A letter to the reader
Utilizing a mix of media, fonts, and film shades the Sydney Morning Herald’s new promo draws from true-crime opening sequences.
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Credits
powered by
- Agency BMF/Sydney
- Production Company Sedona Productions
- Director Patrick Clair
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Credits
powered by
- Agency BMF/Sydney
- Production Company Sedona Productions
- Director Patrick Clair
- Executive Producer Kim Wildenburg
- Music/Sound Design Stare Crazy
- Chief Creative Officer Alex Derwin
- Creative Director David Roberts
- Art Director Jack Robertson
- Copywriter Rob Boddington
- Head of Art & Design Lincoln Grice
- HP Jenny Lee-Archer
- Producer Claire Seffrin
- Lead Designer Eddy Herringson
- Lead Animator Laura Heath
- Digital Producer Dani Kartika
Credits
powered by
- Agency BMF/Sydney
- Production Company Sedona Productions
- Director Patrick Clair
- Executive Producer Kim Wildenburg
- Music/Sound Design Stare Crazy
- Chief Creative Officer Alex Derwin
- Creative Director David Roberts
- Art Director Jack Robertson
- Copywriter Rob Boddington
- Head of Art & Design Lincoln Grice
- HP Jenny Lee-Archer
- Producer Claire Seffrin
- Lead Designer Eddy Herringson
- Lead Animator Laura Heath
- Digital Producer Dani Kartika
As a platform that champions a multitude of views and perspectives, Minds Wide Open takes on a variety of styles.
Distinct and bold, this ad combines massive headlines, striking photojournalism, and newsprint texture to demonstrate a true-to-life documentary vibe. This piece feels like the opening credits of a new true-crime series and there is an authentic urgency to the pacing. With a typewriter setting the words across the page, this ad is dynamic, showing off the news stories that Australians have cared about over the past year.
It’s no surprise that this aesthetic piece for the Sydney Morning Herald was directed by Patrick Clair – winner of two Emmy Awards for Outstanding Main Title Design for his work on True Detective and The Man in the High Castle. Sedona Production helped execute the film and BMF was the agency lead.
