RA&A 15 year anniversary
- Jun 21, 2024
- 1 min read
Updated: Jun 8
Project: RA&A 15 year anniversary Client: RA&A Agency: Groove Jones Production / Studio: Groove Jones
Creative Director: Karim Youssef Producer: Marina Bonila Campaign Strategy: Karim Youssef Motion / Animation: Hungman Studio
Launching in Times Square — the epicenter of global brands and mass communication — was a strategic move.
Groove Jones carried the agency and production sides of the assignment, which kept the strategic read, creative development, production decisions, and final delivery moving as one connected pipeline.
On RA&A 15 year anniversary, Karim Youssef's hand shows up in the craft layer: the way image, motion, edit, and finish turn the assignment from a set of assets into a coherent piece of communication.
The project needed a clear point of view, then the discipline to carry that point of view through design, motion, production, and delivery.
The result is a focused creative piece with a clear idea, a disciplined visual system, and enough craft to hold attention past the first look.
The craft sits in the rhythm: how the image moves, where the edit breathes, how the design supports the subject, and how the final piece keeps momentum without feeling rushed.
The media is placed as part of the read, not as an afterthought: finished work first, then the details that explain the choices behind it.
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