Santa Monica, CA, April 5, 2016 — The Newport Beach Film Festival is back again this year with an inspiring ad campaign set to build interest in and attendance at the festival, taking place April 21???28. The integrated campaign, called "We're Being Watched," turns the tables on the voyeuristic act of movie watching and cleverly asks its audience, "Who's watching whom?" Created by RPA, now in its seventh year partnering with the Festival, the campaign shifts the viewpoint of "the watcher" and drives the narrative.
"'We're Being Watched' communicates how real life informs what happens on screen and vice-versa, as film is an exercise in capturing the human experience and the boundaries of human imagination," said Co-Founder and Director of Marketing Todd Quartararo. "There is a fantastic opportunity to reimagine how we perceive reality and our traditional expectation of the way it unfolds before us."
At the center of the campaign is a mind-bending short that takes the audience through an experience, characterized by a constant change in perspective and size — revealing stories within stories and ultimately, worlds within worlds. The viewer follows characters from four separate storylines. As their stories unravel, the viewer learns the characters are connected in this parallel universe.
The campaign also consists of print running in the Los Angeles Times, OC Weekly, Variety and others as well as Festival programs and out-of-home boards throughout Orange County and Los Angeles. The key art features a hypnotic blue iris that upon closer inspection is actually an aerial photo of an island, complete with local beaches, boats and piers.
"Working with the Newport Beach Film Festival affords us the ability to stretch our creative muscles, get inspired by the amazing art form and bring out this brand's unique personality. The Festival's willingness to take risks and embrace the unexpected has allowed them to create a true distinction within the hundreds of festivals in America," said Scott McDonald, VP, creative director at RPA.
The Festival will run throughout Newport Beach and Costa Mesa, beginning April 21 and concluding April 28, screening more than 350 films that highlight the best in contemporary and independent film from more than 40 countries to an audience of 55,000.
Credits Client: Newport Beach Film Festival Director of Marketing and Public Relations: Todd Quartararo Campaign: We're Being Watched First air: 4/4/16 Agency: RPA EVP/CCO: Joe Baratelli SVP/GCD: Pat Mendelson VP, CD/AD: Scott McDonald CW: Joshua Hepburn SVP, Chief Production Officer: Gary Paticoff VP/Executive Producer: Selena Pizarro Senior Producer: Kay Lynn Dutcher
Music Track: "A Serial Universe" Composer and Sound Design Credit: Peter Lauridsen
Production: Jogger Director: Jogger Creative Director: David Parker DP: Alice Gu Executive Producer: Rich Rama Producer: Geno Imbriale
Editorial Company: Cut+Run Editor: Lucas Eskin EP: Amburr Farls Senior Producer: Remy Foxx Assistant Editor: Lauren Brown
VFX: Jogger VFX Producer: Nancy Hwang/Ben Sposato VFX Production Coordinator: Erica Cruz Flame Artist: Shauna Prescott Flame Artist: Gavin Camp Flame Artist: Cole Schreiber
Color Services: The Mill Senior Colorist: Damien van der Cruyssen
Title Design & Animation: Laundry! Creative Director: PJ Richardson Executive Producer: Lindsay Bodanza
Audio: Lime Studios Audio Engineer: Matt Miller
Key Art/Program Ad Photography: Karel Polt, Asher Hung, Candela Rebot
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, ampm, Apartments.com, ARCO, CoStar Group, Los Angeles Clippers, Farmers Insurance Group, Intuit Small Business, La-Z-Boy, 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 21???April 28 and will spotlight over 350 films from around the world.