A series about the science, religion, art and wizardry involved in chasing the perfect beer.
Made by Yonder
Directors of Photography: Tom Marvel, Trevor Fife, Dan McComb
Liquid Photography: Kim Pimmel
Live Action Producer: Eugene Mazzola
Executive Producer: Jennifer Senkler
Music: Jesse Solomon Clark , If These Trees Could Talk
THE WORLD DOESN'T NEED ANOTHER SCREEN, IT NEEDS A REFLECTING POND. The truly curious find a surreal and personal journey of observation through world travel. That insight defined the work I led for a series of massive digital installations at LAX's new Bradley International Terminal.
The largest public works project in the history of Los Angeles, the terminal features seven large scale video installations totaling over 9,500 square feet of active video display space.
INWARD JOURNEY As a body of work across all installations, my goal was to turn the ethos of spectacle and entertainment on it's head by inventing an original content language that creates an emotionally inward journey. This language is tailored to the purpose of the building and the state of mind of it’s passengers.
FREEDOM TO BE: Rich, diverse sub-cultures thrive just out of sight throughout the LA, likely the least judgmental city on the planet. The simple idea of Freedom-To-Be became the POV as LA's true soul and brand.
DOCUMENTARIES / THE POWER OF MEMORY: When we travel the world, our eyes are the cameras for our memory. The fleeting visions that nobody else seemed to notice become the most powerful and memorable. Destination city portraits for Barcelona, Seoul and Bangkok were shot as true documentaries- avoiding expected tourism fare and footage, we shot real people living in the everyday. The power is generated not by landmark or event, but by the simple beauty of the captured human moment.
SCULPTURAL STORIES: The work flows as an ambient and non-linear narrative. Digital kinetic sculptures bring the building itself to life and blur the lines completely between video content, sculpture and the installation itself.
FREEDOM FROM GRAVITY: This was the maxim that drove it all. It's a metaphor for flight and the promise of the SoCal dream. Reflect on it.
"Mark was the creative force behind Digital Kitchen's work product for the Integrated Environmental Media Systems (IEMS) at the Tom Bradley International Terminal at LAX. I cannot recommend Mark more highly, he is a consummate professional who worked collaboratively with other content providers to conceive and execute the centerpiece of the passenger experience for the new terminal"
- Michael Doucette, Chief of Airport Planning at Los Angeles World Airports
CASE STUDY: http://vimeo.com/106531607
SEGD Best In Show 2014 / SEDG
The One Show Silver Pencil 2014 / The One Club
Communication Arts Best of Environmental Design, Design Annual 2014
My Role: Head of Creative for all DK / LAX projects, Original Concepts, Creative Director, Writer, Director, Editor.
Executive Creative Director: Anthony Vitagliano,
Creative Directors: Mason Nicoll, Chad Ashley, Josh Hayward, David Mikula Creative 3D Concepts: Todd Kumpf Managing Director/Exec Producer: Cynthia Biamon Head of Production: Erica Coates, Colin Davis Creative Technologist: Robert Diel Show Control: Smart Monkeys, Inc.
I led this series of short films dedicated to extraordinary human-to-machine relationships. Shot around the globe, each story story keyed on a universal human desire to: Escape, Wander, Be In Nature, Go Fast, and Fall in Love.
By centering the stories on near-primal human traits, the stories took on a pure and authentic tone, moving well beyond expected marketing or branded content fare. The pieces were created with small two manteams (director and dp) and were made as legitimate documentaries, with no preparation or scripting of subjects.
Ultimately it’s about those that feel most alive while on the road, andrepresents extremely rare territory for a brand known only for exposing it’s engineering side.
My role: Head of Creative, Live action Director, Editor.
Live Action Directors: Murray: Mark Bashore & Matt Mulder Grant: Brad Abrahams Sabine: Shawn Fedorchuk Tiffany: Matt Mulder Georgia & Luca: Mark Bashore
DP's Trevor Fife, Morgan Henry Head of Production: Sarah Shipley Editors: Shawn Fedorchuk, Mark Bashore, Slavka Keuhn
Agency: GSD&M. Creative Directors Jeff Maki, Robert Lin
It's rare when art, entertainment and brand work in harmony within a physical space.
The Cosmopolitan of Las Vegas represents one of the most ambitious hotel experiments anywhere. Since it’s opening, I have led content creation for the hotels' digital lobby columns and 500+ screens across the property. My creative partner throughout the multi-year project was Anthony Vitagliano.
This project continues to gain worldwide recognition for reaching entirely new frontiers in branded environments and customer experience.
In addition to the interior and exterior digital work, several built environments and branding / identity campaigns were completed over a 4 year span.
"Mark is one of the most talented, inventive and interesting people I have had the fortune to work with over the years. He has led the conceptualization and production of truly beautiful and memorable work. I would highly recommend him for almost anything that needs to be unique and powerful."
-Lisa Marchese, Chief Marketing Officer The Cosmopolitan of Las Vegas
Cannes Lions Grand Prix, 2011
The One Show Gold Pencil 2011
London International Awards 2013 Bronze Winner: Environmental Installation
SEDG Placemaking & Identity Awards Winner 2014
The One Show Design Merit 2014 Spacial Design: Indoor Spaces
The New York Festival Environmental Design 2014
My Role: Head of Creative, all projects 2010 (Hotel Opening) through Nov 2013, Including: Creative Director, Live action director, Original Concepts, Art Direction and Writer.
Exec. Creative Dir: Anthony Vitagliano Creative Director: Chad Ashley Lead Account: Andrea Silverman Head of Production: Colin Davis Managing Director: Jeff Brecker Interior Design: The Rockwell Group Show Control: Smart Monkeys, Inc.
Client: The Cosmopolitan of Las Vegas. Lisa Marchese CMO, John Unwin, CEO. Chris Burns, Director of Digital
SPACE, BRAND & STORY
This project is about the design of an entirely new entertainment concept- a hybrid restaurant, club and immersive entertainment experience. As the sole consistent “storyteller” for the project, an original concept and narrative for the club was authored. The narrative and accompanying film was maintained as the driving vision for the club from concept to completion over a multi-year period. Entertainment programmer, interior designer, restaurant group, architect and contractor were uniquely tied in mission around a singular vision.
1920 meets 2019 as digital elements collide with a classic interior.
In collaboration with Avroko, a number of club features, digital LED elements, colors, and physical-narrative themes were completed throughout the
BOSCH MEETS BEER SIGN. An original installation within the club consisting of a rewiring of Hieronymus Bosch’s triptych “Garden of Earthly Delights” , brought to life with long-forgotten mechanical Hamm’s beer sign technology.
This work is part of an overarching project that I led including narrative concept for the social club, interior design narrative, physical installations, name, branding, identity, broadcast and print.
My Role: Head of Creative. Overall Environmental Narrative and Space Concepts, naming, brand, and installations.
Creative Partner: Anthony Vitagliano, Director of Experience Design.
Creative Director, Triptych Installation: Matt Mulder
Print Campaign: Anthony Vitagliano, Exec. Creative Director. Thomas Nicholas & Koji Minami, Senior Creatives
Production & Management: Colin Davis, Bhu Bains
Head of Account: Bhu Baines
Created in partnership with Avroko & Coastal Luxury Management
Construction Manager: Chris Johnson
Client: John Unwin, CEO & Lisa Marchese CMO, The Cosmopolitan of Las Vegas.
Sierra Nevada is a really awesome family-owned brewer that makes the best beer on the planet. They were a craft pioneer 30 years ago. They are one of the truest green businesses in the country. And they never told anyone about it.
As tastes in craft have grown, so has the competition. Many Western brewers were perceived to be more experimental, daring and environmental.
The work with Sierra was about dusting off boots to awaken a dormant maverick spirit and crafting a fresh, powerful voice for the brand.
Through a full brand exploratory, brand POV, brand narrative, a vast content-rich website, film and retail print work, Sierra Nevada re-summoned a dauntless pioneering soul. Craft beer Mecca remains safely in Chico.
My Role: Head of Creative, Creative Director, Brand Strategy & Story, Live Action Director, Writer, Editor.
Exec Creative Director: Creative Director: Matt Mulder Creative Director: Interactive: Demetre Arges Senior Creative: Design Lead: Jessica Katona Creative: Koji Minami DP: Morgan Henry
Envisioned as a direct reflection of the social club's founding concept: a disorienting hybrid experience that refuses convention. In this case: equal parts social fairytale, documentary, and cult recruiting video, shaken.
A hypnotic host and his paramour present a phantom music box that comes alive with human dancers. A beautiful woman in search of her lost kitten becomes the creature she pursues. Social spirits are summoned to cascades of champagne.
Track by experimental artists Matmos carries the carnival further into non-conformist bliss.
This work is part of a overarching project that I led including narrative concept for the club, interior design narrative, physical installations, name, branding, broadcast and print campaigns.
My Role: Head of Creative, Original Concept, Live Action Director, Editor
Second Unit Director and Co-Editor: Camille Durand.
DP's: Maz Makhani, Morgan Henry
Production Team: Julie Benevides, Bhu Bains, Chris Paladino, Colin Davis
Director of Experience Design: Anthony Vitagliano
My favorite work in entertainment is simple, often made by hand, and trades spectacle and special effects for conceptual depth, metaphor and mischief.
I think of main title sequences as compact little indy films that capture the emotional essence of an entire entertainment property.
The main title sequence for True Blood is a hand made love letter to the dirty struggle. The wildly bootstrapped production included friends & family casting, vintage 16mm Bolex cameras, six separate shoots, archival footage, hand-cut typeface, and experimental tabletop liquid work.
Main Title work has garnered an Emmy Award and several Emmy nominations.
My Role: Head of Creative, Exec Producer: True Blood / Executive Producer: Dexter, The Company, Path to 911 / Head of Creative, Creative Director: All other projects.
Creative Directors / Live Action Directors: HBO Boxing: Rama Allen / True Blood: Rama Allen, MattMulder/ Wyclef Jean Music Video Rama Allen / Dexter: Eric Anderson, Lindsay Daniels / Shark Week: Matt Mulder / Big Love Holiday Album & Video: Brad Abrahams, Mark Bashore/ Sherlock Interactive: Johan Liedgren, Mark Bashore / The Company: Matt Mulder / BBC World Cup: Johan Liedgren / Path to 911: Colin Day/ True Blood Marketing: Jeff Long, Mark Bashore
It’s true, real people are more interesting than pretend ones. Documentary film continues to inspire me like nothing else. My work often features under-manipulated, unscripted situations with real people. I established and led all non-fiction work at DK, where I completed documentary film projects for New Balance, BMW, HBO True Blood , Levis, Atlantic Lottery Canada, BBC World Cup, Sierra Nevada Brewing, The PGA Tournament, The Bill & Melinda Gates Foundation, LAX Installation Content, and many more.
Head of Creative, All Projects: Mark Bashore
Live Action Directors:
BMW: Mark Bashore. Brad Abrahams, Matt Mulder, Shawn Fedorchuk / New Balance: Colin Day / Atlantic Lottery: Mark Bashore, Matt Mulder PGA Tournament: Rama Allen / Sierra Nevada: Mark Bashore, Matt Mulder, / LAX: Josh Hayward, Mark Bashore
Directors of Photography: Morgan Henry, Trevor Fife.
The concept: Transparency and conversation. We asked actual Atlantic Canadians what questions and concerns they have about the lottery. We then built an interactive experience to create a more honest, educated dialogue between the lottery and citizens. The films reflect diverse, honest and spirited views on a government-run lottery system, including a profile of a former gambling addict.
The conversation lives within a large interactive tapestry of photography and film that capture Atlantic Canada’s beautiful land and strikingly well-adjusted human beings.
I led all work creatively and also served as a live action director and lead editor for the project, which included several short documentary films, massive content rich website and TV broadcast campaign
"Mark was able to take a very risky creative concept on paper and bring it to life in way that was strategic, original, authentic, memorable and most important, effective beyond expectations"
- Mat Allen, Creative Director/Partner Revolve
One Show Interactive Merit Award / The One Club Interactive Merit: Brand Transformations
Agency: Revolve Mathew Allen, Creative Director
Creative Directors: Matt Mulder, Roxana Zegan, Josh Hayward, Demetre Arges, Al Mendili, Mark Bashore
DP’s: Morgan Henry, Trevor Fife / Editors: Slavka Kuehn, Brian Cole, Mark Bashore
Music: Jesse Solomon Clark
Original concepts both completed and orphaned. My Role: Head of Creative, Creative Director, Director.
Gregory Herman: Nascar
Nathaniel Howe: Milk Dreams/ Las Vegas, In Barkley's Head, Redemptio
Felipe Carvalho: Forza
The Olympics on NBC.
Dodge Brothers Documentary
Ferrari World Installation Film: Matt Mulder, Executive Creative Director, Ryan Gagnier, Senior Creative & Designer.
Short Film "Kravenhoof" Co-Directed with: Matt Mulder, Johan Liedgren DP: Morgan Henry. Producer: Jill Johns