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The Impact Of 12-12-12

In the months since Hurricane Sandy, Robin Hood has allocated over $70 million in grants to nearly 400 different groups which includes 100% of the donations from the historic "12-12-12" Concert for Sandy Relief. Learn more at Image courtesy of Juniper Jones.

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In the weeks prior to 12-12-12, in the Brooklyn-based studio of creative force Juniper Jones, the discussions about promotions for the forthcoming concert event ramped up extremely quickly. In meetings between company founder and creative director Kevin Robinson and executive producer Susie Shuttleworth with executives from AMC Networks and Digital Arts, all the heartfelt sentiments and grand ambitions behind the initiative met with the reality of creating the cinematic content and materials that needed to be created "yesterday" to allow all the partners to begin promoting it. "First, we developed the creative concept to drive the spot," Robinson explained, referencing the content shown above, which is just one of over 1,000 custom versions created and delivered by Juniper Jones. "We then put together a fantastic team of designers, compositors, and editors to see this vision through. The team worked tirelessly with overnight shifts in order to deliver multiple versions of the finished job in time. It was a challenging, yet rewarding back and forth, and ultimately an honor to work on a project that would give aid to our neighbors and communities."