Better than chocolate in peanut butter, one of Lakeland’s recent additions to the downtown business sector has teamed up with Lakeland’s pre-eminent filmmakers. It’s a small project, but one soon to be very visible as Smart Creative has designed the key art for Endure, the film from the creative team at Nfocus.
“It’s our first film collaboration and we were excited to work on it,” said Fred Koehler, managing direct for Smart Creative, a brand management and communications company located downtown on Pine Street.
When the time came to design artwork that would be used to promote the film, the filmmakers looked for a local company. Koehler had met the film’s Editor, Jim Carleton, at a few professional events. The Endure crew met with the Smart Creative staff, gave some background to the film, and went back to work. “We tried not to give them any direction; which was difficult for us.” said Carleton.
Kohler said he the rest of the Smart Creative staff watched the film’s trailer, read the directors notes,and consulted the film’s tag line – “Pray He Doesn’t Find Her First” — and each designer took a stab at a sketch.
Kohler said his team delivered three sketches to the filmmakers, “Each told a different part of the story.” Carleton said he and the other producers have been with the film so long, that they wanted to see what others thought of the sketches. “We wanted the art to promote that the film is a crime thriller.
One sketch stood out. “What they liked best was the girl in the swamp. It didn’t give away too much,” said Kohler.
Kohler said the selected concept was the work of Chad Kostella and that made him Lead Artist to design the finished piece. Kohler designed a new logo for the film and Kostella fleshed out the piece adding embellishments. Kohler said, “The careful viewer will see those interesting elements and embellishments. What is essential is that we want the art to make you wonder what happens next.”
The art will be used for promotional posters and as part of the DVD screeners mailed to distributors. Carleton cautioned that a company that purchases distribution rights may replace the art with one of their own design.
The film’s debut festival is the 2010 Gasparilla International Film Festival March 18th to the 21st.
Smart Creative is located in downtown Lakeland at 208 E Pine Street, 863.286.8040
NFocus is at 1910 Hardin, Suite 105, Lakeland, FL 33803, 863.688.4505
Disclaimer: I’ve performed some volunteer work for the Endure production.