Propaganda Division
RED Digital Cinema
Brand Engineering & Ecosystem
2012 - 2017
Brand Designer
Visual Identity, Concepts, Production Art, Books & Guides, Packaging, Digital & Print Production, Press Checks, Materials R&D, Events & Retail, Brand Films, Apparel
Strategist
Marketing Strategy, Competitor Analysis, Brand Partnerships, Retail Strategy, 360 Campaigns
Overview
RED was founded under the guiding mission of developing a digital camera system that could be a worthy successor to 35mm film. Originally conceived by Oakley Sunglasses founder Jim Jannard in 1999, RED’s first camera - the RED ONE - hit the market in 2006 as the first ever 4K RAW cinema camera during a time when anything over
History
RED was founded under the guiding mission of developing a digital camera system that could be a worthy successor to 35mm film. Originally conceived by Oakley Sunglasses founder Jim Jannard in 1999, RED’s first camera - the RED ONE - hit the market in 2006 as the first ever 4K RAW cinema camera during a time when anything over
Packaging & Production Art
RED was founded under the guiding mission of developing a digital camera system that could be a worthy successor to 35mm film. Originally conceived by Oakley Sunglasses founder Jim Jannard in 1999, RED’s first camera - the RED ONE - hit the market in 2006 as the first ever 4K RAW cinema camera during a time when anything over
Creative Director & Chief Design Officer: Matthew Tremblay
Books & Guides
RED was founded under the guiding mission of developing a digital camera system that could be a worthy successor to 35mm film. Originally conceived by Oakley Sunglasses founder Jim Jannard in 1999, RED’s first camera - the RED ONE - hit the market in 2006 as the first ever 4K RAW cinema camera during a time when anything over
Survival Guide
2013
Product Guide & Catalogue
6.25” x 8.25”, 72 pages, perfect-bound, soft-touch cover.
Designer, Copywriter, Editor, Print Production
An introductory guide to shooting on and configuring RED cameras. The book was initially produced as a tool for RED's account managers and brand ambassadors, but was later released and provided for customers new to the RED eocosystem.
RED Twenty Fourteen
2014
Brand Book
9” x 9”, 144 pages, 4-color offset, perfect-bound, custom “dragon” texture cover, foil-fill title, and print treatments throughout.
Art Direction, Design, Edit, Print Production
Creative Director: Justin Lascelle
Brand and editorial coffee-table book designed for RED Digital Cinema to recap the 2014 year. As RED's first brand book, part of the strategy was to showcase the camera's stills capabilities in print.
Cover design and stock matches RED’s premiere line of product packaging.
Rules of Engagement
2015
Cinematography Textbook
6.75” x 9”, 220 pages, saddle-stitched, hard-bound
with custom film slate dry-erase cover.
Designer, Editor, Print Production
Art Direction: Justin Lascelle
Photography: Cleigh Reed, Jay Teegardin
Author: Sean McHugh
Textbook authored by Sean McHugh of RED Digital cinema, covering principles and best practices for digital cinematography and photography. Features 220 pages of articles and shooting advice, and more than 200 contextual images and diagrams.
Limited Run - No longer available for purchase.
RED Handbook (Unpublished Concept)
2016
Employee introduction guide inspired by vintage military onboarding manuals and field survival guides.
Brand Films
RED was founded under the guiding mission of developing a digital camera system that could be a worthy successor to 35mm film. Originally conceived by Oakley Sunglasses founder Jim Jannard in 1999, RED’s first camera - the RED ONE - hit the market in 2006 as the first ever 4K RAW cinema camera during a time when anything over
The RED Collective
2013 - 2018
Profile Series
Director, Producer, Strategy
An introductory guide to shooting on and configuring RED cameras. The book was initially produced as a tool for RED's account managers and brand ambassadors, but was later released and provided for customers new to the RED eocosystem.
View Series
The RED Collective wasnt the only video efforts. My team also led a Behidn-the-scenes series that dives into major productions shot on RED, as well as technology series that breaks down cinematography, camera builds, and post-productuon best prasctices.
Partnerships & Competitions
RED was founded under the guiding mission of developing a digital camera system that could be a worthy successor to 35mm film. Originally conceived by Oakley Sunglasses founder Jim Jannard in 1999, RED’s first camera - the RED ONE - hit the market in 2006 as the first ever 4K RAW cinema camera during a time when anything over
REDirect: Skate
2014
Film Competition Skate Deck Awards
Design (4 of 10)
An introductory guide to shooting on and configuring RED cameras. The book was initially produced as a tool for RED's account managers and brand ambassadors, but was later released and provided for customers new to the RED eocosystem.
REDirect: Surf
2015
Film Competition Invitation
Design
An introductory guide to shooting on and configuring RED cameras. The book was initially produced as a tool for RED's account managers and brand ambassadors, but was later released and provided for customers new to the RED eocosystem.
Event Signage
RED was founded under the guiding mission of developing a digital camera system that could be a worthy successor to 35mm film. Originally conceived by Oakley Sunglasses founder Jim Jannard in 1999, RED’s first camera - the RED ONE - hit the market in 2006 as the first ever 4K RAW cinema camera during a time when anything over
Signage
2014
NAB Convention (National Broadcasters Association)
Design & Production
An introductory guide to shooting on and configuring RED cameras. The book was initially produced as a tool for RED's account managers and brand ambassadors, but was later released and provided for customers new to the RED eocosystem.
Apparel & Shwag
RED was founded under the guiding mission of developing a digital camera system that could be a worthy successor to 35mm film. Originally conceived by Oakley Sunglasses founder Jim Jannard in 1999, RED’s first camera - the RED ONE - hit the market in 2006 as the first ever 4K RAW cinema camera during a time when anything over
Signage
2014
NAB Convention (National Broadcasters Association)
Design & Production
An introductory guide to shooting on and configuring RED cameras. The book was initially produced as a tool for RED's account managers and brand ambassadors, but was later released and provided for customers new to the RED eocosystem.