CLIO Image Award - "Artemis" (2014) 1:08 (USA) (Show Open)

Phoenix Media Group helped the inaugural CLIO Image Awards get off to an electrifying start with a beguiling show-opener about an elegant and enigmatic archer.

Reflecting the show’s focus on fashion and beauty advertising, the 1-minute opener features Brazilian model Palloma Dreher in its title role as “Artemis.” Wearing a sheer Alex London gown, Dreher appears on the lawn of a sprawling Long Island mansion and uses a large bow to fire an arrow at a distant target. When the arrow hits its mark, it explodes in a shower of purple-hued diamonds that resolves in the CLIO Image Awards logo.

Awards shows often make do with montage-style openers, but Phoenix Media Group wanted to create something more memorable for the inaugural event, which was hosted by Bravo TV’s Andy Cohen and featured a special appearance by Sarah Jessica Parker. “We wanted something more dynamic that would add to the production value of the event,” says PMG principal Chris Phoenix, who directed the piece. “Artemis was designed to be lush and beautiful; its power fits nicely with the mission of the show.”

A full service creative shop, Phoenix Media Group produced not only the opener but the entire CLIO Image Awards show. Its team wrote Cohen’s script, produced winner’s slates, graphics and other branding, and directed the live event.

Artemis was shot on the grounds of Old Westbury Gardens, a mansion built in 1906 and listed on the National Register of Historic Places. Dreher’s performance was recorded with a Phantom Flex camera operating primarily at 1200 to 2400 fps. Editorial, compositing and visual effects were completed at Phoenix Media Group’s facility in New York. Additional visual effects were completed by The Artery and a portion of the color correction was done at Light Iron. Phoenix’s visual effects were created using Cinema 4D and AfterEffects.

“This project involved a mix of production techniques that challenged us on the set and in post,” says senior art director Jeffrey Man, “but it was very satisfying to pull together a single creative vision and carry it through the whole process.”

Of particular significance was the casting of Dreher. “Palloma is not just a pretty face,” observes producer Colin Elliott. “She has an intensity and seriousness that we liked—a slightly dark edge.”

At the CLIO Image Awards, Artemis was displayed on 16-foot screens using 8K Christie projectors. “We received a few ‘It gave me goose bumps,’ comments” recalls Phoenix of the show’s crowd, which included the crème of the fashion and beauty advertising community. “This audience has very high standards and can spot something false in an instant. The fact that they accepted it, validated all our hard work and is very satisfying.”

The CLIO Image Awards were held May 7 at the Pierre Hotel in New York City.

Title: Artemis (Show open)
Client: CLIO Image Awards and WWD
Creative &
Production: Phoenix Media Group, New York. Chris Phoenix, director; Colin Elliott, producer; Chris Phoenix, Colin Elliott and Jeffrey Man, writers; Michael “Beau” Grantland, director of photography; Karen Shapiro, wardrobe and stylist; Alex London, costume designer; Jeffrey Man, visual effects supervisor; Ed Morris and Konstantine Pope, music; Nicole Ranucci, associate producer.