LOS ANGELES – Rhythm + Hues Director Randy Roberts’ colorful "Big Idea" debuted on national cable in late May after exclusive screenings in New York May 15th and Los Angeles 22nd. The result of an extensive creative open-call for directors worldwide, "Big Idea" was commissioned by Bombay Sapphire, Miami and Margeotes Feritta Partners, New York to become one of two new shorts that continue the successful broadcast campaign "Sapphire Inspired Films." Roberts’ concept was one of two selected from a group of ten finalists and an original pool of more than a hundred submissions. "Drift," an animated piece from New York design collective Psyop, was the other winner.

"These films show a great level of inspiration, talent and style," said Monsell Darville, Group Marketing Director at the Bombay Spirits Company. "We're fortunate to be able to align ourselves with such remarkable artisans, and look forward to building relationships with inspired film directors –who we view as designers of the rolling image –around the world."

A pictorial fable which explores the origins of inspiration, "Big Idea" uses typographic icons, seductive music and a giant man to create an exotic short film that astonishes and entertains. Set in a formal ornate theater with a proscenium arch, a stage crew pulls a man the size of a Macy’s Thanksgiving Day balloon down from the rafters and the magic begins.

According to Randy Roberts, "symbols become a catalyst for how people come up with ideas." Starting with one of the four words the clients provided as a starting point, Roberts chose the word inspiration. He went to his notebooks, found sketches and a question mark. He reasoned that "inspiration and ideas come from questions" deciding to "use the metaphor or allegory because little parables like this have a universal appeal that transcend language."

"When Bombay announced this opportunity, we knew it was something we wanted to get involved in as a company," said Roberts. "Bombay is known for its gorgeous packaging, and for giving artists a creative forum through their brilliant print ads."

Branded content or advertainment, are advertisements that entertain consumers first, as a way of getting their attention, and then market to consumers in a separate soft sell manner,” said Marlon Staggs, executive producer for Rhythm + Hues Commercial Live Action division, which was responsible for producing the short. "We've had tremendous response to the first branded entertainment project we produced, KCRW's Balance, and now, with the Bombay short, we’re confident that we’ve taken a track that is both creatively rewarding, while aligning us with the success of prestige brands. We have the creative capacity, as well as the production resources of Rhythm + Hues behind us, so we’re looking forward to the next opportunity in this niche,“ concluded Staggs.

ABOUT R+H LIVE:

The live action commercial production unit of the world renowned animation studio Rhythm + Hues, R+H Live serves as a generator of highly creative concepts and live-action combo productions, under the leadership of 10 time Clio award-winning Director Randy Roberts and Executive Producer Marlon Staggs. From cutting edge advertainment projects created in-house, to traditionally developed client-driven advertising, R+H Live offers uniquely realized advertising and entertainment experiences for discerning brands.