Work
Rebrand
Client: History/A+E Networks
Studio: Joyride
THE GOAL.
Rebrand the History International Channel to reflect the interactive experience and position the channel to be home to best in infotainment. A space to make connections that elude the average viewer and make the H2 viewer the smartest guy in the room, with something to add to every subject thanks to their insight on every subject under the sun.
H2 is the place to find MORE 2 HISTORY. With this is the new position line, we needed to support that goal, and craft a brand image that made it feel like you can explore the content.
THE CHALLENGE.
There is huge equity in the History logo. Gold and chiseled, it is iconic – but decidedly not modern. We needed a way to position the network as a modern source of timeless stories. H2 gives a fresh perspective on History.
THE SOLUTION.
It all started with the logo. We paired the classic H with clean modern typography – balancing the old and new. By tilting the logos off angle and weaving them together in a way defies physics, we arrived at a solution that directly implies depth while subtly hinting that “there’s something unexpected here.”
The on air package was inspired by this philosophy. Interactive in design the package transports the viewer from one experience to another – always hinting that there is more to explore.
Exec Producer: Chris Gargani
Creative Director: Aaron King
Art Director: Steve Harper
Head of Prod: Katie Larkin
Lead Designers: Jiyeon Kim
Designers: Marcos Girado
Designer: Matt Naboshek
Lead Animator: Jun Sik Na
Lead Animator 2: Frankie Principe
Animator: Jordan Makow
Animator: Braden Wheeler
Animator: Michael Schaeffer
Animator: Quentin Bellow
Animator: AJ Kolb
Wednesday, February 22nd, 2012 at 4:29 pm
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
Rebrand
Client: Lifetime Television/A+E Networks
Studio: Joyride
THE GOAL.
Redesign the brand (and it’s logo) to focus only on the moniker LMN instead of the longer title, Lifetime Movie Network, while creating a seamless experience for the viewer across all programming and promotion. With a strong emphasis on a vertical promotion strategy, the promotions needed to drive viewers seamlessly from movie to movie without distracting from the dramatic content of the features.
Above all the system had to allow for modular elements that can easily be updated without custom elements do that the new network operations can handle the promotion of the channel with minimal effort.
THE CHALLENGE.
A movie channel at heart, the channel needed an image that fit within the A&E family as well as complimenting the main Lifetime channel, while still feeling cinematic – bold and romantic with a distinctly feminine attitude.
THE SOLUTION.
Through line was our conceptual platform that drove the design of custom typography for the logo design and package. Inspired by film traveling trough a projector, all the brand navigation elements emulate the twists and turns found in the plot lines of a Lifetime movie as promo messages animate from message to content and back again.
Exec Producer: Chris Gargani
Creative Director: Aaron King
Art Director: Steven Harper
Head of Production: Katie LarkinLead
Designer: Jiyeon KimDesigner: Nate Howe
Lead Animator: Danny Kamhaji
Animator: Frankie Principe
Animator 2: Ege Soyuer
Animator 3: Adam Levine
Animator 4: Gabriel Tick
Animator 5: Miguel Delcan
Animator 3: Gabriel Tick
Friday, January 20th, 2012 at 4:02 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
Main Title
Client: TLC
Studio: Joyride
Working in concert with the tattoo artists, we created custom graffiti art for each of the cast members that both reflect their personality and link them to the gritty, ink-stained streets of New York City. We directed, designed and edited the show open to follow Ami, the boss, as he returns to the city, collects his crew and leads them to the stoop of his shop. While this project wasn’t always easy, at least we didn’t have to adapt our designs for an elbow or a knee.
Director: Aaron King
Art Director: Steven Harper
Creative Director: Aaron King
Producer: Katie Larkin
Editor: David Gargani
Designer: Jiyeon Kim
Lead Animator: Frankie Principe
Lead Animator/Designer: Patrick Arrington
Animator: Junsik Na
Animator 2: Jeff Kordova
Sunday, December 11th, 2011 at 10:23 pm
Main Title Pitch
Client: HBO
The show creators wanted a concept for their title that played off Loretta Lynn’s version of “Have Mercy on Me”. Our approach hangs the show’s namesake, Ray, aloft by a sea of women pulling him in all directions. As they rip his clothes off, he is passed along on a wave of hands until he disappears into the hungry sea of women.
Designers Gleb Lobabshov and Ryan Duggan helped illustrate this concept with some clever compositing.
Friday, October 22nd, 2010 at 10:42 pm
On Air Branding Pitch
Client: HBO
Production Co: Digital Kitchen
We were tasked with developing a new system for HBO’s on air branding. Of course, it also had to be filmic and modular at the same time, so our solution was to adapt the film gate to cinematically frame footage and the HBO logo itself which was locked down into the same position in the middle of the frame. We also sought to make every element a small story telling opportunity. To that end we adapted the ratings cards to tease the card of content warnings with matching flashes of photography… Adult content? How about a flasher? Violence? How about a sucker punch?
The result ties into their online graphic system, creating a seamless branding experience as various elements naturally connect to each other by match cutting to the HBO logo.
This quicktime is a proof of concept to demonstrate how seamless the on air experience can become by laying down a few simple rules and sticking to them. If they had chosen this concept, we would have shot elements for each show to play off of the letterbox.
Sunday, June 27th, 2010 at 8:46 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
Anniversary Campaign
10th Anniversary, Book of Insights
Client: Citi
Agency: Womenk!nd
THE GOAL.
A collaboration with agency, Womenkind, we developed the brand materials to support the Anniversary campaign promoting Citi’s Women & Co.
Celebrate the success of Citi’s only division dedicated to wealth management for women, while giving the marketing team materials to illuminate the key benefits their service offers women, through all stages of their financial lives.
THE CHALLENGE.
Appeal to successful women in a way that positions Citi’s Women & Co. as a trusted invaluable resource to women of all walks of life looking for guidance managing their assets while fitting into the identity of a multinational corporate brand.
The members are accomplished women in their own right, so marketing to them required a balance between the authority of a major institution and a confidential conversation with a trusted mentor.
THE SOLUTION.
Leveraging the global expertise behind Citi, while providing a more intimate connection with the consumer, we built upon the trusted relationship with Women & Co. We crafted a brand statement and logo mark to highlight the key benefit: “10 Years of Wisdom, Wealth and Women” and this mark became the marquee element across all materials.
Women & Co is a forum for sharing insights both among the members and Citi. To bring that idea to life we used the corporate colors as a banner that weaves from person to person, and from one nugget of information to another. Additionally the red line also becomes a hand drawn element that brings to life the narrative within various documents – with a personal touch. In order to maximize authenticity we added membership dates to each photo in order to emphasize that each member has contributed to each other’s success of the over the last ten years.
THE PROCESS.
We felt that the women of Women & Co. should play a large role in the brand materials and so shot them as well as the Citi management team and wove the images together in a design that highlights the insight each has gleaned form their collaboration over the years. Instead of choosing traditional portrait shots, we emphasized the conversation amongst these women. The result created a forward momentum and the feel of an open conversation amongst all the marketing materials.
THE RESULT.
The result was a unified campaign that included a “Book of Insights” celebrating the first ten years of Women & Co as well as a marketing brochure that highlighted Citi’s history of “firsts” – including being the first major bank to cater to the distinct needs of women. The “Citi Firsts” brochure recently won Platinum at the 2010 MarCom Creative Awards.
Monday, April 26th, 2010 at 11:07 pm
Rebrand Pitch
Client: Disney Kids
Production Co: Loyal Kaspar
Working on rebranding Disney Kid Network, we wanted an approach that emulated the developmental stages that their audience was progressing through as growing 2-6 year olds. The differences at that age are drastic, so we developed a language that spoke to the shared experience of exploring their world through their imaginations. To that end Disney Kids is like a fort made of boxes where anything can happen. Kids can meet their favorite characters and go to the moon with them!
Saturday, April 24th, 2010 at 7:39 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
Main Title
Client: SciFi
Production Co: Pure
Tuesday, July 28th, 2009 at 2:20 am
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
Main Title
Client: Unclaimed Freight Productions
Production Co: Sally Kapsalis Inc./Curious Pictures
3D: Lee Mylks
Director Randy Miller needed a title sequence that intercut with his opening sequence of the pop-thriller, Nobel Son. We created a concept inspired by the artwork in the film but focused on highlighting the fractured relationships in the story. Torn photos of the actors fall through the air in a collage of different faces coming together and falling apart as a beautiful visual counterpoint to the graphic footage it’s intercut with.
Under an unbelievably tight budget and schedule we delivered the title in 2K film resolution. Kudos to Lee Mylks for some nice 3D work and more than a few sleepless nights!
Tuesday, April 28th, 2009 at 2:18 am
Main Title
Client: Showtime
Production Co: LK Productions
Director: Aaron King
Director of Photography: Eric Zimmerman
Editorial: Lee Gardner
For Showtime’s adaptation of Barbershop we created a title sequence that celebrates the Barbershop as the cultural hub of the community. Collaborating with a barber that specializes in creative haircuts, we shot the process in action within a real Harlem barbershop. The space was a virtual hall of mirrors which provided a shooting challenge that really helped create the filmic style that makes this piece stand out.
Friday, February 27th, 2009 at 8:20 pm
“Working Wealth” Brand Mneumonic
Client: Gardner Nelson
Production Co: Pure
Wednesday, January 28th, 2009 at 12:59 am
Brand Mnemonic
Client: The Martin Agency
Production Co: Pure
Tuesday, January 27th, 2009 at 3:04 am
Network ID Launch Campaign
Client: MTV2
Production: Pure
CG: Michael Wharton
BDA Gold WInner
This was the third installment of our series of ID’s for MTV2. Spoofing street culture, created a pair of blinged out “Biggie” birds vying for position as the biggest bird in the hood… or on the hood.
Tuesday, October 28th, 2008 at 2:19 am
Production Card
Client: Primrose Hill Productions
The ending title card for the production company for the CBS hit, “The Mentalist”.
Monday, October 27th, 2008 at 3:17 pm
