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The Hollywood Reporter

The Geffen Contemporary at MOCA, Los Angeles

The Hollywood Reporter contracted with Paradigm Shift to turn the standard awards-show format on its ear and create an entirely new look, vibe and approach for the 2009 Key Art Awards...the only international competition honoring the individuals and agencies responsible for the design and creation of motion picture and home entertainment marketing materials.

Paradigm Shift answered the challenge by creating an ultra-chic cocktail party setting for the awards at The Geffen Contemporary Museum at MOCA in downtown Los Angeles, featuring genre-specific vignettes which focused on the wide variety of nominees in an entirely digital format...allowing guests to mix and mingle as they perused the nominees and their work.

After the bulk of the awards (64 in total) were announced digitally on Panasonic plasma screens throughout the venue, the ten live "Best in Show" awards were given out by top film industry executives as the 1,000 attendees cheered them on. The visionary award recipient, Director Sam Raimi, was honored for his body of work including his success with SPIDERMAN.

Following the awards, the venue transformed into a full-blown celebration featuring live performances by DJ Solomon and Chris Clouse, that left guests dancing well into the night.

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