Creative services business 2c Artist Management has unveiled the second stage of its brand identity with the launch of an artistic behind-the-scenes campaign.
Created by Holt, 'The Preparation' features Australian film and television actor Francis Edwards. The narrative follows Edwards' viewpoint as the film explores the process of collaboration. Exploring all aspects from casting to catering, the campaign aims to turn the industry's gaze upon itself.
“The landscape has changed immeasurably since we first started the company and we have evolved along with the industry," 2c co-founder Tammy McLean said. "Motion is now a big part of our business and want to be known as much for that as we are for representing the industry’s best creatives in other fields. I think the idea for this campaign is very clever and will speak clearly to our audience of technically literate and creatively discerning clients”.
Creative Director, Christopher Holt said: “As a campaign aimed at other people in the advertising and media industries, we loved the idea of playing with metafiction techniques. We wanted to create a story that would help us to look back at ourselves and at how, as creative practitioners, we work together to also make stories. It is a film about making a film, which ultimately, is the story of us.”
The campaign will launch tomorrow and will feature across print and online.
