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This is professional portfolio of our international sister company.

This is professional portfolio of our international sister company.

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    Ilizz Ilizz Presentation Transcript

    • CONFIDENTIALITY STATEMENT The information contained in this document is confidential and proprietary to the company. Recipient of this document must not discuss information contained in this document, make reproductions, or use it for any other purpose without first obtaining express written permission from the company. The recipient agrees to promptly return to the company this document and any other documents or information upon request of the company. By reading this document, the reader accepts the confidentiality. 本文件中的一切内容均为我公司的保密信息并属于公司财产。文件的 接收方不得在未经公司书面批准的情况下擅自披露,复制,转借,或 以其他方式使用文件中的信息。在公司的要求下,接收方同意立刻归 还本文件或任何属于我公司的文件或信息。阅读本文件即表示同意上 述文字中所提及的所有条件。
    • MISSION STATEMENT “To create and deliver powerful messages that combines big ideas and carefully executed details to result in meaningful, lasting connections.” “我们希望以深邃的思想与严谨的工作态度创造出持久的,赋 有意义的联系” VISION The world runs on stories, they are what inspire people and give meaning to the everyday. At ILIZZ, we want to create the best and the most captivating stories with the most creative individuals, to make the most make this oversaturated world just a little more interesting. 这个世界需要故事。因为故事给予人们灵感,赋予生活意义。在 ILIZZ,我们希望能和最具创造力的人一同谱写出最精彩的故事,让 这个早已饱和的世界变得有趣起来。 “Success in any endeavor requires signle-minded attention to details and total concentration. “ Willie Sutton “ 想在任何领域取得成功都需要有对细节的严谨和完全的专注”
    • CREATIVE COMMUNICATION STUDIO GLOBAL EXPERIENCE ILIZZ works as a global creative communication studio. We work with brand leaders to develop com- mon voice, brand visuals, and col- lective story that synergize perfor- mance in a diverse global market. We offer extremely focused brand management, while our robust resource management allows to monitor creative modules of com- plex platform development from client’s local offices. EXECUTIVE PRODUCER Ilya Rozhdestvensky CAPABILITY CREDITS Global Branding Global PR TV based Campaigns Interactive Campaigns Artist Curation Art Events Event Management Museum Exhibitions Multimedia Productions Virals
    • CREATIVE COMMUNICATION STUDIO GLOBAL ARRANGEMENT Through common vision, simple controlled brand design, and global execution a brand can be build using all modern tools of communication and office arrange- mm mmmm ments. We preach and prove in action that a small independent creative team can provide attention needed to develop mmmm and grow brands of any size and home base, from Auckland to Beijing, or from mmmm Tokyo to New York. mm EXECUTIVE PRODUCER Ilya Rozhdestvensky AGENCY OFFICES New Zealand ( HQ) China (Global Communication) New York Los Angeles mmmmm m Moscow London Buenos Aires TOOLS OF ENGAGEMENT mmmmmm Extranet, Basecamp, Weekly News Letter Calendar and schedules online Program to track Brand Leaders Human Project Management tools Skype, Video Chat, FTP, I-chat
    • CREATIVE COMMUNICATION STUDIO GLOBAL NETWORK Through deeper understanding of how creative communities engage and re- sponse to commercial projects, we gained experience of unique platforms that calls for international talent to be fully involved into the process of orga- nizational and emotional goals without feeling commercially used. EXECUTIVE PRODUCER Ilya Rozhdestvensky OUR GLOBAL NETWORK Creative Advertising Artists Network Designers Network Independent Film Directors Galleries and Curators Luxury Society Network Key Markets: China, USA, UK, Australia, New Zealand Emerging Markets: Russia, India, Brazil, Argentina Secondary Markets: Korea, Japan, France, Germany Obscure Markets: Iran, Israel, Poland
    • CAPABILITIES BRAND MASONRY The most challenging part of modern as- signments is to build concise brand mes- sage within crowded international market place. As global economy becoming a define norm for practically any brand, key objectives shifting towards variety of new bench marks. Among the most difficult are localization of brand voice, consistency of local execution and media specifications for each market. EXECUTIVE PRODUCER Ilya Rozhdestvensky TOOLS OF GLOBAL COMMUNICATION Global Brand Bible Commercial Touch Points Interactive Strategic Plans TOOLS OF LOCAL ENGAGEMENT Localized Media Strategy Localized Event Management Social Media Distribution BRAND EXPERIENCE MTV Global Nike Audi Haier UniQlo 42 Below Vodka PUMA IQ Industries
    • CAPABILITIES INTERACTIVE PLATFORMS We believe that the power of modern “devices” is not in pure functionality, but in connection to brand voice. While work- ing on assignments that briefs specific technical sollutions, we want to apply our understanding of where the brand posi- tion itself in the specific region. By doing this, the brand works in unison with the technology, regardless if tis mass market or luxury voice. EXECUTIVE PRODUCER Ilya Rozhdestvensky INTERACTIVE PARTNERS Universaleverything, London Gladeye, Auckalnd Kentaro Yamada, Tokyo NerdFarm, Beijing Ostengruppe, Moscow BRAND EXPERIENCE MTV Global Nike Audi Coca Cola Art Beijing UniQlo 42 Below Vodka Puma IQ Industries Exile Films PortAlbertFilms
    • CAPABILITIES CREATIVE EVENTS & PR As a modern form of creative communica- tion we pursuing a combination of on-line strategies mixed with variety of creative platforms that allows for human interac- tion. Each event is orchestrated within set rules of brand engagement and leads to world of mouth refinement and essentially to memorable brand loyalty. EXECUTIVE PRODUCER Ilya Rozhdsetvensky EFFECTIVENESS Event Management and Production Distribution and Communication Press Releases and Media Planning Commercial Touch Points Secondary Merchandising EXPERIENCE National Film Museum, Beijing Today’s Art Museum, Beijing Art Beijing, China Beijing Film Studio, China China Film Group Mei Fu Art Center, Beijing Cannes Film Festival, France Barney’s New York, NYC Lincoln Center, New York Sundance Film Festival Rome Film Festival Aquardo Art Event, Barcelona
    • CAPABILITIES MUTLI-MEDIA AND FILM We’ve being working with film and anima- tion for decade now and strongly believe in power of communication through sto- ries. As our engagement through creative community continue to grow, we see more potentials in doing not only creative form of brand building but to experiment with new and up-coming art forms of film and story building. EXECUTIVE PRODUCER Ilya Rozhdestvensky PRODUCTION COMPANIES Beijiing Film Studio Crystal Film and Animatioin China Film Group Moscow Film Studio Canal ++ SELECT DIRECTORS David Lynch Mike Figgis Gaspar Noe Harmoni Korine Asia Argento Zhang Yuan Lou Ye Sergei Bodrov Niki Caro Taika Waititi
    • PROCESS COMMUNICATION BRIEFS 1 : observe 2 : analyze As any branding company we have our own process that we go through in order to reach maximum results. We divide our time in creating perfect strategy based on maximum amount of research and only once the perfect unity of thoughts between our team and the client is achieved, we move into production and execution of actual work. The four stages of our process simpli- fied into 4 categories: OBSERVE Accumulation of data and knowledge about specifics of our client business. ANALYZE 3 : act 4 : secure Maximum results in processing existing data and structuring all elements to de- fine client’s strategic objectives. ACT Creative and design execution plan to bring forward strategic objectives to execute creative and communication briefs. SECURE Final execution stage, defining and distributing assignments throughout agency’s team worldwide.
    • PROCESS 1 : observe During the first stage, we are commit- ted to perform series of brand audit or project request forms to learn critical material about brand personality, its WHAT IT DOES current positioning and market place CUSTOMERS 1.PROPOSITION expectations. Variety of interviews with 2.COMPETENCIES 3.SERVICES / PRODUCTS key brand leaders or project managers are ideal. However, we’ve developed proprietary on-line tools to suit time management while working with global teams and structures. BUSINESS Brand EXTERNAL WHO IT IS 1.HISTORY Brand WHERE IT IS GOING 2.NAME COMPETITION HOW IT MOVES 1.STYLE 2.VALUES 3.PERSONALITY
    • PROCESS 2 : analyse Once we learn and accumulate all infor- mation, we move into analytical stage, VALUE developing various internal documents VOCABULARY REFINEMENT that helps our clients to foresee devel- opment process and to agree on unified procedure for brand development or project streamline. As all projects have something unique in its objectives and Brand expectations, the formality of doing so is crucial to overall success in commu- nication during later stages, INTENT DOCUMENT KIT OF PARTS COLOR PALETTE MATERIALS SENCIBILITY
    • PROCESS PACKAGING P.O.P. DISPLAYS 3 : act After formal revision of all internal NAMING PRINT MEDIA documents, we move into formula- AND LOGOS SYSTEMS tion of project structure and definitive parameters of agency’s assignment. Overall expectations and project management structure diversified into tasks and group leads performance. RETAIL MERCHANDISING ENVIRONMENTS SYSTEMS PRODUCT Brand INTERNET DEVELOPMENT AND INTERACTIVE EVENTS AND ADVERTISING SPONSORSHIP PRESS SIGNAGE RELEASE SYSTEMS
    • PROCESS 4 : secure CREATIVE DEFINING DIRECTION OBJECTIVES After preliminary stages of intent documents, we move into detailed tactical planning for the entire brand development and assignment execu- tion. The set of approvals between agency’s team and the client defines overall strategic planning and com- munication strategy. All parameters of execution are now documented MARKET DETAILED TACTICAL PLANNING Brand ANALYSIS AND TARGETING IMPLEMENTATION COMMUNICATION PURCHASING AND AND MEDIA STRATEGY CONTROL
    • CASE STUDIES MTV GLOBAL POSITIONING 2007, Cross-media Platform As part of global re-branding, MTV Net- works out of London commissioned agency to create 360 degrees interac- tive and TV promotion to engage on-line component of MTV programming. 42BELOW GLOBAL BRANDING 2009, Agency of Record Emerging New Zealand Brand commis- sioned agency to perform global brand positioning through variety of complex platforms, connecting the brand to cre- ative communities in key markets. ON-LINE ART COMMISSIONS Multimedia Art Projects Through variety of interactive art commis- sions the agency keep progressing and experimenting in development of new pro- gressive form of communication, merging commercial validity with unique attribute of growing needs for on-line entertainment.
    • MTV NETWORK WORLDWIDE RODNEYHEALS DISCOVERING AIR MASSAGE
    • “Burger Stigmata”, 00:45 TV Commercial, MTV Global
    • MTV NETWORK WORLDWIDE THE BIG IDEA “Rodney Heals” is a phenomenon, a discovery. While “content” is a modern media buzz word, when it comes to real discoveries on TV, there are only a few that some- one can pinpoint as real. The notion of “news” therefore plays out a new small talk area that used to be solely occupied by advertising. Our idea was to manufacture the up-to-date (2007 to be exact) notion of news and use it as a small talk content platform. The broadcast became the way to advertise the “news”, while the content itself was placed through variety of natural social net- work sites. Rodneyheals creates its own news, in collaboration with MTV. We’ve helped on our part to make the connection.
    • RODNEYHEALS 360media Internet / TV / Viral Media EXECUTIVE PRODUCER Ilya Rozhdestvensky AGENCY TEAM “Aura” Flash Games Gaysorn Thavat Web / Mobile Media Series of twelve TV spots 0:30” Jason Campbell Documentary Film, 6’:30” Regional MTV Networks (Global) Ian Gibbons Cinema / Viral Media Kentaro Yamada Cactus Lab, Auckland Exile Films, Auckland CONCEPT We’ve created fictional character of suburban cult leader Rodney and helped him to express himself throughout variety of odd media VIral Banners tools, from simple virals to esoteric www.rodneyheals.com MTV web / cross-promotions gaming ideas. We’ve infused “real” Web portal / promotional fun of New Age gurus, spiritualists MTV Networks Presents and anyone else which seemed to “STORY OF AIR MASSAGE” form “cultural” anomalies. ENGAGEMENT With Rodneyheals 360 degrees ap- proach was different from any pre- vious projects because of a unique “Spiritual Quiz” arrangement with the client - MTV. Social Networks / MTV Web The agency was given global TV Spiritual Advises Downloads Social Networks / Mobile Media media at no cost, and the goal was to experiment with it in order to create massive buzz on-line. “Meet Rodney” bookmakrs Social Networks / MTV Web
    • RODNEYHEALS TV Documentary / Commercials AGENCY TEAM: Ilya Rozhdestvensky Gaysorn Thavat Jason Campbell PRODUCTION TEAM Exile Films, NZ Gaysorn Thavat Ian Gibbons CONCEPT With Rodney being a New-Age honest and friendly extravert, the project’s idea was to make real character discovery -- retired Air Guitarist, with his own Air Massage cult. Curious MTV viewers were trapped into Rodney’s on-line por- tal, advertised on 53 global MTV stations, from USA to Japan, from Poland to China. ENGAGEMENT Above the line advertising led to on-line platform. From there, viral elements and games spread the word further. Naturally, it re-en- gaged itself again by the entire story broadcasted “exclusively” on MTV.
    • RODNEYHEALS WEB Promotional Portal / MTV EXECUTIVE PRODUCER Ilya Rozhdestvensky AGENCY TEAM Ilya Rozhdestvensky Gaysorn Thavat Jason Campbell Tim Dawson Jason Campbell Cactus Lab, Auckland CONCEPT Rodney’s web portal was deliber- ately bad designed with elements of NewAge strangeness and ob- scurity. Whale music was borrowed from New Zealand cults, Spiritual elements from cheap Guru sites. Overall, web approach was to simulate real NewAge online experi- ence. ENGAGEMENT Rodney posted new statements and images of his followers on a regular basis for a year. Some ele- ments of programming were quite revolutionary, allowing real time user interactions.
    • RODNEYHEALS Virals Banners and Gaming EXECUTIVE PRODUCER Ilya Rozhdestvensky AGENCY TEAM Ilya Rozhdestvensky Gaysorn Thavat Jason Campbell PRODUCTION TEAM Cactus Lab, New Zealand Exile Films, New Zealand Kentaro Yamada Gaysorn Thavat Ian Gibbons CONCEPT Agency approach was to execute variety of tacky funny, yet extremely high-tech viral elements to boost natural exposure of MTV on line through Rodney’s site and follow- ers. All games were “embedded” into story of Rodney. Among the most interesting were “Penis En- largement” banner, with which us- ers needed to “heal it” with their own hand movement. ENGAGEMENT Interactive elements were all “free- to-grab” coded banners and games that allowed users to engage instantly and to copy them into their own profiles.
    • RODNEYHEALS Viral Followers and their Aura EXECUTIVE PRODUCER Ilya Rozhdestvensky AGENCY TEAM Ilya Rozhdestvensky Gaysorn Thavat Jason Campbell PRODUCTION TEAM Exile Films, NZ Gaysorn Thavat Ian Gibbons CONCEPT The most popular engagement on Rodney’s interactive portal became the “Aura” viral programming, which allowed users to load a pic- ture (either their own, or their friends) and instantly receiving one-of-a- kind respond from Rodney. The programming behind the game was sophisticated creation of program- ming team. Natural and easy to use approach made it into a very popu- lar viral element. ENGAGEMENT Once the image was uploaded and Aura created, the users were given simple code which can be easily placed on variety of social media profiles.
    • RODNEYHEALS Media 53 Channels, MTV Networks “Rodney Heals is a new marketing Cult, something that will be looked at 10 years later as an inspiration.” New York Times, March 2008 “Whatever it is, the story of Rodney the Air Healer—a barrel-bellied, New Age guru with tomato- sauce stigmata and diamond-encrusted fingers—is starting to puzzle viewers around the world. Revealed in small segments on 53 MTV networks, the only clue to the source is a line on the bot- tom that says “spiritual guidance by MTV”. SHOTS, London 2008 “What could possibly be the goal of this project? Any commercial benefits? I don’t think so. Why made? I don’t know! Art maybe? I am in love with it though ...” MTV Blogger “It’s a really strange mix of whale music with new-age spiritualism and aura pictures. Lots of social networking/viral tools also. I am feeling weird .... Aummmmmm” MySpace Review
    • PERFORMANCE PRODUCED (budget 250.000 USD) Short Film 8’40” / 12 TVC 30” broadcast in 53 countries Portal with Flash Intro / Social Networking Sites / Custom Skins Viral Media / Viral Banners / Games Experimental Media and gaming MEDIA EXPOSURE 53 Countries TV media through MTV Global Over 20 million viewers off-line Over 300 print media clippings Over 1000 blogs with viral media placement OBJECTIVES Main objective satisfied, driving world-wide MTV viewers to on-line campaign. Conversion from TV to web over 5 million users. Exposure of MTV branding through campaign’s virals Platform click through to MTV site over 1.5 million Capital ROI equivalent of over 2.000.000 USD
    • 42BELOW VODKA ONEDREAMRUSH 42 Directors / 42 Dreams
    • “Surrealista”, Print Ad L’omo Vogue
    • THE BIG IDEA ONEDREAMRUSH project started as an idea to spread cultural relevance of amaz- ing brand -- 42BELOW Vodka. The idea was born out of the brand’s mantra itself - to connect to influencers of the world, engage them, while pushing modern media boundaries. As any great project, ONEDREAMRUSH resonates within our own minds, creative abilities and collective experience.
    • GLOBAL CURATION Independent Film Makers EXECUTIVE PRODUCER Ilya Rozhdestvesnky AGENCY ILIZZ, Beijing PRODUCTION DATES 2008 - 2009 CONCEPT “Dreams” are universal concept that every creative mind always wanted to put on film. The agency concept became deliberately “artistic” to buffer commercial engagement be- tween the brand and well-guarded creative community. ENGAGEMENT To engage world’s best independent film directors, agency hired net of producers in key markets and through them approached variety of well known creative minds with straight forward preposition of producing “under one minute film Key Markets: USA, UK, Australia, New Zealand Emerging Markets: Russia, India, Brazil, Argentina about dream”. Secondary Markets: China, Korea, Japan, France, Germany Obscure Markets: Iran, Israel, Canada
    • Grant Morrison Mote Sinabel GLOBAL CURATION Arden Wohl (USA) (uSA) (Japan) Independent Film Makers Abel Ferrara Griffin Marcus Niki Caro (USA) (USA) (New Zealand) Asia Argento Harmony Korine Rajan Mehta EXECUTIVE PRODUCER (USA) (India, USAi) Ilya Rozhdestvesnky (Italy) Brian Butler James Franco Rinko Kikuchi (USA) (USA) (Japan) AGENCY: ILIZZ, Beijing Carlos Reygadas Joe Coleman Ryan McGinley (Mexico) (USA) (USA) PRODUCTION DATES: Chan Marshall Jonas Mekas Sean Lennon 2008 - 2009 (USA) (France, USA) (USA) Charles Burnett Jonathan Caouette Tadanobu Asano (USA) (USA) (Japan) CONCEPT Chirs Milk Kenneth Anger Taika Waititi Agency selection of directors was based purely on their work, not their (USA) (USA) (New Zealand) fame. The “chain” reaction of dif- Sergei Bodrov Larry Clark Terence Koh ferent talent went through network (Russia) (USA) (Taiwan, USA) of the same groups and the more Chris Graham Leos Carax Yung Chang directors were engaged, the more (New Zealand) (France) (Taiwan, Canada) wanted to be a part of this amazing Lola Schnabel Zachary Croitoroo David Lynch project. (USA) (USA) (USA) Dee Poon Lou Ye Zhang Yuan ENGAGEMENT (China) (China) China played an important “destina- (Hong Kong) Floria Sigismondi Matt Pyke tion” factor in our approach. Most of the directors are well travelled, (USA) (UK) yet China until recently was always Florian Habicht Michele Civetta a bit of a mystery. Many of directors (Germany, New Zealand) (Italy) participated just on a concept of Gaspar Noe Mike Figgis producing and showing their work in (France, Argentina) (UK) Beijing.
    • 42 DIRECTORS COMMISSIONED FILMS EXECUTIVE PRODUCER Ilya Rozhdestvensky AGENCY ILIZZ, Beijing PRODUCERS Director: Yung Chan Director: Kenneth Anger Director: Matt Pyke Film: “Eclipse” Film: “Death” Film: “Landscape” Griffin Marcus Michele Civetta Wanted Worldwide POSITIONING “Commissioned by 42BELOW” CONCEPT We were going for the WOW fac- tor. Indeed, its is a bit puzzling how a small brand from New Zealand managed to engage such a list of world’s top creative minds. By ini- Director: Asia Argento Director: Dee Poon Director: Griffin Marcus tiating the project, the agency pio- Film: “S/he” Film: “Polaris” Film: “Tempo” neered new territory of marketing: not to say “branded” content but rather “art curated content”. ENGAGEMENT The engagement with artists be- came a new way of tapping into self-guarded celebrity community. The resulting loyalty of 42 creative minds naturally led to both power- ful word-of-mouth branding and of course a lot of informal product Director: Taika Cohen Director: Taika Cohen Director: Zhang Yuan tasting. Film: “My Iris Dream” Film: “My Irish Dream” Film: “Untitled”
    • 42 DIRECTORS COMMISSIONED FILMS EXECUTIVE PRODUCER Ilya Rozhdestvensky AGENCY ILIZZ,Beijing PRODUCERS Director: David Lynch Director: Asano Tadanobu Director: Bryan Butler Griffin Marcus Film: “Dream #7” Film: “My Father’s Dog” Film: “The Night of Pan” Michele Civetta Wanted Worldwide POSITIONING “Commissioned by 42BELOW” CONCEPT We were going for the WOW fac- tor. Indeed, its is a bit puzzling how a small brand from New Zealand managed to engage such a list of world’s top creative minds. By ini- Director: Leos Carax Director: Mike Figgis tiating the project, the agency pio- Director: James Franco Film: “My Neighbor” Film: “Double Dream” Film: “Childhood Explosion” neered new territory of marketing: not to say “branded” content but rather “art curated content”. ENGAGEMENT The engagement with artists be- came a new way of tapping into self-guarded celebrity community. The resulting loyalty of 42 creative minds naturally led to both power- ful word-of-mouth branding and of course a lot of informal product Director: Chris Graham Director: Chris White Director: Charles Burnett tasting. Film: “Solimna” Film: “Last Dream” Film: “Untitled”
    • 42 DIRECTORS COMMISSIONED FILMS EXECUTIVE PRODUCER Ilya Rozhdestvensky AGENCY ILIZZ, Beijing PRODUCERS Director: Florian Habbidit Director: Rerris Koh Director: Gaspar Noe Griffin Marcus Film: “Wedding” Film: “White Rabbit” Film: “The Dream” Michele Civetta Wanted Worldwide POSITIONING “Commissioned by 42BELOW” CONCEPT We were going for the WOW fac- tor. Indeed, its is a bit puzzling how a small brand from New Zealand managed to engage such a list of world’s top creative minds. By ini- Director: Harmony Kroine Director: Rajan Mehta tiating the project, the agency pio- Director: Shawn Lennon Film: “Banana Rama” Film: “Whatever Dream” Film: “Cemetery” neered new territory of marketing: not to say “branded” content but rather “art curated content”. ENGAGEMENT The engagement with artists be- came a new way of tapping into self-guarded celebrity community. The resulting loyalty of 42 creative minds naturally led to both power- ful word-of-mouth branding and of course a lot of informal product Director: Floria Sigizmundi Director: Grant Morrison Director: Lola Schnabel tasting. Film: “Dawn” Film: “42 Second Minute” Film: “Aqua”
    • ADVERTISING Fashion Focused Media BRAND RECOGNITION: Agency choose to promote the project without branded logotype of 42BELOW. Instead agency trademarked project’s own logotype 42x42, using brand iconic iden- tification of “number 42”. The delayed brand awareness triggered natural user curi- osity to visit 42x42 portal to learn more about the project and to discover the brand behind it. Select group of ONEDREAMRUSH advertisement ran parallel to 42BELOW ads. CREATIVE APPROACH: Agency decided to shoot the campaign in Beijing, focusing on Asian growing cultural influence. The natural tone of the print campaign is layered with surrealist connota- tions and styled at the border of art, entertainment and fashion.
    • PRINT CAMPAIGN For Select Fashion Media EXECUTIVE PRODUCER Ilya Rozhdestvensky AGENCY ILIZZ. Beijing PRODUCTION Beijing Film Studio PHOTOGRAPHER Mote Sinabel. Paris CONCEPT Agency came up with the stylistic approach that would exemplify both cinematic connotations along with high-brow references to classic fashion photography, spiced with surreal elements. PRODUCTION Agency had shot several “fashion” execution in historic streets of Bei- jing. Facilities and talent were all provided by Beijing Film Studio, and overall magic of an old city made it into quite a unique experience.
    • PRINT CAMPAIGN For Select Fashion Media EXECUTIVE PRODUCER Ilya Rozhdestvensky AGNECY ILIZZ. Beijing PRODUCTION Beijing Film Studio PHOTOGRAPHER Mote Sinabel. Paris CONCEPT Agency came up with the stylistic approach that would exemplify both cinematic connotations along with high-brow references to classic fashion photography, spiced with surreal elements. PRODUCTION Agency had shot several “fashion” execution in historic streets of Bei- jing. Facilities and talent were all provided by Beijing Film Studio, and overall magic of an old city made it into quite a unique experience.
    • PRINT CAMPAIGN For Select Fashion Media EXECUTIVE PRODUCER Ilya Rozhdestvensky AGENCY ILIZZ. Beijing PRODUCTION Beijing Film Studio PHOTOGRAPHER Mote Sinabel. Paris CONCEPT Agency came up with the stylistic approach that would exemplify both cinematic connotations along with high-brow references to classic fashion photography, spiced with surreal elements. PRODUCTION Agency had shot several “fashion” execution in historic streets of Bei- jing. Facilities and talent were all provided by Beijing Film Studio, and overall magic of an old city made it into quite a unique experience.
    • ANIMATION FILM TRAILER Cinema and Outdoor Media POSITIONING Instead of producing commercials for the ONEDREAMRUSH project, agency decid- ed to shoot challenging animated film on a loose concept of DREAMS. All elements of surreal concepts were engaged and scrutinized: falling down in space, up against a stream racing, violence and blood, broken perspective, surreal angles and classic surrealistic limb displacement. The final film was played in cinemas, before features. In addition, animated film was broadcasted on variety of outdoor LCD screens in Beijing. CREATIVE APPROACH Animation was produced in collaboration with largest commercial animation studio in China -- Crystal CGI. During the production of the film, team of 30 animators were engaged, working around the clock for over 5 weeks. Creatively, each scene was perfected to the highest standard of technology, simulating DREAM landscape to the minute details.
    • ANIMATED FILM TRAILER Production EXECUTIVE PRODUCER Ilya Rozhdestvensky AGENCY ILIZZ, Beijing PRODUCTION Beijing Film Studio POST PRODUCTION Crystal Film and Animation CONCEPT There were 14 sequences in the dream trailer, organized into a loose story board with variety of interest- ing transitions. Each transition pre- sented element of surprise. PRODUCTION The most challenging part of the production came unexpected -- tal- ent. Casting western or international talent in China was quite difficult. The agency decided to do street casting, hence all the talent in the film are non-professionals.
    • ANIMATED FILM TRAILER Composite Frames EXECUTIVE PRODUCER Ilya Rozhdestvensky AGENCY ILIZZ, Beijing PRODUCTION Beijing Film Studio POST PRODUCTION Crystal Film and Animation “The Castle” “Fish Tank” COMPOSITE FRAMES Each composite frame took about 3 days of computer time and a team of 4-10 animators to finish. The most challenging scenes were “The castle”, “fish tank”, “Underwater Dance” and “The Veins”. PRODUCTION For shooting of the underwa- ter scene, the production team searched through 20 different pools in Beijing. Custom made dresses were very hard to swim in. The pro- duction company needed to hire Olympic swimmers to perform and not to drawn in heavy cottons. “Underwater Dance” The Veins”
    • ANIMATED FILM TRAILER Outdoor media, Beijing EXECUTIVE PRODUCER Ilya Rozhdestvensky AGENCY ILIZZ, Beijing PRODUCTION Beijing Film Studio POST PRODUCTION Crystal Film and Animation OUTDOOR MEDIA The media in China is well guarded fort and agency had to go through extensive negotiations and its own connection to find suitable loca- tion and pricing. Most of the media deals came from affiliation with Bei- jing Film Studio, which is the main government film institution in China. PRODUCTION Production on LCD screens proved to be very complicated. The resolu- tion of the film grains plays quite differently on each screen and our production team spent weeks ad- justing the film to a suitable format for each location.
    • EVENTS AND PROMOTIONS Press Briefings, Screenings and Installations BRAND RECOGNITION: Agency executed variety of global promotions for the project, focusing on China and media partners, associated with it. Developed media strategy focused on exposure of well-known Western creators visiting and screening their work in China and gave extensive interviews to Chinese and Western media outlets. Each event was co-pro- moted by 42BELOW and had both, brand and the project’s logotype presence. CREATIVE APPROACH: Leading discovery of the brand behind the project, Agency executed variety of cre- ative brand placements, gift packages and invitations ( see COLLATERAL) . Overall positioning and tonality for all event and engagements were strictly orchestrated within brand mantra -- “connecting creative minds”.
    • BARNEY’S NEW YORK Event and Installation New York September, 2008 EXECUTIVE PRODUCER Ilya Rozhdestvensky PR COMPANY ILIZZ, Beijing EVENT PRODUCTION ILIZZ, Beijing INSTALLATION As a first event that focused on en- gaging independent creative minds and directors, agency executed installation at Barney’s NY windows, followed by sponsorship package during New York Fashion Week. PRODUCTION During the event, over 300 top New York socialites got a taste of signa- ture 42BELOW cocktails. Magazines with project’s advertisement was visible throughout the entire floor and several speakers mentioned 42BELOW cocktail recipes as one of the most creative vodka cocktails ever tasted ...
    • MEI-FU ART CENTER Press Briefing and Party Beijing November, 2008 EXECUTIVE PRODUCER Ilya Rozhdestvensky PR COMPANY ILIZZ, Beijing EVENT PRODUCTION ILIZZ, Beijing EVENT Agency had decided to execute first official press briefing at the most sacred historic Beijing loca- tion -- Mei Fu Art Center, home of the Peking Opera. The tactic for the event was to invite media to a secret location that wasn’t yet discovered by other brands. Hidden within Bei- jing’s narrow Hutong streets, several pick up points were set with bright 42 Gabo lights awaiting guests with hired Beijing ricksha carts, re- vamped into branded attributes. SPACE / AMBIANCE Mei Fu facilities were remodeled into state of the art video / audio installation. 42 Below wall with 300 bottle display was constructed for the media photos, while surreal project’s animated film trailer played throughout the event on large size LCD displays.
    • TODAY’S ART MUSEUM Art Exhibition & Screening Beijing March, 2009 EXECUTIVE PRODUCER Ilya Rozhdestvensky PUBLIC RELATION Ketchum, Beijing EVENT PRODUCTION ILIZZ, Beijing EVENT To launch the project for the wider range of creative community of Bei- jing, the Agency launched exhibition of never seeing before video work of creators involved in the project, including never shown work of Da- vid Lynch, Zhang Yuan, video work of painter Joe Coleman and many others. The exhibition was accom- panied by custom posters produced for each individual film. LOCATION Agency choose Today’s Art Muse- um for the event -- the only private institution in Beijing, dedicated to exposure of International contem- porary art.
    • NATIONAL FILM MUSEUM GALA Reception & Screening Beijing April, 2009 EXECUTIVE PRODUCER Ilya Rozhdestvensky PUBLIC RELATION Ketchum, Beijing EVENT PRODUCTION ILIZZ, Beijing EVENT LOCATION China National Film Museum is the largetst film institution in the world. ONEDREAMRUSH was the first Western event hold within its facili- ties and the very first International collection ever accepted to Chinese museum for permanent collection. EVENT PLANNING The event was orchestrated with minute details, gathering top social- ites and cultural attaches of Chinese capital, along with guests from over 30 countries, travelled just for the occasion. MEDIA COVERAGE The Agency, along with Ketchum Beijing managed to gather one of the biggest media exposure for any cultural event in China. Over 170 media outlets set up their booths to watch world’s esoteric collection of short films and performed extensive interviews with creators afterwards.
    • CANNES FILM FESTIVAL Screnning and Event France May, 2009 EXECUTIVE PRODUCER Ilya Rozhdestvensky PUBLIC RELATION: Full Picture, Los Angeles EVENT PRODUCTION ILIZZ, Beijing EVENT The project was officially selected by Cannes Film Festival executive team to be screened during the festival. ONEDREAMRUSH became the very first “branded content” screening during the most celebrat- ed film event of the year. CREATORS Eighteen, out of 42 directors, were presently in France. Out of project’s creators, four were in “competition section” and one as part of official jury. The most surprising was unex- pected trophy of ONEDREAMRUSH Chinese director -- Lou Ye, who won the best script for his “Spring Fever” feature film. PARTY Celebrating successful results of the project, agency produced and managed one of the hottest closing party of the season, with 42BELOW being the most talked and drunk sponsor.
    • CHINESE COMPETITION Young Film Talent Discovery RULES OF ENGAGEMENT One of the most challenging part of the project, and by far the most exciting, was to engage and essentially to establish relationship with fast growing Chinese creative community. As a method to the approach, agency delivered the same creative brief to young talent as it was to international fame. In result, entries to the competition constituted over 100 of up-and-comming Chinese directors with variety of styles and approaches to each film. PROMOTIONS Facing notoriously expensive and well guarded Chinese media, agency focused on promoting the competition through variety of Social Networking, driving it to on and off line events. During a short period of 6 months, agency produced over 20 location events and screenings, with special testing and promotions. Main stream creative portal Douban.com gathering over 500 bloggers writing about the competition, while socialites membership only P1.cn brought over 5000 off-line guests to events in Bei- jing and Shanghai.
    • USER GENERATED FILMS Chinese Creative Community EXECUTIVE PRODUCER Ilya Rozhdestvensky AGENCY ILIZZ, Beijing PARTNERS Beijing Film Studio Beijing Film Academy Crystal Film and Animation P1.com Douban.com ENTRIES 317 films METHODS OF PROMOTION On-line promotions Social On-Line Media Campus Promotions ENGAGEMENT Most of the Chinese young talent submissions came from our partner- ships in China, with Beijing Film Stu- dio and Beijing Film Academy being the most fruitful to the process.
    • USER GENERATED FILMS Chinese Creative Community EXECUTIVE PRODUCER Ilya Rozhdestvensky AGNECY ILIZZ, Beijing PARTNERS Beijing Film Studio Beijing Film Academy Crystal Film and Animation P1.com Douban.com ENTRIES 317 films METHODS OF PROMOTION On-line promotions Social On-Line Media Campus Promotions ENGAGEMENT Most of the Chinese young talent submissions came from our partner- ships in China, with Beijing Film Stu- dio and Beijing Film Academy being the most fruitful to the process.
    • USER GENERATED FILMS Social Networking Strategy EXECUTIVE PRODUCER Ilya Rozhdestvensky AGENCY ILIZZ, Beijing PARTNERS Douban.com P1.cn METHODS OF PROMOTION On-line newsletters Dedicated Bloggers Mini Sites Members’ Reviews Off-Line events and promotions ENGAGEMENT Social networking in China is the fastest growing on-line sector. Agency used all known methods of promotions yet specifically targeted one that are working for China. Pro- motions and events were schedules in such a way, to drove maximum amount of exposure to the competi- tion. Most of the events were held in creative spaces that are known as artists and socialites favorites.
    • COLLATERAL MATERIAL Global Media Distribution & Engagement Throughout the project, the communication collateral was greatly diversified: from collectable posters of each individual director, to book and DVD guide that served as PR vehicle during all events and media promotions. In result, project’s collateral became new form of custom created media, to promote Brand’s activity throughout international film community. Considering fact that com- missioned films were not “endorsements”, the high exposure of Brand logotype on posters and on-line presence substituted for earlier stages brand camouflage.
    • PROGRAM GUIDE Press Distribution Collateral EXECUTIVE PRODUCER Ilya Rozhdestvensky AGENCY ILIZZ, Beijing DISTRIBUTION Program Guide served as a central print communication material for both Western and Chinese media and promotions. Over the course of the entire project, the Program Guide was printed and distributed to over 1000 media outlets resulting in ex- tensive media coverage. Challenging part of producing bilin- gual material in creative communi- ties is specific expectations not only in language but also in delivery of the content. Agency decided to go for one style. All biographical notes and annotations were focused on creators personal achievements, in- stead of international recognition.
    • FILM POSTERS Collectable Collateral EXECUTIVE PRODUCER Ilya Rozhdestvensky AGENCY ILIZZ, Beijing DESIGNER Yuki Tazaki ENGAGEMENT Unique set of posters was created and then later on exhibited during GALA and TODAY’s ART MUSEUM events in Beijing. Artist’s personal statements about their work became important addition to short films and created additional level of engage- ment. Brand logotype was finally exposed and the project’s initiator -- 42BELOW -- vividly gained deserved respect among viewers and press.
    • FILM POSTERS Collectable Collateral EXECUTIVE PRODUCER Ilya Rozhdestvensky AGENCY ILIZZ, Beijing DESIGNER Yuki Tazaki ENGAGEMENT Unique set of posters was created and then later on exhibited during GALA and TODAY’s ART MUSEUM events in Beijing. Artist’s personal statements about their work became important addition to short films and created additional level of engage- ment. Brand logotype was finally exposed and the project’s initiator -- 42BELOW -- vividly gained deserved respect among viewers and press.
    • INVITATION POSTERS Chinese Promotions EXECUTIVE PRODUCER Ilya Rozhdestvensky AGENCY ILIZZ, Beijing PARTNERS Beijing Film Academy Beijing Film Studio China Film Group ENGAGEMENT Each individual event in China was promoted through variety of printed material. Agency created series of posters that were placed in key locations to announce events. The outdoor media distribution was pro- vided through discounted media buy of Beijing Film Studio and China Film Group.
    • INVITATION POSTERS Western Promotions EXECUTIVE PRODUCER Ilya Rozhdestvensky AGENCY ILIZZ, Beijing PARTNERS Lincoln Film Society New York Film Festival Sundance Film Festival ENGAGEMENT Agency created series of posters for Western distribution and promo- tions, linking events and screening throughout international film com- munity. Most prominent partnership were formed with New York Film Festival and Lincoln Center Film So- ciety, connecting chain of events well beyond its initial plans.
    • INTERNET AND DIGITAL On-Line Communication Strategy Internet media promotions of the project played important role in generating inter- national exposure. Content release schedule was coordinated with key events and project management. User generated competition was orchestrated in accordance to rules and regulations in China. International events and announcements targeted large film community portals for cross promotions and maximum return on invest- ment exposure. Bilingual portal served as central communication tool for both Western and Chinese media and creative community worldwide. Complex animated “time-machine” intros were created to link New York and Beijing Time Zones. Visual references changed each hour to refresh visitors expectations for each click through.
    • CENTRAL WEB PORTAL English Language Version EXECUTIVE PRODUCER Ilya Rozhdestvensky AGENCY ILIZZ, Beijing INTERACTIVE PARTNER Portable Content, Australia CONTENT Central Communication was cre- ated and customized with all mod- ern digital software tools involved: custom CMS back-end, video uploading capabilities, profile cus- tomazation and many others. The portal and each individual director’s film page was linked to variety of social networking sites for further content promotions and profile placements. Rating feature was ap- plied to, respectively both, to com- missioned directors and the promo- tional events. Due to sensitive CSR issues, the competition page was only functional throughout Chinese version of the site. FEATURES Timelapsed Flash Intro CMS backend Video Uploading Stills Uploading Rating Social Networking Links Front End News Tickler
    • Flash Pages / English Language Version
    • CENTRAL WEB PORTAL Chinese Language Version EXECUTIVE PRODUCER Ilya Rozhdestvensky AGENCY ILIZZ, Beijing INTERACTIVE PARTNER Portable Content, Australia CONTENT Central Communication was creat- ed and customized with all modern digital software tools involved: cus- tom CMS back-end, video upload- ing, profile customazation. The por- tal and each individual director’s film page was linked to variety of social networking sites for further content promotions and profile placements. Rating feature was applied to, re- spectively both, commissioned di- rectors and the promotional events. FEATURES Timelapsed Flash Intro CMS backend Video Uploading Stills Uploading Rating Social Networking Links Front End News Tickler CHINESE COMPETITION Massive Chinese Competition up- loads were monitored through CMS software with both legal and agency approval process.
    • Flash Pages / Chinese Language Version
    • ON-LINE DISTRIBUTION Newsletters and Ticklers EXECUTIVE PRODUCER Ilya Rozhdestvensky AGENCY ILIZZ, Beijing INTERACTIVE PARTNER China Media Group CONTENT Agency executed its own content release schedule with On-line news letter features and trackable result monitoring. Throughout the project, over 118,000 users subscribed to the service in China with regular updates and personalized profiles submitted. RATES 1.2 million clicks per week in China. BANNERS Cross promotional banners were placed on Chinese Social Network sites with monitored performance.
    • MEDIA STRATEGY Global Exposure through Chinese Media Angle 2008 was the most important year in the recent Chinese history. The entire world leaned over TV sets to witness unprecedented shift of self-awareness, amongst the largest nation on the planet. Chinese Olympic year indeed was the most spectacular manifestation of cultural ambitions, cosmopolitan spirit and human achievements. With the success and world’s exposure, the Chinese media industry overnight devel- oped into a radically new entity. To counterpart athletic non-competitive spirit and to take positive advantage of pro- gressive media climate in China, the agency’s strategy focused on the story of “cul- tural Olympics”, bring to the door of ancient Chinese capital the best creative minds, viewing the world from their personal experience. As the most important contribution to international Chinese media dialogue, our story was underlined with discovery and promotion of the new generation of Chinese film makers. Even after the project’s completion, the resonance and significance of our efforts will be rewarded by better understanding and appreciation of importance of the modern cultural paradigm.
    • MEDIA HIGHLIGHTS Main Stream Chinese TV EXECUTIVE PRODUCER Ilya Rozhdestvensky AGENCY ILIZZ, Beijing PR PARTNER China Media Group Beijing Film Studio Ketchum Beijing COVERAGE IN CHINA CCTV1 News CCTV3 News CCTV6 News CCTV9 “Cultural Express” BTV2 Movie Guide Phoenix “Beijing Today” Hunan TV News Travel Channel News SPECIAL FEATURES Personal Endorsement by most celebrated Chinese actor of all time -- Ge Yu.
    • MEDIA HIGHLIGHTS Main Stream Chinese Print EXECUTIVE PRODUCER Ilya Rozhdestvensky AGENCY ILIZZ, Beijing PR PARTNER China Media Group China Film Group Beijing Film Studio COVERAGE Fazhi Wanbao Star Daily Guangzhou Daily The First Beijing Today China Daily The Bund Mirror Popular DV Esquire The Beijinger Movie World Modern Weekly City Weekend Beijing Youth Weekly Variety Beijing Youth Daily Chengdu Daily China Daily The First Beijing Times
    • MEDIA HIGHLIGHTS Select Chinese Online Press www.xinhuanet.com www.hifly.tv www.xaonline.com www.china.com.cn www.jmnews.com.cn www.dianyuan.com EXECUTIVE PRODUCER gb.cri.cn www.sina.com.cn www.mtime.com www.cnsphoto.com Ilya Rozhdestvensky www.cqnews.net www.sohu.com www.sina.com.cn www.thebeijinger.com www.huash.com AGENCY www.tom.com www.ccdy.cn www.xaonline.com www.ginboo.net ILIZZ, Beijing www.qianlong.com www.ce.cn gb.cri.cn www.news.67.com www.163.com www.hexun.com www.cqnews.net PARTNER www.liao1.com China Media Group www.yahoo.com www.sohu.com www.163.com www.022net.com Beijing Film Studio www.msn.com.cn www.ynet.com www.xinmin.cn www.shangdu.com China National Film Museum www.qq.com www.ifeng.com www.cn.yahoo.com Beijing Film Academy www.xinmin.cn www.hexun.com www.huash.com www.china.com.cn www.dnkb.com.cn www.chinanews.com.cn www.ginboo.net www.chinanews.com www.jinghua.cn www.cnsphoto.com www.hinews.cn www.p1.cn www.cctv.com www.dayoo.com www.newssc.net www.tom.com www.mtime.com www.xmwww.com www.idaocao.com www.022net.com www.xinhuanet.com www.baidu.com www.m1905.com www.zjonline.com.cn www.dayoo.com www.netfm.com.cn www.cnnb.com.cn www.northeast.com.cn www.newssc.org www.21cn.com www.douban.com www.cnnb.com.cn www.tom.com www.hexun.com www.snxw.com www.oeeee.com www.cqnews.net www.zjol.com.cn www.northeast.com.cn www.people.com.cn www.cnool.net www.nen.com.cn www.szonline.net www.hztop.com www.eastday.com www.snxw.com www.ifeng.com www.dianyuan.com
    • MEDIA HIGHLIGHTS “Complete collection of the best directors” Art Media CCTV 9 Select Quotations / Art Media iLOOK “Amazing experience to watch, probably even better to participate” VISION CCTV 3 ART CHIAN EXECUTIVE PRODUCER Ilya Rozhdestvensky CTV (CHINESE TEVEVISON MEDIA) “Dark, dreamy and very inspiring” HI ART AGENCY Phoenix TV NY ARTS BEIJING ILIZZ, Beijing “Each film is short enough to know if you are going to fall in ART ISSUE PR PARTNER love with it from the first glance. Brilliant concept” GALLERY SIGHTS China Media Group BTV HOTSPOT Beijing Film Studio ART SPY China National Film Museum Beijing Film Academy “Good example of how advertising leading the culture. AAC (ASIAN ART CITY) China needs more initiatives like this” ART MAP Soho.com CONTEMPORARY ART O’ZINE “Highest mark of creative concept. Film culture has to DOZZLE revolutionize itself. Perhaps this is the beginning of it” ART GUIDE POP Magazine FILM ARTS “Brilliant, short and to the point” CHINA SCREEN Esquire, China TRENDS ART LIFE “Each film is ambiguous enough to re-interpret it” ORIENTAL ART/MASTER Milk X “If dreams can be recorded, that’s the best collection to watch” The Bund “Thanks God someone was smart enough not to put the vodka in it” TimeOut, Beijing “Short is the new gold” China Daily
    • PERFORMANCE PRODUCTION BUDGET 1.500.000 USD 42 Short Films / Animated Film 4’20” / 14 TVC 42” / 10 Project ID clips Bilingual Portal with flash intros / Video Uploading CMS / Legal Approval back-end/ 68 Viral videos / 20 Promotional Web Banners / Social Networking Links and Custom Skins/ 42 Custom Posters / 2 Exhibition and Program Guide / 18 Event Posters/ Customized Outdoor media players /12 Custom events / 36 Indoor Events with screening in China / Black-Tie Event Production and Planning in Beijing / Art Exhibi- tion production and event planning / Gift merchandising / Custom Bags / Custom USBs / Custom die-cut T-shirts / Custom Flasks / Custom Eye-Masks / Video edit and ID for Chinese Competition / Media Package for Cannes / Gift and DVD pack- age for Cannes Film Festival / Cannes Event production and Planning / Press Brief- ing clippings and Media Review package. MEDIA COVERAGE ONEDREAMRUSH achieved outstanding Return-on-Investment results. The most significant portion of the exposure was made in mainland China and Hong Kong from TV News clippings, on-line media coverage and re-caps. The total viewership in China reached over 300 million viewers with overall brand exposure of over 4.6 times in advertising value equivalents. In Western media, the project’s main exposure happened during 62-nd Cannes International Film Festival, where ONEDREAMRUSH was the first branded content project played during official selection of international films. 18 out of 42 commissioned directors were present during the festival, where they gave extensive media interviews and testimonials about this unique brand exer- cise. OBJECTIVES Main Objective satisfied, connecting emerging brand to world top film community. Secondary Objective satisfied, with significant seed brand exposure in China. Media Exposure set as main tool of measurable success. Capital ROI equivalent of 10.000.000 USD
    • INTERACTIVE ARK Commissioned Art Design
    • COMMISSIONS Infusing Commerce with Art Throughout the years of working between commerce and art, we’ve developed an approach that is slowly becoming a norm - infusing commercial interactive project with outstanding art and animation commissions. While on-line platforms are still viewed primarily as information content and navi- gation mechanisms, we believe that the perception and goals of interactive media changing to serve more entertainment and artistic purposes. Below are just a few recent examples.
    • EXILE PRODUCTION 2007 Art Commission EXECUTIVE PRODUCER Ilya Rozhdestvensky AGENCY ILIZZ, Beijing ARTIST Ilya Rozhdestvensky CONTENT We were commissioned to create surreal web portal that functions as a navigation through variety of search elements. Each page had a unique respond-to-word mecha- nism and therefore each page had its own flow of visuals on every click through. PRODUCTION Cactus Lab, Auckland
    • IQ INDUSTRIES 2008 Art Commission EXECUTIVE PRODUCER Ilya Rozhdestvensky AGENCY ILIZZ, Beijing ARTIST Edward89 (Edward89 is anonymous collabora- tive group of animators from East- ern Europe). CONTENT IQ Industries commissioned portal of navigation. The approach was to take each navigational tool and make it into a story. Each element of design was transformed into its own inner space and connected only through the overall narration. PRODUCTION Gladeye, Paris
    • Modernista! Version 5:0 Advertising Agency website EXECUTIVE PRODUCER Ilya Rozhdestvensky CONTENT Modernista! is a leading creative agency in North America. Each of its sites is a state of the art commis- sions. ARTIST: Oculart.com
    • Modernisnta! 3:0 Chinese Language Version EXECUTIVE PRODUCER Ilya Rozhdestvensky CONTENT Modernista! is a leading creative agency in North America. Each of its sites is a state of the art commis- sions. ARTIST: Oculart.com
    • SZM FORMULA PRODUCTS Local Activation LITTLE NAUGHTY PILLS 100% PURE TRUTH
    • “Shocking News” News Paper Ad, SZM
    • SZM FORMULA PRODUCTS Local Activation The Big Idea The client came to us with a challenge of falling sales due to overwhelming force of competition entering brand’s category -- natural health products. After the initial market research, the agency presented ground breaking approach that differentiat- ed the brand away from overcrowded category, and placing it into a wider and more consumer friendly “lifestyle” orientation. Humor mixed with historical content and supported by contemporary design executions, positioned the brand as a lightweight approachable product, accessible to a wider range of consumers.
    • WHERE it WAS WHERE WE AIMED TO BE MARKET POSITIONING Rebranding SZM Line AGENCY ILIZZ, New Zealand EXECUTIVE PRODUCER Ilya Rozhdestvensky DESIGN ILIZZ, New Zealand PLACEMENT We had spotted a series of loca- tions, that where perfectly suited for each content. Pavarotti was rest- ing next door to DuranDuran and Nick Cave. Freud’s neighbors were pschycoanalitical drawings of fresh juice, while Marx and Gandi choos- es to be surrounded by a true prole- tarian content (basically random).
    • LIFESTYLE PACKAGE SZM Line Product Design AGENCY ILIZZ, New Zealand EXECUTIVE PRODUCER Ilya Rozhdestvensky DESIGN ILIZZ, New Zealand PLACEMENT We had spotted a series of loca- tions, that where perfectly suited for each content. Pavarotti was rest- ing next door to DuranDuran and Nick Cave. Freud’s neighbors were pschycoanalitical drawings of fresh juice, while Marx and Gandi choos- es to be surrounded by a true prole- tarian content (basically random).
    • WEBSITE Information Positioning AGENCY ILIZZ, New Zealand EXECUTIVE PRODUCER Ilya Rozhdestvensky DESIGN ILIZZ, New Zealand PLACEMENT We had spotted a series of loca- tions, that where perfectly suited for each content. Pavarotti was rest- ing next door to DuranDuran and Nick Cave. Freud’s neighbors were pschycoanalitical drawings of fresh juice, while Marx and Gandi choos- es to be surrounded by a true prole- tarian content (basically random).
    • STREET POSTER #1 Gahdhi Had it AGENCY ILIZZ, New Zealand EXECUTIVE PRODUCER Ilya Rozhdestvensky DESIGN ILIZZ, New Zealand TEXT Gandhi had sex. Lets face it. Before he spun his own loin cloth or refuse to wear dentures, Mohandas was as horny as any deprived, young Hindu of his generation. Maybe more. He girded his loins lustfully for many years, until one day his wife had a headache. Distressed and confused, the young Gandhi lost his senses. He give up sex, and became politically agitated. For those of us not looking to overthrow the British government, there is a herbal formula that’s been around for thousands of years. And still works. Nonviolently.
    • STREET POSTER #2 Even Freud Had it AGENCY ILIZZ, New Zealand EXECUTIVE PRODUCER Ilya Rozhdestvensky COPY Kapil Kachru TEXT Because he was a psychotherapist. Not a nun. Though he probably would’ve loved having a nun on his couch. So he could probe her deepest dreams and analyze them for the sheer pleasure of it. He was quite strange, that Sigmund. You don’t have to be. Chucking down chemical cocktails and getting sur- gery aren’t the only ways to liberate your libido. There is a herbal formula that being around for thousands of years. And it still works. Better than therapy.
    • STREET POSTERS SERIES Karl Marx Had it AGENCY ILIZZ, New Zealand EXECUTIVE PRODUCER Ilya Rozhdestvensky COPY Kapil Kachru TEXT Karl Marx had sex. And why not? It’s the only thing the ruling classes couldn’t take away from the rest of us. We must never forget this fact of history. Having sex is a revolution- ary act. The more often, the better. The best part is you don’t need to chug down chemical cocktails or deal with surgery to be part of this revolution. There is a herbal formula that’s been around for thousands of years. Marx would approve of it. Because it works.
    • STREET POSTER PASTING Pavarotti Had it AGENCY ILIZZ, New Zealand EXECUTIVE PRODUCER Ilya Rozhdestvensky COPY Kapil Kachru TEXT PAvarotti had sex. And was quite vo- cal about it. In fact, people in neigh- boring towns knew when she was training his enormous talent. They say, at his peak, Luciano could sing the parts of all three tenors and still have the stamina for an encore. Sex is an opera we can all enjoy. Chemi- cal cocktails and surgery aren’t the only way to make it more dramatic. There is a herbal formula that’s been around for thousands of years, and keeps getting better with every per- formance.
    • NICHE MARKETING Creative Communities AGENCY ILIZZ, New Zealand EXECUTIVE PRODUCER Ilya Rozhdestvensky DESIGN ILIZZ, New Zealand CONTENT The central point of communica- tion for the street pasting cam- paign became a colossal prints, depicting strange copy that simply explained how major fig- ures of the world’s history were involved in personal pleasures. If they could, why can’t we.
    • PERFORMANCE PRODUCED (budget 20.000 USD) Market Research and Positioning Street Poster Campaign 8 Radio Scripts MEDIA EXPOSURE 145 Locations in Auckland and Wellington 16 Radio Air Spots in 3 months Over 100 bloggers OBJECTIVES Main objective satisfied, driving sales up to 30% Wider positioning within marketplace Media Exposure (picked up by Radio Hosts) Capital ROI equivalent of over 120.000 USD
    • 42Below Vodka Seasonal Campaign 42RELIEF PROGRAM Cheer up your mates overseas
    • 42Below Vodka Seasonal Campaign The Big Idea The brief from the client was to connect local New Zealand market with its UK wing for a seasonal campaign. The agency came up with an idea to use phone vouching, purchasing drinks between two quite distant locations. Users were registering on- line, purchasing cocktails for their mates, in which case it had appeared instantly on their phones overseas. Agency executed series of posters that were placed in select 4Below accounts, both in New Zealand and in UK. The campaign generated a good amount of press, not to mention extra revenue for the brand and its signature ac- counts on both sides of the pond.
    • I-PHONE APPLICATION Get Cheered Up AGENCY ILIZZ, New Zealand EXECUTIVE PRODUCER Bryn Powell INTERACTIVE Pocket Voucher, New Zealand DESIGN ELEMENTS Agency executed logotype for the project vaguely reminding well- known United Nations logotype. To keep the spirit of 42Below, the overall execution for creative had its signature humor and attitude.
    • POSTERS / NEW ZEALAND Get Cheered Up from Overseas AGENCY ILIZZ, New Zealand EXECUTIVE PRODUCER Bryn Powell INTERACTIVE Pocket Voucher, New Zealand DESIGN ELEMENTS Agency executed logotype for the project vaguely reminding well- known United Nations logotype. To keep the spirit of 42Below, the overall execution for creative had its signature humor and attitude.
    • POSTER / NEW ZEALAND Get Cheered Up from Overseas AGENCY ILIZZ, New Zealand EXECUTIVE PRODUCER Bryn Powell INTERACTIVE Pocket Voucher, New Zealand DESIGN ELEMENTS Agency executed logotype for the project vaguely reminding well- known United Nations logotype. To keep the spirit of 42Below, the overall execution for creative had its signature humor and attitude.
    • POSTERS / UK Get Cheered Up from Overseas AGENCY ILIZZ, New Zealand EXECUTIVE PRODUCER Bryn Powell INTERACTIVE Pocket Voucher, New Zealand DESIGN ELEMENTS Agency executed logotype for the project vaguely reminding well- known United Nations logotype. To keep the spirit of 42Below, the overall execution for creative had its signature humor and attitude.
    • POSTER / UK Get Cheered Up from Overseas AGENCY ILIZZ, New Zealand EXECUTIVE PRODUCER Bryn Powell INTERACTIVE Pocket Voucher, New Zealand DESIGN ELEMENTS Agency executed logotype for the project vaguely reminding well- known United Nations logotype. To keep the spirit of 42Below, the overall execution for creative had its signature humor and attitude.
    • CONTACT INFORMATION CHINA ILIZZ, Beijing 1201 Building 3-A 32 North Bai Zi Wan Road Chao Yang District Beijing China 100022 +86 10 5876 9342 phone +86 10 5876 9341 fax Managing Director Ilya Rozhdestvensky ilya@ilizz.com NEW ZEALAND ILIZZ, Auckland 8 York Street, Level 1 Parnell Rise, Aucklland New Zealand +64 567 3452 phone +64 567 3453 fax Managing Director Bryn Powell bryn@ilizz.com USA Managing Director Linda Yong linda@ilizz.com www.ilizz.com