Take a stroll along L.A. Live, the new entertainment district in downtown Los Angeles, and you’ll likely see the new six spot image campaign for Wachovia, directed and designed by New York design/production house Loyalkaspar via ad agency Mullen, Winston-Salem.
The campaign can currently be seen on kiosks, HD monitors, JumboTrons and various multimedia billboards throughout the new $2.5 billion project.
David Herbruck, director and co-founder of Loyalkaspar, explained that the project was originally intended to be a single, long-form video, but early on that changed to six short spots.
"Creating six original spots to inextricably link Wachovia to L.A. Live was a formidable undertaking," Herbruck said. "We ultimately decided that the shorter spots could be more focused on the district’s events. It made things more complex and challenging, but we kind of like it that way."
Though each is unique to itself in many ways, all six spots provide a variation on the Wachovia message and cleverly incorporate their green and blue logo into the concept. For example, in Guitar, a spot highlighting the great musical acts sure to visit the Staples Center and the new Nokia Theater, the crisply styled, green and blue Wachovia logo sits against a plain white background. Abruptly, a long-haired rocker emerges from an invisible doorway. Grabbing a blue cord from the Wachovia logo, he plugs in his guitar.
His opening chords bring the logo’s green and blue lines to life, creating an intricate, swirling collage of headphones, amplifier jacks, speakers, and other animated members of the band. As the spot draws to a close, the rocker unplugs his guitar and sends the cord back into the Wachovia logo, now accompanied by typography identifying the company as a 'Financial Partner of L.A. Live'.
"We shot Guitar in a single day," explains Herbruck. "We wanted to keep a predominantly white background, so that Wachovia’s recognizable blue and green brand colours would always take centre-stage. The client wanted to convey the idea that Wachovia is the motivator behind all this great entertainment. The 3D animated 'pulse-lines' that emanate from the logo are the catalyst for all of the narratives and playful animation throughout the spots."
Other spots focus on different aspects of LA Live such as NBA and NHL sports teams, fine dining and the annual Cirque du Soleil residency.
Adds Herbruck, “In each of the spots, a hero character brings the logo and its creative energy to life. Though they are obviously similar in branding, we went to great lengths to give each spot its own unique personality by coming up with a new look and methodology for the animated ‘pulse lines.’ This was definitely a challenge, but working with the team at Mullen was an amazing experience. Right from the start we were all on the same page. There was a great deal of mutual trust on this project, which is a rare thing.”