Very proud to have collaborated with 2C on this project as a white-label writer/producer! History selected this concept, one of five that I developed and contributed to the pitch, and it was executed flawlessly by 2C’s talented creative team.
As featured in PromaxBDA’s “Daily Brief”:
“In this brand spot for History, Miami-based 2C Creative reminds us, in the words of Ronald Reagan, that while “so much is changing, so much endures.”
The goal of the spot was to showcase History’s new look while reflecting upon what is happening on the national stage right now.
“This spot was created to simply capture the current climate and time in history – specifically the inauguration and transition of power. We wanted to convey a sense of unity and optimism,” said Krista Liney, History SVP and managing creative director, in a statement.
2C drew from President Reagan’s inauguration speech to build a 60-second narrative, layering footage from some of our nation’s most historical moments to straddle the line between the past eight years’ liberal climate and the more conservative road ahead. All of the footage is strung together by a red line drawn directly from History’s logo, subtly reinforcing the notion that the more things change, the more they stay the same.
“The challenge was striking the right tone. We didn’t want to preach or convey fear. The hope is that you get to the end of this post with a feeling of optimism,” said Brian Eloe, live-action director, also in a statement. “So we created a piece meant to lean into the current climate of the country with a more deliberate, hopeful message and an American viewpoint on History.”
Krista Liney: SVP/Managing Creative Director
Chief Creative Officer: Chris Sloan
Creative/Live-Action Director: Brian Eloe
Editor: Jeff Morelli
Editor: Jesus Martinez
Design Director: Luis Martinez
Animator: Dmitri Zavyazkin
Designer/Animator: Andy Fernandez
Senior Director of Operations: Nikki Coloma
Writer/Producer: Jim McNulty
Audio Mixer: Cesar Haliwa