Company Goal:
Pinewood Atlanta Studios came to Clarity for a total rebrand to Trilith Studios… then COVID struck and all production was halted
Clarity's Challenge:
Rebrand a major studio in the middle of a pandemic, positioning it as a leader and educator on bringing production back safely.
About
Pinewood Atlanta Studios (now Trilith Studios) is world famous for its long legacy of churning out blockbuster hits through collaborations with the likes of Disney, Marvel, Sony and Warner Bros. In 2019, the company was poised for not just a rebrand but a reimagining, branding the company to Trilith Studios and reinventing the company as not just a production studio but a new live/work model encompassing a fully integrated production armed with its own IP as well as a walkable residential community for a new generation of creatives, entrepreneurs and storytellers – not something that had been done at this scale.
With a timing of June 2020 to unveil the new brand, Clarity began placing a series of agenda-setting features in industry trades and business, tech and real estate media introducing this new expansive live/work studio environment for creatives, while retaining the Studio’s impressive stature as a movie-making hub rivaling the biggest in the world.
Then, with the onset of COVID-19 in March 2020, production is halted across the industry and Trilith faced both a need to align on best practices and protocols to restart filming, without losing momentum of the business while the rebrand was pushed off.
Clarity responded quickly, aggressively promoting CEO, Frank Patterson as an authority on the effects of the pandemic on production, pointing to the studio’s own stringent COVID protocols as a gold standard for the industry, announcing state of the art testing protocols and plans to reopen and restart movie and TV production, cementing their position as an industry leader and giving them tremendous visibility and credibility ahead of the delayed rebrand, which took place in October 2020.
Result
- An increase of 243% in branded search volume in October 2020 at the news of the name change
- 100% positive social media mentions for the Trilith rebrand
- 69 stories in bullseye media targets, with 99% including full message pull through
Selected Press
The strange story of the Southern town that Hollywood insiders are building from scratch
Trilith is a 235-acre town built within a massive film and TV production facility just outside of Atlanta.
Trilith’s Frank Patterson on Studio Transformation and Pandemic Filming
The president and CEO opens up about the most challenging aspect of COVID-era production, the studio’s biggest concerns and whether he’ll mandate vaccines.
Pinewood Atlanta Studios, Home to ‘Avengers: Endgame,’ Rebrands as Trilith Studios
Pinewood Atlanta Studios, production home for Marvel’s “Avengers: Endgame” and “Avengers: Infinity War,” is rebranding itself as Trilith Studios as part of a 935-acre …
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