Festival, is building on the strategy of creating campaigns for the Newport Beach Film Festival that are as artful as the films that are showcased from more than 40 countries.
In-theater, TV, print, out-of-home and festival programs illustrate the distinctive personality of the Festival and the creativity it inspires by screening more than 350 films to an audience of 60,000 that highlight the best in contemporary and independent film.
"'Know New Art' articulates the Festival's commitment to find unknown artists, provide them a stage and create a big, emotional impact—sometimes on a global scale," said Co-Founder and Director of Marketing Todd Quartararo. "The Festival serves as a place of cultivating profound awareness and exposure both for the artist and the audience."
"Skeet Art," the in-theater promo from Biscuit Filmworks' identical twin directing duo, the Freise Brothers, reveals a new form of nontraditional art that serves as a metaphor for the Festival. In a high-contrast black-and-white world, the story follows an eccentric, rifle-toting new-age punk and her butler through a field of high grass, where they pause to shoot a round of skeet. Clay pigeons have been replaced with homemade color bombs filled with brilliant powder, with which the sharp-shooting artist magnificently paints the sky.
"We found ourselves at a shooting range in the desert for a friend's wedding and began to talk about our strange small-town childhood experience with guns, art and punk rock music. Seemingly unrelated things, we had this idea to re-imagine them inspired by the Festival's theme of 'Know New Art' and meld these elements into a short narrative—what kind of art would a skeet-shooting, punk rock, fine artist make," said the Freise Brothers. "This was our first time working with RPA, which was a fantastic experience. They gave us all the freedom in the world and brought so many creative ideas to the table. We developed storyboards early on, so the whole production team and crew really saw the vision from the beginning. It was great to all be on the same page."
"Everyone who worked on the project did so with the utmost passion," comments Editor Lucas Eskin of Cut + Run. "Directing duo the Freise Brothers' commitment to artistic vision is unbending and inspiring. They suggested that we make the piece black-and-white—and fortuitously I had already edited my rough cut that way. Then the RPA creatives said they had thought that too, so the idea was universal. That's the kind of collaboration this was. During the edit, I had to envision what the explosions would look like and make time for the movie magic that was being created by the VFX team at Jogger. I love being a part of this piece, and it is so inspiring to know that it will be projected on the largest screen this side of the Mississippi."
In a similar high-contrast style, the print, digital and out-of-home feature edgy, in-your-face portraits of people breaking out in a wide range of facial expressions. These are the exaggerated emotions usually expressed in the safety of a dark theater, but here the joy, sadness, ecstasy and surprise are in full, raw display.
"The great thing about creating for the Newport Beach Film Festival is that the brand is smart, eccentric and artful and allows RPA to do work in another realm. Everyone who joins the team, from colorist and photographer to editor and director, creates a collective voice which takes the work to an unexpected place that helps the festival stand apart from the pack," said Scott McDonald, VP, creative director at RPA.
The Festival will run throughout Newport Beach and Costa Mesa, beginning April 23 and concluding April 30.
Credits Client: Newport Beach Film Festival Director of Marketing and Public Relations: Todd Quartararo Campaign: Know New Art First air: "Skeet Art," 3/27/15
Agency: RPA EVP/CCO: Joe Baratelli SVP/GCD: Pat Mendelson VP, CD/AD: Scott McDonald ACD/CW: Andrea Drever SVP, Chief Production Officer: Gary Paticoff VP/Executive Producer: Selena Pizarro Assistant Producer: Grace Wang
Music Track: "Ophelia" Written & Performed by Ezza Rose Courtesy of Angry Mob Music
Production: Biscuit Filmworks Directors: Freise Brothers DP: Christian Evans Managing Director: Shawn Lacy Executive Producer: Holly Vega Head of Production: Mercedes Allen Sarria Producer: Thaddeus Herrick
Editorial Company: Cut + Run Editor: Lucas Eskin Managing Director: Michelle Eskin Executive Producer: Carr Schilling Head of Production: Amburr Farls
VFX: Jogger Creative Director: David Parker
Color Services: Company 3 Senior Colorist: Siggy Ferstl Executive Producer: Rhubie Jovanov Senior Color Producer: Matt Moran
Title Design & Animation: Laundry! Creative Director: PJ Richardson Executive Producer: Michael Bennett Producer: Kirsten Collabolletta
Audio Post Company: Lime Studios Mixer: Dave Wagg Assistant: Adam Primack Executive Producer: Jessica Locke Executive Producer: Susie Boyajan
Key Art Print Photography: Karel Polt and Asher Hung
About RPA RPA, headquartered in Santa Monica, Calif., is a leading independent full-service advertising agency, whose mission is to unlevel the playing field for their clients. RPA has a proven track record of building brands while building businesses into positions of category leadership, and has been rewarded with many long-term client relationships because of it. RPA's client list includes American Honda, Apartments.com, ARCO, CoStar Group, Delano Las Vegas, Los Angeles Clippers, Farmers Insurance Group, Intuit Small Business, La-Z-Boy, Mandalay Bay Resort and Casino, Tempur+Sealy and pivot TV. For more information, visit http://www.rpa.com.
About The Newport Beach Film Festival Celebrated as one of the leading lifestyle film festivals in the United States, the Newport Beach Film Festival seeks to bring to Orange County the best of classic and contemporary filmmaking from around the world. Committed to enlightening the public with a first-class international film program, a forum for cultural understanding and enriching educational opportunities, the NBFF focuses on showcasing a diverse collection of studio and independent films from around the globe. The 16th annual Newport Beach Film Festival runs April 23rd -April 30th and will spotlight over 400 films from around the world.