Gentleman Scholar Misfits Right In with Fallon and The Cosmopolitan of Las Vegas

Teaming up with Fallon, Gentleman Scholar tackled the full spectrum of production and post on a pair of strut-your-stuff TV spots for The Cosmopolitan of Las Vegas. Misfit and Wild Card fuse style, energy and a sophisticated edge with a collision of bold imagery and inventive typography.

Click here to view “The Wild Card”

Intrigued by Gentleman Scholar’s history of creating highly original, expressive typography, Fallon initially approached the studio to design fast, energetic titles for their initial proof of concept – eventually tapping Gentleman Scholar to execute the full campaign from production through post. Gentleman Scholar worked closely with the agency to calibrate a balance of bold live-action imagery and type that gave voice to the brand through a combination of fashionista daring and upscale extravagance, epitomized by Fallon’s brilliantly iconoclastic copywriting: “Misfit right in,” “Straight is twisted,” “Less is bore,” among many others.

“Fallon came to us looking for something different,” explains Gentleman Scholar Director and CD Will Johnson. “They wanted something really raw and in your face, but without the raunchy, gaudy, over-the-top themes that dominate Las Vegas casino advertising. It takes a lot of work to find that sort of balance when you’re handling both production and post. Fortunately, Fallon brings so much to the table creatively, from the quality of the copy to their rich ideas for footage, that the creative process sings right along. It was the ideal collaboration.”

The variety and expressiveness of the fonts, working in tandem with Gentleman Scholar’s impeccably produced live footage, makes a perfect showcase for the team’s exceptional design capabilities and overall aesthetic. “We used a combination of handcrafted fonts and modified, textured versions of favored fonts to complement the footage with just the right strokes of crazy, raw energy,” notes Gentleman Scholar Art Director John-Patrick Rooney. “All of the typography had to be very intricate in design, placement and timing.”

So pleased was The Cosmopolitan with these initial spots that the resort asked Fallon to expand them into a print and digital campaign, which will launch simultaneously with the TV work.



Client: The Cosmopolitan of Las Vegas
Spot: Misfit, Wild Card
Air Date: July 20, 2013

Agency: Fallon
Chief Marketing Officer: John King
Chief Creative Officer: Jeff Kling
Creative Director: Myles Allpress
Creative Director: Simon Roseblade
Producer: Angie Schoemer
Head of Production: Brendan Lawrence
Group Account Director: Beth Freedman
Account Supervisor: Jordan Rossman
Chief Production Officer: Charles Wolford

Production Company: Gentleman Scholar
Directors: Will Johnson, Will Campbell
Executive Producer: Lindsay Bodanza
Head of Production: Rachel Kaminek
Director of Photography: Omer Ganai
2nd Unit DP: John-Patrick Rooney
Line Producer: Richard Kaylor
Stylist: Britt Bardo
Production Designer: Annie Sperling

Post Production: Gentleman Scholar
CD’s: Will Johnson & Will Campbell
Executive Producer: Lindsay Bodanza
Head of Production: Rachel Kaminek
Art Director: John-Patrick Rooney
Flame Artist: Stefan Smith
Producer: Christina Roldan

Editorial Company: The Whitehouse
Editor: Adam Robinson
Assistant Editor: Josh Hayes

About Gentleman Scholar:

Gentleman Scholar is a group of solution-driven artists situated at the intersection of story, style and technology. Wielding extensive experience in strategy, live-action production, animation, digital and print, we help the world’s leading agencies and brands tell their stories.