Archives: Projects | Liebermania

University of Minnesota Foundation Gala

The University of Minnesota Foundation turned to Liebermania to help conceive and produce a gala Capital Campaign Celebration to thank the Foundation’s core donors for their generous contributions toward the Foundation’s $2B Capital Campaign. Serving as the event’s Creative Director, Tom Lieberman developed an overarching theme and executional strategy for this multi-faceted stage extravaganza. Liebermania and UMF staff then worked together to produce a monumental celebration that included live music, dance, distinguished speakers and generous doses of pomp & circumstance, along with interstitial video content and astounding video mapping of the venue’s interior architecture.

Susan G. Komen 3-Day

Chicago-based Event360, a pre-eminent producer of multi-day, logistic-intensive events, has produced events for the Susan G. Komen Foundation for many years, and their Komen 3-Day event was in need of a creative overhaul and fresh thinking. Event 360 turned to Tom Lieberman to provide a new perspective for the event’s Opening and Closing Ceremonies – both critical tone-setting opportunities for this emotional and cathartic journey of healing. Working with Komen and the Event360 team, Tom helped to reposition the Komen brand and event messaging, and to create traditions that will last for years and span generations. The video below, produced by Komen, captures the essence of this dynamic and meaningful experience.

Delfeayo Marsalis’ Uptown Music Theatre

Tom Lieberman has enjoyed many years of collaboration with NEA Jazz Legend Delfeayo Marsalis, helping him develop original musical theater productions for his New Orleans-based Uptown Music Theater. Drawing inspiration from folklore, history, literature, and the distinctive landmarks and cultural traditions of New Orleans, UMT uses the dramatic arts to expose children and adults to meaningful stories that touch their hearts and minds.

“Homer Handshake”

When the Minnesota Twins were designing their new open-air ballpark, the team wanted to create new family-friendly traditions for the next generation of Twins fans. The Homer Handshake is a giant scenic version of the original team logo that springs to life with light and pyrotechnics after every Twins’ home run. It is now a mainstay attraction of every Twins’ home game, and a tradition that will endure for generations.

“The Nose Knows”

General Mills turned to Tom Lieberman to develop a special 60-second holiday commercial using existing animation of its beloved equity character, the Pillsbury Doughboy. After mining the ENTIRE canon of Doughboy animation, Tom conceived and pitched, “The Nose Knows”. The spot premiered in a special General Mills-branded segment of the Macy’s Thanksgiving Day Parade telecast, and was an immediate hit, with Adweek Magazine naming it the “Best Retail Holiday Spot” of the season.

Dorsey & Whitney Centennial Commemoration

In anticipation of its centennial year, the international law firm of Dorsey & Whitney LLP turned to Liebermania to provide the strategic and conceptual development, as well as production management, for the entire breadth of the firm’s Centennial branding initiatives. Centennial projects included a comprehensive firm video history, a content-rich centennial website, commemorative merchandise, gala events, as well as multiple internal and external branding programs.

“Discovery Kids Weekends” & “Next Exit”

Tom Lieberman began his association with Discovery Networks as field producer on “Next Exit”, an interstitial series on their Discovery Kids’ programming block. The show was a virtual road trip where two young hosts introduced the audience to some of the most interesting, and truly bizarre roadside attractions across the United States. After two seasons, Next Exit evolved into “Discovery Kids Weekends,” a comprehensive wrap-around for all Discovery Kids weekend programming.

“Smart Glass”

Tom Lieberman teamed with long-time collaborator, director Ali Selim, to produce a package of TV spots for Coca-Cola. From the ridiculous to the sublime, this package included a broad range of concepts and imagery, from elaborate and stylish studio set-ups, to man-on-the-street interviews, and oddball situational humor. Coke had recently decentralized its advertising from a longtime single agency relationship and this package of spots was an integral part of their “new wave.”

“Sweet Land”

Writer and director Ali Selim invited long-time collaborator Tom Lieberman to help him develop his feature film debut, Sweet Land. The film, co-produced with featured player Alan Cumming, is rich with period detail set in multiple historical contexts, creating a considerable challenge for a low-budget independent film. Even so, Sweet Land received many honors, including the Film Independent Spirit Award for Best First Feature, and placement on the annual “Top 10” lists of numerous publications, including The Los Angeles Times, The Village Voice and Entertainment Weekly.

“The Evidence Of Hope”

Humdinger Pictures turned to Liebermania to help conceive, package, pitch and produce a far-reaching documentary that tells the stories of indigenous activists making significant improvements in their own communities on three continents. Tom Lieberman was instrumental in securing project funding from global relief organization Compassion International, and also served as field producer on shoots throughout Honduras and Sulawesi, Indonesia.