My Sister Fred, the virtual agency led by a pair of former conventional agency creatives, went global in creating the opening video and all the elements for the London Business School’s 2015 TEDx Conference held at the Royal Geographical Society in London.
The agency’s creative leaders Claudine Lorme and Mary Sylverster, based the 2-minute video on the conference’s theme of “Beauty, Shape and Examine,” the three aspects whose words in Greek (kalos, eidos and skopeo) create the word “kaleidoscope.”
Two and three-panel split screens, reminiscent of Greek diptychs and triptychs, were used to represent the three Kaleidoscope elements, with footage requested and received from filmmakers throughout the world.
“We received content from Singapore, London, Paris, Spain, Hawaii, California and New York,” says Lorme, “and we also shot scenes in Chicago, in mid-winter.”
“The video was shaped by everyone’s contribution,” Sylvester says. “We asked the filmmakers to shoot their own interpretation of the words ‘beauty, shape, examine,’ inspired by the environment around them and we had no idea of the footage we would receive.”
The creatives worked out dozens of combinations of the images with The Colonie editor Brian Sepanik. “We took those combos and vibed off of the frames they created, using some and switching around others,” he says.
“After we roughed out the video, we focused on determining which specific images related and worked best together in each split screen. Claudine and Mary gave me a lot of freedom to create the technique and shape the storyline.”
Sepanik was the creative editor/finish; Stephania Dulowski, assistant editor; Mary Caddy, executive producer; colorist, Lauren Malis.
My Sister Fred created all of the materials for The London Business School event: the 2015 theme identity, the conference video opener, website, banners, signage, collateral, swag and social media.
The Colonie senior motion graphics designer, Jennifer Moody, created a series of 16 title cards that introduced the conference speakers.
Steven Aguilar and Jordan Stalling of Particle Audio created sound effects for Moody’s motion graphics. All of the designs were created using Adobe Creative Cloud and the editing, color grading and finishing were completed in Avid Media Composer 8.3.
Lorme and Sylvester, who formed their virtual agency five years ago, have worked for major agencies, including Leo Burnett, Havas Worldwide, Draftfcb, Escape Pod, Grey New York and others in several different cities and countries.
Design director Kendra Inman and producer/director/editor Ben Derico are also My Sister Fred collaborators.
See the video here.
