Closerlook is a pharmaceutical marketing agency with a long-standing tradition of releasing a holiday video at the end of every year.
These holiday videos are typically shot on a very low budget. They’re made in-house by Closerlook’s film and animation team, and the videos use the agency’s employees as actors (and much of the crew).
But the videos themselves are often very high-concept: They have to demonstrate the agency’s expert knowledge of the pharma world. But they also have to be entertaining enough to show to the general public.
One year, after a particularly convoluted development process, the agency’s leaders handed us this creative assignment:
”Explain the drug development process. But through the metaphor of someone trying to find a nice boyfriend.”
“Oh, and make it as funny as possible. But don’t offend anyone.”
Admittedly, it’s a strange and highly specific brief. But we did our best to thread that needle. LOVE IS DOUBLE BLIND was the result of that effort.
When the makers of the independent microbudget zombie film Chrysalis finished post, they had to start dealing with a very difficult question—how are we going to distribute this thing? After they brought me onboard to help market the film, we had a lot of conversations about the state of the marketplace, and we ultimately decide to take a risk and test the waters of self-distribution.
The resulting integrated marketing campaign included creating a new brand identity, hero image, poster, website, social media support and promotional emails. I even got the opportunity to direct the film's title sequence, an experience I'm very proud of and grateful for.
Role: Creative Director, Title Designer
"A wondrous site manifests itself after a magical trip through the efforts of every closerlooker to bring a campaign to life. Nestle in and prepare yourself for a wild ride."
The latest holiday video from closerlook. I had the honor of directing this one, but the team effort is what set this one apart from previous versions. There were great ideas coming from all over the place, from senior leadership on down to the most junior of creatives. The hardest part was just fitting it all in one video.
The implicit objective of most agency holiday videos is to feature the company's creativity or originality—however many efforts to seem “creative” tend to fall short. The results can feel vain, tone deaf, abitrary or insecure—or worst of all, unfunny.
In 2014, we choose to turn the idea inside out. We used a metafictional approach in order to show self awareness and comment on the nature of self promotion. This was the result.