Famed music journalism institution tapped indie creative shop to lead
“CREEM is Risen” brand relaunch campaign, celebrating the rebirth of a rock icon.
Legendary magazine CREEM has reemerged this year as “CREEM Entertainment,” resurrecting the Detroit-born voice of rock ‘n’ roll made famous by legendary writers like Lester Bangs, Patti Smith, Cameron Crowe, Jaan Uhelszki, Dave Marsh, Lisa Robinson, and more. And with it, the return of their iconic rock mascot (drawn by R. Crumb), Boy Howdy!, who debuted on the second issue of CREEM in 1969 and graced the pages of almost every issue for 20 years.
Leading the brand launch creative is rising indie agency fable.works, which won the business after a pitch earlier this year. Dubbed “CREEM is Risen,” the 360 campaign is a balls-to-the-wall joyride capped by a fever dream-like cartoon following Boy Howdy!’s return from the clutches of death 33 years ago, aboard a headless bat, then a heaven-bound rocket ride on Lester Bangs himself.
Click HERE to view the launch video.
Created in partnership with animation studio LOBO, original music and SFX by Human Worldwide, and title/editorial help from Uppercut Edit, the animation is more entertainment than ad, laden with bread crumbs that’ll keep fans watching and rewatching to test their rock ‘n’ roll chops.
Creem CEO John Martin considers the cartoon a rallying cry for fans. “This is for the millions of rock ‘n’ roll fans worldwide, misunderstood, underserved and upset that they get fed a steady diet of nothing from establishment music brands. We are those fans and we’re pissed too. So we wanted to make an insane piece of entertainment to champion the rock ‘n’ roll community – and as a way of putting the usual suspects on notice – their time is up. CREEM’s back.”
“CREEM’s comeback is a moment in music history. Agencies often throw around the word ‘dream client,’ but in this case, it’s an actual direct hit. Right in the feels, for everyone involved.” – fable.works co-founders Rick Williams & Marcel Yunes
The campaign aims to boost subscriptions and get rock disciples rallying around music’s biggest comeback – culminating with CREEM’s first new issue in three decades, due out this September.
Amen.
About CREEM Entertainment:
CREEM Entertainment is the modern-day devil spawn of Detroit’s legendary CREEM Magazine. During its initial twenty-year run, CREEM launched the careers of countless iconic music journalists and bands, while never hesitating to lampoon those who took themselves too seriously. Today’s CREEM, powered by the next generation of cage-rattling truth tellers and provocateurs, will deliver the best in editorial, original programming, merchandise, subscription products, and experiences to rock ‘n’ roll fans of all ages. Boy Howdy, indeed!
About fable.works:
fable.works is a rising indie agency rooted in the simple belief that brands need to entertain vs interrupt audiences. Founded by Emmy and Cannes Grand Prix winners Marcel Yunes and Rick Williams, fable.works is on a mission to make brands unforgettable via effective, engaging stories.
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“BOY HOWDY NEVER DIES”
FILM CREDITS
Agency: fable.works
Co-Founder: Marcel Yunes
Co-Founder: Rick Williams
Animation: LOBO
Directors: Mateus de Paula Santos, Thiago Martins
Executive Producer: Luis Ribeiro
Art Director: Thiago Martins
Concept Art: Bruno Guma, Felipe Lopes, Sérgio Filho
Storyboard Artist: Thiago Martins
Head of Production: Clara Morelli
Producers: Rafael Passos, Pablo Zurita
Head of Post-Production: Marcelo Barbosa
Post-Production Supervision: Thiago Martins
Post-Production Producer: Melina Prior
Animation: Francis Viveiros, Gian Burani, Bruno Tedesco, Thiago Martins, Maurício Reis
Lighting & Render: Maurício Reis
Composition: Maurício Reis
After Effects: Maurício Reis
Music: Human
Executive Producer: James Dean Wells
Creative Lead: Morgan Visconti
“Southside” written and performed by Aquarius Void (Zach Shipps/Ross Westerbur/Mike Alonso)
Scoring to picture by Zach Shipps
Audio Post: Post Human
Sound Design and Mix: Daryl Pinsdorf
Post Producer: Rob Suchecki
Edit & Titles: Uppercut
Assistant Editor: Davi Angelo
Producer: Lisa Sadek
HOP: Lisa Sadek
EP: Dez Macleod-Veilleux
MD: Lisa Houck
FINISHING HOUSE: Uppercut
After Effect/Grx: Maxime Benjamin, Inkyung Hur