2c Artist Management expands brand overhaul with new print, online + motion campaign via Holt

Established Sydney creative services agency, 2c Artist Management, is launching the next stage of their brand overhaul, with a new print, online and motion campaign created by Holt.

The integrated campaign from creative director Christopher Holt and his eponymous design studio, features print and online tease executions, which resolve with a short film and commercial realised by Stampede. The launch tomorrow follows the reveal of 2c’s new brand and identity earlier this year, also created by Holt.

VIEW THE SPOT

Presented as a wry, behind-the-lens look at the art and pathos of a commercial shoot, the centerpiece of the campaign is a 60 second spot called “The Preparation”. Featuring veteran Australian film and television actor, Francis Edwards, the narrative film is an examination of the process of making something in collaboration with a team of professionals, as seen from the viewpoint of the talent. Touching on all aspects of a production, from casting through to catering, the creative turns the industry’s gaze upon itself.

Says Holt: “After almost 20 years representing some of the industry’s top photographers, stylists, photographers and hair and make-up artists, 2c are repositioning themselves as a leading motion agency too.

“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.”

2c were involved in every aspect the production, drawing from their roster of top talent for the assembly of the team, including directing duo Toby Dixon and Alex Feggans, represented by the company under the moniker, Stampede.

Says Holt: “As a creative services agency, this campaign needed to serve as a showcase for 2c’s technical and creative capabilities too. Really, this film is a self portrait by 2c.”

Tammy McLean, who co-founded 2c with partner Julie Marshall in 1995, says the campaign is an important step for the business.

Says McLean and Marshall: “The landscape has changed immeasurably since we first started the company and we have evolved along with the industry. 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.”

Client: 2c Artist Management