Powell Storyboards Sundance Series in Print

NEW YORK Powell has crafted its first consumer advertising for the Sundance Channel, an estimated $1 million print campaign designed to launch the premium cable network’s Anatomy of Scene series.

Much like the series itself, ads aim to take viewers inside a pivotal scene of an independent film. But without the benefit of film clips and sound, the creative team at the New York branding boutique turned to storyboarding the behind-the-scenes contributions of the movie’s directors, writers, costume designers and other specialists.

“We knew we had to come up with a way of uniquely communicating the series, and one of the steps in the process of developing a film is to storyboard scenes,” said Josh Rogers, strategy director and the campaign copywriter. “It was a really great way to show the unique angles that the show casts on these contributions.”

The first execution, breaking in April issues of Vanity Fair and Entertainment Weekly, focuses on the opening scene from Cooler, starring Oscar-nominated Alec Baldwin and the portrayer of perennial losers, William H. Macy. One storyboard sketch shows the producer “riffing on the difficulty of portraying noir in Vegas.” Another features the costume designer illustrating “how to get better luck from a good suit.”

“Watching the show you start to realize that without one of these pieces, the film wouldn’t have been what it was,” Rogers said.

Powell won the Sundance Channel assignment in July.