http://www.jkovac.com John Kovacevich - Creative Director Fri, 18 May 2012 05:23:30 +0000 http://www.jkovac.com en http://jkovac.com/Portrait-of-an-Artist-Victor-Hugo-Zayas http://jkovac.com/following/jkovac.com/Portrait-of-an-Artist-Victor-Hugo-Zayas Fri, 18 May 2012 05:23:30 +0000 John Kovacevich - Creative Director 3428553 This documentary short, produced in 1992, follows Los Angeles artist Victor Hugo Zayas as he tackles his largest canvas to date. In doing so, it explores universal truths about the creative process. I made this film 20 years ago during my final year of film school at Loyola Marymount University. Shot on 16mm and edited on the old KEM flatbed editing machines, they literally don't make 'em like this anymore. Yes, it's a student piece, the sound and picture are rough by today's standards, and there's plenty here to illustrate my youth, but I'm not completely ashamed of it all these years later. CREDITS Writer, Producer, Director: John Kovacevich Director of Photography: Shana Hagan Music: Jason Johnson and Jeff Decaen Subject: Victor Hugo Zayas FESTIVALS & AWARDS * 1993 Regional Finalist – Student Academy Awards * Samuel Z. Arkoff Award 1992 – Honors LMU's best student films * 1993 DGA Student Film Screening * AFI Los Angeles International Film Festival * Melbourne International Film Festival * San Antonio CineFestival * Chicago Latino Film Festival * Second Place, 3rd Coast Film & Video Competition (University of Texas at Austin) * Second Place, 1993 Film Front National Student Film and Video Festival * Honorable Mention, Columbus International Film and Video Festival Produced at LMU School of Film & Television http://jkovac.com/Nature-s-Recipe-It-s-What-s-Inside http://jkovac.com/following/jkovac.com/Nature-s-Recipe-It-s-What-s-Inside Wed, 09 May 2012 17:56:47 +0000 John Kovacevich - Creative Director 3364152 How do you stand out in a category where every single ad looks the same? You zig when everybody else is zagging. To make Nature's Recipe stand out in the natural pet food category, we avoided the category cliches and created a campaign that is as hand-crafted as the product itself. IT'S WHATS INSIDE - TV :30 CAT FOOD LAUNCH - PRINT <img src="http://payload53.cargocollective.com/1/1/35023/3364152/NaturesPrint.jpg" width="600" height="788" width_o="600" height_o="788" src_o="http://payload53.cargocollective.com/1/1/35023/3364152/NaturesPrint_o.jpg" data-mid="17329596" border="0" align="left"/> CREDITS Group Creative Directors: John Kovacevich, Julie Scelzo Chief Creative Officer: Chris Ford Copywriter: Chris Hancock Art Director: Scott Drey Broadcast Producer: Jim Phox Director: Mark Gustafson Production Company: Laika Work produced at DFCB, San Francisco http://jkovac.com/Ooma-Gary-Ooma http://jkovac.com/following/jkovac.com/Ooma-Gary-Ooma Wed, 09 May 2012 04:49:33 +0000 John Kovacevich - Creative Director 2926101 You’ve got a great product. Consumer Reports just ranked you #1. But your current advertising is infomercial-esque and isn’t conveying your quality. So we created a sitcom-like series of commercials and let the product speak for itself. Literally. We showed that the smartest phone is one that gives you exactly what you want for as little money as possible. PILOT EPISODE - :30 TV spot AFRAID - :30 TV spot BORED - :30 TV spot BLACKLIST - :60 Radio FOOTBALL - :60 Radio SIRENS - :60 Radio CREDITS Group Creative Directors: John Kovacevich, Julie Scelzo Chief Creative Officer: Chris Ford Copywriter: Kate Getty Art Director: Hillary Tandrow Broadcast/Radio Producer: Patrick Wilkinson Director (TV): Chris Woods Editor (TV): Bob Spector Record/Mix: Eben Carr (One Union, San Francisco) Work produced at DFCB, San Francisco http://jkovac.com/Morning-Announcements http://jkovac.com/following/jkovac.com/Morning-Announcements Sun, 01 Apr 2012 22:06:19 +0000 John Kovacevich - Creative Director 3120721 While at Goodby, Silverstein & Partners, a group of us created a weekly show for the agency called "Morning Announcements." It's full of the sort of inside-jokes that make co-workers roll with laughter...and outsiders scratch their head and say "I don't get it." In each episode, I would do a "special report." Here is one. SPECIAL REPORT - "Grant Street" CREDITS Special Report Writer/Reporter: John Kovacevich Camera/Sound/Editorial: Brandon Loper Work produced at Goodby, Silverstein and Partners. http://jkovac.com/Meow-Mix-A-Classic-Reborn http://jkovac.com/following/jkovac.com/Meow-Mix-A-Classic-Reborn Sat, 31 Mar 2012 01:30:03 +0000 John Kovacevich - Creative Director 2925789 When you inherit a brand that has an iconic advertising campaign deeply embedded in its DNA, you really shouldn't screw with it too much. So when it came time to launch a new innovation for Meow Mix, we went back to basics--cats singing the iconic jingle directly to camera. Bouncing ball and all. CREDITS Original Meow Mix Jingle (1976): Ron Travisano, Della Femina Travisano & Partners Group Creative Directors: John Kovacevich, Julie Scelzo Chief Creative Officer: Chris Ford Copywriter: Brad Meyers Art Director: Eric Rindal Broadcast Producer: Jim Phox Director: Michael Killen Editor: Bob Spector Record/Mix: One Union, San Francisco Work produced at DFCB, San Francisco http://jkovac.com/Dockers-Save-the-Day-Every-Day http://jkovac.com/following/jkovac.com/Dockers-Save-the-Day-Every-Day Fri, 30 Mar 2012 19:17:48 +0000 John Kovacevich - Creative Director 2925477 There's a new superhero in town. He doesn't wear a cape. There is no mask. And definitely no tights. But he still saves the day simply by taking care of business. By doing what he loves and doing it well. He is clad in khaki. Armored in chino. He…wears the pants. PHONE BOOTH - :60 Cinema ENVY - :30 Radio BUS - :30 Radio FIRST DATE - :30 Radio KILLING IT - :30 Radio CREDITS Group Creative Directors: John Kovacevich, Julie Scelzo Chief Creative Officer: Chris Ford Copywriter (Phone Booth): Desmond LaValle Copywriter (Radio): Jeff White Broadcast Producer (Phone Booth): Monica Wilkins Director (Phone Booth): Bram Coppens Editor (Phone Booth): Bob Ackerman Producer (Radio): Patrick Wilkinson Record/Mix: One Union, San Francisco Work produced at DFCB, San Francisco http://jkovac.com/Sonic-Drive-In-Radio http://jkovac.com/following/jkovac.com/Sonic-Drive-In-Radio Mon, 01 Aug 2011 22:44:58 +0000 John Kovacevich - Creative Director 1807530 These radio spots for SONIC Drive-In are firmly rooted in its “creativity tastes better” strategy. After all, if SONIC’s menu is one of the most versatile and customizable in the fast food market, shouldn’t its radio campaign reflect that same depth and variety? Hence this series of slightly absurdist genre pieces to introduce our limited time offer products—from a man's irrational fear of buns to a radio call-in show about silverware to a submarine under attack by hot dogs. Each piece takes a slightly different approach, but collectively they position SONIC as the place to go to get creative. SILVERWARE ETIQUETTE - :60 Radio STEPHEN - :30 Radio SUBMARINE - :30 Radio PUNCHED IN THE MOUTH WITH AWESOME - :30 Radio WHERE DO MINI-BLASTS COME FROM? - :30 Radio WHOOO - :30 Radio CREDITS ACD/Copywriter: John Kovacevich Executive Creative Director: Margaret Johnson Producer: Christine Oh Engineer/Production: Eben Carr/One Union Recording Work produced at Goodby, Silverstein and Partners. http://jkovac.com/HP-TouchPad-Launch http://jkovac.com/following/jkovac.com/HP-TouchPad-Launch Mon, 01 Aug 2011 22:21:04 +0000 John Kovacevich - Creative Director 1807351 How do you introduce a new tablet and set it apart from the competition? By finding the perfect song and singer to highlight the fact that it's "the entertainment tablet." CREDITS Associate Creative Directors: Mark Sikes, Will Elliot Copywriter: John Kovacevich Executive Creative Director: Christian Haas Producer: Sara Krider Director: Baker Smith Editor: Christjan Jordan Work produced at Goodby, Silverstein and Partners. http://jkovac.com/Sonic-Tiny-People-Big-Value http://jkovac.com/following/jkovac.com/Sonic-Tiny-People-Big-Value Mon, 01 Aug 2011 22:20:52 +0000 John Kovacevich - Creative Director 1807274 How do you launch new menu items and show the food without doing the typical food porn production? With simple, funny scenarios and a visual technique that highlight the “big value” (pun intended.) CREDITS ACD/Copywriter: John Kovacevich Art Director: Meaghan Oikawa Executive Creative Director: Margaret Johnson Producer: Hannah Murray Director: Zach Math Editor: Christjan Jordan Work produced at Goodby, Silverstein and Partners. http://jkovac.com/Luminox-Essential-Gear http://jkovac.com/following/jkovac.com/Luminox-Essential-Gear Mon, 01 Aug 2011 21:29:31 +0000 John Kovacevich - Creative Director 654361 How do you stand out in a crowded marketplace once competitors copy the technology that made you unique? By making it clear that your watch is not jewelry, but an essential piece of gear for work and play. The print campaign shows the watch in context with the other gear needed for a particular job or activity. A URL at the bottom of each ad drives traffic to the Web site where you can get the full story about the featured individual and the story behind each piece of his/her gear. <img src="http://payload.cargocollective.com/1/1/35023/654361/Luminox1.jpg" width="600" height="776" width_o="600" height_o="776" src_o="http://payload.cargocollective.com/1/1/35023/654361/Luminox1_o.jpg" data-mid="3051524" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/1/35023/654361/Luminox2.jpg" width="600" height="776" width_o="600" height_o="776" src_o="http://payload.cargocollective.com/1/1/35023/654361/Luminox2_o.jpg" data-mid="3051530" border="0" align="left"/> CREDITS Copywriter: John Kovacevich Art Director: Cris Logan Creative Director: Jeff Goodby Work produced at Goodby, Silverstein and Partners.