Commercials & Promos
Promo Package
Client: ESPN
Studio: Joyride
ESPN wanted to create a “home court” venue for college basketball, where all of the teams come to compete under ESPN’s roof. To start, we designed a logo lock-up that incorporates the ESPN logo into the “O” of Home Court, which is featured on both the floorboards and the bottom of the jumbo-tron. This logo was then disseminated to the show packaging team to ensure consistency across the channel.
In order to promote every possible match-up in one venue, we created team banners that function as dynamic ensigns over the field of battle. Authentic lighting and details including dust in the air, fabric textures in the flags and a crowd alive with excitement all adds up to make the package a total slam-dunk. If you look really closely, you can even see our staff cheering on the sidelines!
To make the package versatile enough for versioning spots over the course of the season, we made match-ups in a modular fashion with team banners that can be swapped out to feature nightly match ups, projectors that beam highlights onto billowing screens and the jumbo-tron itself comes alive with animations featuring the night of the week and game line-ups. Multiple versions of these shots make for a highly editorial style, easy customization and help keep the ESPN brand ahead of the game.
Creative Director: Aaron King
Art Director: Steve Harper
Producer: Bennett Lieber
Head of Production: Katie Larkin
Designer: Jorge Peschiera
Designer: Adam Levine
Designer: Patrick Arrington
CG Artist: John Magabunda
CG Artist: Michael Schaeffer
CG Artist: AJ Kolb
Composite Artist: Ryan Gotilla
Composite Artist: AJ Kolb
Composite Artist: Rodrigo de la Parra
Composite Artist: Aras Darmawan
Roto: Anna Hieronymous
Music: Brian Aumueller
Sunday, January 22nd, 2012 at 10:40 pm
Promo Campaign
Client: ESPN
Studio: Joyride
ESPN was looking for a new way to dramatize the Open Championship golf tournament in its 140th year. They also wanted to celebrate and feature the notoriously difficult St. George’s course known for its blind spots, fickle seaside weather and one of the deepest bunkers in the game. Drawing on the lore of Saint George who was beatified for slaying a dragon, we decided to imbue the rolling green landscape of the course with an almost mythological power to turn the tournament into an epic battle between man and nature. Since dragon slaying and golf both involve hitting a big green thing with shiny metallic sticks, it just made sense. This is the directors cut with just a little more dragon built in.
Creative Director: Aaron King
Writer/Producer: Lauren Muir
Head of Production: Katie Larkin
Art Director: Steven Harper
Design: Earl Jenshus
VFX Artist: Paul Todaro
VFX Artist 2: Dom Amatore
Maya Artist: Lee Mylks
Compositing: John Stanch
Editor: David Gargani
Sunday, December 11th, 2011 at 10:36 pm
Mnemonic Pitch
Agency: McCann Erickson
Production Co: Spontaneous
The agency was looking to freshen up their look and create a system that could brand the franchise while providing a strong template for easy turnaround on the huge quantity of spots they produce. Our solution was to use the iconic shape of the franchise stores as the motif and place it in the rolling hills of farm country. Real food. Real fresh.
Thursday, June 24th, 2010 at 6:49 pm
Scented Fan Concept
Client: Draft/FCB
Production Co.: Pure
Glade was looking for ways to promote their plug in air freshener that comes equipped with a fan to circulate the air around rooms. We created a visual language centered on open windows and blowing fabric to bring to life the idea of a fresh breeze at home. Origami fabric flowers open up and blow away on the breeze evoke a laundry fresh vibe.
Saturday, October 24th, 2009 at 1:13 am
Branding Pitch
Client: Tennis Channel
Production Co: JXTwo
To generate the sense of anticipation and excitement leading up to the premiere of the US Open on the Tennis Channel, we created a giant tennis ball that spins over the city landmarks. Strobes of concert style lighting traces the edge of the ball, lighting the way through a sea of clouds as it goes until it rests over the Arthur Ashe Stadium in Queens.
Thursday, August 27th, 2009 at 5:09 pm
Commercial Campaign
Client: Beacoup Chappeau/Kobrand
Production Co: Pure
With the introduction of a new flavor, Alize needed to create an iconic campaign that drew on the brand equity in had established in its earlier print campaigns. So we created a story revolving around a woman out for a night on the town fueled by the blue drink in the iconic bottle. We worked with broadway choreographer Peter Gregus and live performers to work out the stylized movement to tell the story and then motion tracked the illustrated characters’ movement to match the live performance.
Wednesday, May 27th, 2009 at 8:08 pm
Season Launch Promo
Client: HBO
Production Co: Pure
In classic HBO style, they wanted to use “Fall Away” by the Fray to create an anthem spot for their winter launch. We designed a 3D puzzle that “falls” apart to the timing of the music – revealing pieces of text from the lyrics. This deceptively simple visual was a puzzle in production as well. Michael Wharton created a the gigantic 3D puzzle in Softimage and Bryan Keeling wove them together in After Effects to craft this seamless journey through HBO programming. The climax pulls pieces of video together for a brief moment creating the HBO logo out of the negative space.
Monday, April 28th, 2008 at 1:02 am
Hydroclear Brand Menumonic Concept
Client: McCann Erickson/Johnson & Johnson
The introduction of new porous “Hydroclear” technology in contact lenses needed a mnemonic design that would communicate the key benefit while portraying the product in a manner that is light and clean. Our solution was to use a classic water pour onto the lens and reveal how the lens lets the water pass through it creating a light mist. The whole scenario is placed over airy glimmers of light in circles of confusion that match the shape of the lens.
Wednesday, October 24th, 2007 at 1:17 am
Commercial Concept
“Fuel Efficiency”
Production Co: Pure
This concept for Audi was crafted to dramatize how long their new car can go without refueling. To that end we created a visual of the gas gauge that reflects the sun and moon changing while the needle barely moves. The final mnemonic uses the icon of the fuel gauge in a flash of sunrises and moonrises to form the iconic Audi rings.
Tuesday, October 23rd, 2007 at 5:42 pm
