Viewpoint Creative Develops Ad Campaign for WE's "Bridezillas" 6/14/05

Boston, MA; Los Angeles, CA (PRWEB) June 14, 2005 -- Viewpoint Creative is nearing completion of a multi-platform launch campaign for “Bridezillas” airing on WE, Women’s Entertainment. The campaign includes television, radio, print, web, and a massive outdoor interactive digital display system in Times Square.

The TV creative uses a music video approach and features a song created by “Three Tree Productions” in New York. Using a stylized look and the dance of Tony Award-Winning choreographer, George Faison, the spots follow a quintessential bride as she goes from “sweet to certifiable” in the course of planning her wedding.

“Our intent was to create an ‘event’ atmosphere around the return of a hugely entertaining series,” said Creative Director, Michael Middeleer. Lee Wolfort, Viewpoint Creative’s Senior Art Director adds, “This is all about capturing the fun and insanity of the show. We stayed to a minimal set, a limited palette of blues from the WE style guide, and then let the action of the song, the dance, and our wonderful bride do the rest.”

The shoot took place in New York and was shot on 35mm in collaboration with Zooma Zooma and director Ryan McFaul.

Print includes ads for consumer and trade publications. It shows a gorgeous but insane bride dressed in a beautiful gown and wearing a straight jacket, and continues WE’s copy line: “Engaged. Enraged. About to be committed.”

The Interactive Digital Display System in Times Square runs for 2 weeks in June on the Reuter’s sign. It is comprised of 11 screens and looms over 10 stories tall. The creative includes elements from the TV spots with the addition of a bouncing bouquet to carry the lyrics of the song. Also featured are images from the print campaign and components from WE’s “Honeymoon in Hell” sweepstakes promotion. Pedestrians can enter the contest via cell phone or other hand-held devices while standing in Times Square! Continues Wolfort, “It was daunting to get our minds around it at first, but the results are breath-taking. The Reuter’s team helped make the process go very smoothly.”

Viewpoint Creative is an award-winning creative services firm providing clients with an exceptional range of advertising and design solutions to promote their brands. From concept to completion, Viewpoint Creative delivers extensive national and international experience in television, print and radio production. Clients include Women’s Entertainment, Court TV, Cinemax, Showtime, HBO, Discovery Networks, ESPN, Travel Channel, DIRECTV, FX, SciFi Channel, PBS, and AETN International®.    

For more information about Viewpoint Creative please visit our website at www.viewpointcreative.com.