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A new division of Abbott Nutrition’s snack department came to us needed a video introducing its new product, Curate snack bars, to Abbott’s salesforce and they needed it quick. They needed everything from concept to production to delivery in under 2 weeks. Challenge accepted. The concept we executed tied into their planned marketing campaign that revolved around how to the bars and their unique flavors are able to inspire people in new and innovative ways. We were instantly drawn to the artist Michael R. Seiler, who also uses unique combinations, like Curate does in the bars, to a beautiful end product. Mike is most known for using asphalt (yes, the stuff under the tires of your car) and alkyd paint (a paint more commonly used as house paint). This combination allows for, as Mike says in the film, the painting to be alive. The asphalt’s texture is influenced daily by air temperature, gravity, humidity, etc. This means that every day the art can tend to look a little different.
Not many other paintings can say that.
The final film is definitely one of our favorites that we’ve ever created. Overall, we were proud to be part of a national product launch and wish the Curate team continued success as their
“Serif’s creativity plus their dedication has helped our team create beautiful films to support the launch of our new brand. The team collaborates well with Clients, often under tight timelines, taking into account the feedback and coming back with solutions that exceed expectations. Their original approach to creative problem solving consistently delivers work that is above and beyond the scope.” Megan Synder, Brand Manager Abbott Labs/Nutritious Snacks Division