Santa Monica, CA, April 7, 2017 — This year's Newport Beach Film Festival explores the depth of film via an integrated advertising campaign that inspires audiences to immerse themselves in another world. The campaign, by ad agency RPA, explores the theme "Go Deeper," encouraging its audience to look past life's surface and discover the stories beyond.
The promo begins with the iconic image of a suited-up man lost in a barren sea. He drops a message in a bottle into the ocean, where, ironically, it sinks into the depths below. From an old sunken ship with skeletal party guests to dozens of bottles on the sea floor and an explorer's submarine, it's clear that the lonely man at the surface was never alone. The promo wraps with the bottle traveling back to the man years later and revealing in his own message, "Go Deeper."
"The theme of this year's campaign reflects the thriving arts community in Orange County that encourages audiences to dig deep into art. Art always gives back," said Co-Founder and Director of Marketing Todd Quartararo. "We also love the fun nautical nod to Newport Beach's infamous beach culture."
The promo, by director Jed Hathaway and ShadowMachine, marries stop-motion elements to live-action miniatures to bring to life the existential underwater story. Former Tool bassist Paul D'Amour produced and scored the music. A behind-the-scenes video uses time-lapse to show the making of the promo, including the use of an 800-gallon fish tank. Animated title design by Laundry! bring to life Isaac Benavidez's handcrafted typography.
The campaign also consists of print running in the Los Angeles Times, OC Weekly, Variety, Entertainment Weekly and others, as well as Festival programs and out-of-home boards throughout Orange County and Los Angeles. The key art, created by award-winning photographer Markku Lahdesmaki is reminiscent of a Dutch master's painting framing the message in a bottle on a reflective ocean surface.
"If there's one thing we've learned after so many years of partnering with the Festival is that there's an incredible depth that can be gleaned from 350 films from 40 countries. Our screens are consistently exposing audiences to hot-button issues while building important careers and engaging in every form of storytelling. It's a remarkably enriching experience," said Scott McDonald, VP, creative director at RPA. "We wanted a brand film that was a window into another world."
The Festival will run throughout Newport Beach and Costa Mesa, beginning April 20 and concluding April 27, screening the best in contemporary and independent film to an audience of 55,000.
Credits Client: Newport Beach Film Festival Director of Marketing and Public Relations: Todd Quartararo Agency: RPA EVP, Chief Creative Officer: Joe Baratelli VP, CD: Scott McDonald AD: Amy Wong CW: Katie Handfelt SVP, Chief Production Officer: Gary Paticoff VP, Executive Producer: Selena Pizarro Assistant Producer: Claire Hendon Associate Project Manager: Tracy Rosen
Account Director: Megan McDonnell Account Executive: Christina Winsor
Production Company: ShadowMachine Executive Producers: Alex Bulkley, Corey Campodonico Director: Jed Hathaway DP: Aaron White Producer: Jack Zegarski Gaffer: Kurt Hall Key Grip: Pat Murphy Dolly Grip: Brad Carr Production Designer: Adam Lawrence Prop Fabricator: Ashley Gall Set Fabricator: Nina Palomba Art PA: Anthony Hatcher Character Fabricator: Jenny Hogan Animator: Dante Tumminello VFX Artist: Cam Leeburg 3D Modeler: Asha Jagannathan
Editorial Company: Cut+Run Managing Director: Michelle Eskin Executive Producer: Amburr Farls Senior Producer: Jared Thomas Editor: Russell Anderson
Online: Bacon Flame Artist: Mitch Gardiner Producer: Marguerite Olivelle
Music: Paul D'Amour
Color Services: Framestore Senior Colorist: Beau Leon Assistant Colorist: Jonah Braun Color Producer: Andrew McLintock Assistant Producer: Tiana Petrullo
VFX Studio: Jogger Executive Producer: Rich Rama Producer: Ben Sposato Flame Artist: Andy Brown Flame Assist: Jorge Tanaka
Title Design and Animation: Laundry Creative Director: PJ Richardson Executive Producer: Garrett Braren
Audio/Final Mix: Lime Studios Executive Producer: Susie Boyajan Sound Engineer: Dave Wagg
Key Art Photography: Markku Lahdesmaki Program Ad Photography: Eddie Granado, Liz Phillips Typography: Isaac Benavidez Interstitials: Spencer Sanchez
About RPA RPA, headquartered in Santa Monica, Calif., is a leading independent full-service advertising agency, whose mission is to create ideas and experiences that put "People First," within a culture that empowers individuals and teams. 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 and Southwest Airlines. 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.