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UNIT No.11001004

Art Direction and Media.

DON’T THINK ABOUT ARTDIRECTION AND MEDIA.

THINK ABOUT MONEY.

DON’T GO TO UNIVERSITY.

GO TO WORK.

Paul Arden

BE CLEVER- DON’T BE TOO CLEVER.

ASTONISH YOUR AUDIENCE

AND NEVER LOOSE YOUR CAPACITY TO BE ASTONISHED.

STEAL.

It’s not where you takethings from-it’s where

you take them to.

Case study: mofilm.com

Case Study 3 – SUNDANC‘E’CLIPS

This project was launched at the GSM Congress on 12th February 2007 in Barcelona.

Robert Redford’s plan for an online short film business channel has the ability to captureand secure access to film content in the same way the major music labels have capturedmusic video online and to mobile devices.The business is a forerunner to an exciting and lucrative online broadcasting (IP TV) market and Mobile Market.

Our task:We were invited by Jeffrey Merrihue, CEO of Accenture Marketing Sciences Worldwide to partner his company in this project.

Our first task was to invent a brand name for this new entity. We are currently producing the onlinebranding/identity and designing/producing the website,in support of the new global digital business.

Online animated ident

Sundance Group home page

A few of the many early concepts.

MOBILEONLINEmofilm.com/call_for_entr ies. &

Jeffrey Merrihue Executive Chairman

Working with Holdens is a partnership

that stretches back over ten years.

The big idea: ‘Hello Mobi’. The blue whale is our inspiration.

What we produced:Logo and branding, stationery,

website styling, literature, and an exhibition stand at the GSMA Mobile World Congress.

The greatest mobile and online short film concept ever.

A hub of creative expression.The creative elite of film making from

festivals across the planet, a powerhousefor the world’s film makers.

Communicating across the oceans,giving voice to any subject, topic or cause.

As inventive and playful as the bluewhale.

The blue whale is our inspiration.

Mobi is a blue whale.This leviathan of the deep is the largest

creature ever to live on Earth.With a brain six times the size of man’s and

a heart the weight of seven men, with sevengallon testicles and arteries you could swimthrough, it moves in a sea of sound.

Its voice transcends the globe, sendingbeautiful sights and sounds over thousands of miles across the oceans.

Just as we do with short film.Mobi is also our mascot.

The blue whale is our inspiration for Mofilm.Just as the song of the blue whale transcendsthe globe, so Mofilm launched a mobile andonline short film concept with global reach.It continues to attract film makers fromaround the world and is now established asan international brand. Mofilm engages withover one hundred thousand film makers-bothestablished and aspiring-creatingopportunities for presentation on mobile, on line and social networks, in addition totraditional marketing channels.

Pepsi: Goa: Short Film ContestCOMPETITION OPENSubmission Deadline:Nov 9th 2010, 12:00 noon GMT

Pepsi brings you the chance of a lifetime. Put on your creative hats and get ready to make your very own FILM for Pepsi.

Grand PrizeOnce in a lifetime trip to experiencethe 2010 Goa International FilmFestival in India.* Round trip travel for two (2) peopleto Goa with 3 nights hotelaccommodation.* Exclusive screening event of your video at the MOFILM awardsnight in Goa.* PepsiCo (India) will promote thewinning entries extensively acrosstheir digital platforms and talk aboutit to the media as well!* Rs. 150,000 (or US$3000 outside ofIndia)2nd Prize* Rs. 100,000 (or US$2000 outside.of India)3rd Prize* Rs. 50,000 (or US$1000 outside of India)

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