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Superfad Called For U.S. Cellular Campaign "The Belief Project"

Agency Publicis & Hal Riney approached Superfad to design and produce an expansive brand campaign for US Cellular that is both playful and sophisticated. The campaign includes 10 online spots, assets for print, web media and broadcast.

US Cellular Spot

Press Release from Superfad

Agency Publicis & Hal Riney approached Superfad to design and produce an expansive brand campaign for US Cellular that is both playful and sophisticated. The campaign includes 10 online spots, assets for print, web media and broadcast. The campaign is multipronged and includes live action commercials and animated work that applies a filmic sensibility to the realm of animation.

The campaign can be viewed on the US Cellular site: http://www.uscellular.com/uscellular/

Or on Superfad's website at: http://superfad.com/work/campaign/us_cellular_belief_project

The live action commercials were directed by Superfad's Justin Leibow with a man-on-the-street interview style to highlight some of the real world dilemmas faced by consumers and the helpful advantages offered to customers of US Cellular.

"I decided at the outset to allow our performers a bit of leeway in what they say and do in the interviews," says Director Justin Leibow. "Though scripted like any commercial, I interviewed them in character to get something the felt documentary-esque.  My DP followed and reacted to the actors intuitively throughout allowing us to move quickly picking up an enormous amount of engaging shots."

For the animated spots and design treatments for the live action portion of the campaign, Superfad and the agency creative team explored a wide variety of dynamic, eclectic design elements. Superfad then developed the design language and the reactive nature of the properties so that the animated world would be cohesive but never static. Each spot was designed to house metaphorical info-graphic animation that was specific to each proof point. Eschewing traditional mobile marketing ploys, the campaign uses clever graphics that are fun and informative.

"The agency was amazing and truly forward thinking," says Superfad Creative Director Carlos Stevens. "They showed tremendous trust in our process and we all had a great time throughout."

Client: US Cellular

Agency: Publicis & Hal RineyCreative Directors: Roger CampArt Director: Rikesh LalCopywriter: Justin KrammProducer: Dora Lee

Production Company: SuperfadDirector: Justin LeibowCreative Director: Carlos StevensArt Director: Gretchen NashAnimation Director: Robin Scher3D Animation: Tom Oakerson, Dave Loguidice, Kyle Anderson, Ian Mankowski, Carmine Laietta, Dimitri Luedemann, Scott Denton,Andrew Butterworth, Phiphat Pinyosophon2D Animation/Compositing: Bashir Hamid, Tom Oakerson, Paul Barkshire, Paulo Dias, Bee Jin Tan, Brian Merrell, Erik Rasmussen,David Holm, Dave Loguidice, Dimitri Luedemann, Carmine LaiettaEditors: Carsten Becker, Ryan HaugProducer: Rachel KamenikExecutive Producer: Chris VolckmannLine Producer: Scott LuddenDP: Colin Watkinson

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