Commercial Spot Winner: Children’s Hospital of Illinois
Surprisingly enough, it was a logo that served as the driving force for the two spots for The Children’s Hospital of Illinois. “The logo was very appropriate,” says competition judge Mark Kudsi. “They did a really good job with the way they used children’s blocks, took them apart, and reenergized the elements. For the children’s hospital to allow them to manipulate their logo is really uncommon.” Michael Ong, creative director at T2, says the team did its best to look at things from a child’s perspective. “We used the ‘noodles,’ as we call them, to create a common thread that ties together a whole bunch of visual stopping points. And we let the logo and the human elements be those visual stopping points.”
Though the spot is clearly message-driven, Kudsi was impressed that it wasn’t overwhelmed with information. “They found a great balance of motion, animation, and typography,” he says. “They were able to keep the spot graphic, but maintain a sense of humanity by incorporating shot footage in a smart way.” That was no accident, Ong says. “We knew a human element was necessary to communicate the notion that the hospital does all it can to help kids get back to doing what they’re best at—being kids.”
Production company: T2, Kansas City, MO; agency: Muller Bressler Brown; creative directors: Michael Ong/T2, Shan Neely/Muller Bressler Brown; senior art director: Amy Young; writer: Tommy Donoho III; lead cg animator: Carson Catlin; motion graphics designer: Darton Simons; producer: Nicole Melton.
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