NuContext Creative Takes on Rockhard Directorial Roster For TV Promos/Branded Content; Completes “Big Freedia: Queen Of Bounce” Season 2 Campaign


Last Updated: May 22, 2014 9:56 pm GMT
(Hollywood & New York--May 22, 2014) Led by Company Founder/Executive Creative Director Angela Guice, NuContext Creative has taken on the Rockhard Directorial roster for representation in television promos and branded content. Together, NuContext and Rockhard Director Robert Hales have just completed the Season 2 launch campaign for “Big Freedia: Queen of Bounce,” Fuse’s number one original series of all time.

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“This is NuContext's first project since partnering with Rockhard, representing the company’s Directors in the promo and branded content arena,” explains NuContext’s Angela Guice. “Rockhard has one of the most respected Directorial rosters in the music video industry. As television promotion gets more and more sophisticated and brand strategic, we were inspired to join forces and bring their talents to the attention of our loyal clients, as well as new clients that we have yet to collaborate with.”

As a premiere project of the NuContext-Rockhard partnership, the “Big Freedia: Queen of Bounce” promo campaign for the launch of Season 2 found Fuse asking NuContext to develop a concept that would “capture the larger than life personality of Freedia, and also reflect the character and influence of the city of New Orleans which serves as the prominent backdrop for the series,” details Guice. “In addition to producing the on-air campaign, Fuse also tasked us with producing the key art photography day with world class A-list photographer, Art Streiber.”

The NuContext team worked closely with Fuse’s team and Director, Robert Hales to develop a concept that would put Freedia and the cast of characters from the show in a typical, but very Freedia, New Orleans "Second Line." “Robert and I really wanted to capture the REAL New Orleans, and steer clear of the Disneyland version of New Orleans like the French Quarter,” outlines Guice. “It was important to all of those involved, including Freedia, that we shoot in a real New Orleans neighborhood so we decided on the Tremé.”

“Robert wanted the piece to be very cinematic and bold,” adds DP Todd Banhazl. “We wanted to capture the textures of New Orleans; the passion and energy of Big Freedia and her crew. We used old Kowa Anamorphic lenses and used big lights to make Freedia pop like the star she is against the rich overcast New Orleans streets.”

Hales worked with Freedia on developing the look of the costumes, which were made by Freedia's Uncle Percy (who makes all her costumes for her shows) and Hales’s own costume designer of choice. They shot still photos with Art Streiber on the 1st Day, and then live-action on the 2nd Day. Post-production was all handled in Los Angeles at the NuContext Creative studio.

Nicole Acacio, Executive Producer for Rockhard concludes: “I am thrilled with the idea of working in tandem with NuContext. They are a perfect partner for this venture with our Directors at Rockhard. It is a new arena of work for our Directors. Two like-minded companies coming together can only produce one great outcome."

Client: Fuse

Agency/Production Company: NuContext
Executive Creative Director: Angela Guice
Director: Robert Hales
Photographer: Art Streiber
Line Producer: Jessie Marcus
Writer/Producer: Delara Adams
Editor: Chad Peiken
Sound Mixer: Dan Montes
Color Correction:Prehistoric Digital / Kevin Cannon

Fuse: Big Freedia Season 2 Launch from NuContext Creative on Vimeo.

About NuContext Creative: Launched by noted Producer Angela Guice in Hollywood in 2006, NuContext Creative, the winner of numerous entertainment and broadcasting industry awards and honors, specializes in the conception, production, and post-production of advertising and promotional campaigns; including live-action shoots, promos, commercials, branded entertainment content, and upfront presentations for television networks, programs, and telefilms, theatrical film and home entertainment releases, and multi-media corporations and their products.

In New Year 2014, NuContext expanded by opening an office in New York, and welcomed long-time, on-air television promotion Executive Desiree Tobin as Vice President Production, East Coast. The company also acquired Trigger Happy, and launched a new digital and print division under the management of NuContext’s VP of Digital & Design, Mikael Tyrsen. The new division’s capabilities include: print, mobile, apps, games, prototyping, web, and social including strategy and viral applications.

NuContext recently completed promotional marketing campaigns on behalf of clients including NBC/Universal, USA Network, AMC, Disney Channel, WEtv, SundanceTV, BET and Fuse networks, as well as major motion pictures from Paramount, Warner Brothers, FOX, Sony, The Weinstein Company, DreamWorks, and Walt Disney Studios.

NuContext counts among its clients major cable television networks and entertainment companies including Sony, NBC/Universal, AMC Networks, USA Network, Sundance Channel, The Disney Channel, Fuse, Universal HD, Chiller, IFC, Cloo, and many others. For more information, please see


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