CC-Lab

Brand experience and production design for the launch event of Heineken Greenspace.

CC-Lab was approached in November 2003 with a brief to collaborate with other lead agencies and develop a brand experience platform for a bold and imaginative series of new global events. Each event would centre around a regeneration project where Heineken worked with local authorities to create long term cultural destinations that contain facilities for creative collaboration for film, design, music and more.

The launch event took place in Valencia during October 2005. One week of activities were staged in some previously disused warehouses close to the port. Within these warehouses, a series of containers were used as building blocks to allow an audience to experience film & audio-visual installations, architecture, design, arts presentations and live music. The result was an exceptionally creative collaboration between talented local musicians, filmmakers and designers.

CC-Lab were responsible for the production design and brand experience. This involved creating all the moving brand identity imagery, as well as short films and screen visuals for various artists at the event. The moving brand imagery included: cinema title sequences, interstitial sequences, ambient mood films, stings that combined 3D animation, filmed sequences and photo montages.

Throughout the space CC-Lab designed colour coded signage and areas with monitors and projectors. This equipment delivered brand messages, event based information and bespoke greenspace short films that were filmed and edited on-site.

CC-Lab produced the multi-camera coverage for the main music stage, providing live screen cuts and streaming internet content for artists such as Sonic Youth, Antony and the Johnsons, Mathew Herberts Big Band and Gilles Peterson. Additionally, CC-Lab co-ordinated the distribution of all content for international PR purposes. A series of A and B-roll material was edited at an on-site facility and this was transmitted via satellite for instant use by news channels globally.

The Creative Director for CC-Lab was Kieran Evans, Event Producer was Fleur Smith, with all post production handled at CC-Lab’s in-house studio.

Greenspace created and defined a new type of brand experience, a truly international event that fused artistic genres and provided a platform to celebrate the Creative Winners from each discipline. The project will be ongoing in 2006.