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EDP - (2011) :60 (Portugal)

Sagmeister Inc. and BNS Energize EDP

NEW YORK - The artists and producers from international production company and design studio Brand New School (BNS) are very proud to present their recent collaboration with international graphic design icon Stefan Sagmeister for EDP Renovaveis, S.A., the renewable energy subsidiary of Energias de Portugal (EDP) and one of the world's largest and fastest growing wind energy companies.

Sagmeister, Inc. has recently created and introduced a strikingly fresh brand identity for EDP. To help introduce it throughout Portugal and beyond, Sagmeister teamed with BNS to develop an animated storyline using the brand new illustrative visual language. The resulting :60 commercial debuted last week on broadcast and cable television in Lisbon, Portugal, and along with many shorter versions, it is set to continue airing widely across the country and Europe for many weeks to come.

"It was such a pleasure to see the identity we created together with EDP become alive through the magic of Brand New School, not only were the results lovely but the process getting there also absolutely enjoyable," Sagmeister said.

For BNS, the project team featured founder and executive creative director Jonathan Notaro, art director Christopher Palazzo, executive producer Devin Brook, producer Derek Macleod and an illustrious team of designers and artists. The animation workflow involved creating vivid illustrated scenes from EDP’s new branding identity created by Sagmeister art director and designer Jessica Walsh along with others created by BNS. "Bringing life-like behavior to the deceptively simple geometric system created by Sagmeister, Inc. was a fun challenge," Palazzo explained. "The scope of this system is absolutely astounding. A graphic system this rich and smart can do anything, as shown in the final piece. Stefan and his team were an absolute dream to work with."

"This collaboration with Sagmeister Inc. is special," Notaro added. "Obviously he is a design god, and as fans of his work over the years we were all super excited with this collaboration, and looking forward to the next one!"

"EDP" features the song "The Gift." Additional credits for Sagmeister include illustrators Stephane Elbaz, Xavi Garcia, and Michael Freimuth. For BNS, credit also goes to Flame artist Blake Huber, designer/animators Robin Greenwood and Hye Sung Park, designers Caleb Chalter, Phil Intralligi, animators Scott Balles, Andrew Mastrocinque, and artist Andrew Rothschild.

For more information on EDP and this campaign, please visit www.edp.pt.

About Brand New School
With offices in New York, Los Angeles and London, Brand New School is a vertically integrated production company and design studio that delivers extraordinary media on all platforms. Offering a new model for creative digital production, we are filmmakers, developers, designers, animators, editors, illustrators, and producers dedicated to driving communications to new heights. Akin to leading academic institutions, our guiding philosophies prize experimentation and learning, and our commitment to discovering the best ideas for our clients is absolute. For more information, please visit www.BrandNewSchool.com.

Project Name: EDP Brand Re-Launch
Length: :60
Debut Date: July 1, 2011
Main Project Tools: Adobe Illustrator, Photoshop and After Effects; Apple Final Cut Pro; Autodesk Flame

Client: EDP

Advertising Agency: Sagmeister Inc.
Creative Director: Stefan Sagmeister
Senior Art Director: Jessica Walsh
Illustrations: Jessica Walsh, Stephane Elbaz, Xavi Garcia, Michael Freimuth

Production Company: Brand New School
Executive Creative Director: Jonathan Notaro
Art Director: Christopher Palazzo
Executive Producer: Devin Brook
Producer: Derek Macleod
Designers: Robin Greenwood, Caleb Chalter, Phil Intralligi
2D Animators/Compositors: Robin Greenwood, Scott Balles, Andrew Mastrocinque, Hye Sung Park
Additional Artist: Andrew Rothschild

Music Track: The Gift


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