BIRD Design, a strategic creative consultancy based in Hollywood, CA, and Buster, the motion graphics and animation division of the LA-based, award-winning, marketing and production agency Stun Creative, have collaborated to create a brand re-fresh on behalf of the multi-platform network, FEARnet, across all media. BIRD Design’s Peter King Robbins and Tabitha De La Torre made the announcement, in conjunction with Stun Creative Co-Presidents Brad Roth and Mark Feldstein.
Eric Shiu, FEARnet’s Head of Marketing, engaged BIRD Design for this project. He said, “We asked BIRD to ‘re-fresh’ the network in a sophisticated and nuanced way—avoiding the expected, while clearly communicating fear in all its forms: Horror, Thriller, and Suspense. Achieving this allows FEARnet to speak directly to its core audience in an authentic way, while extending its appeal to a broader audience, and by delivering the full value of the network.”
BIRD Design developed the initial strategic thinking behind the brand re-fresh, including the development of the new FEARnet logo design, typographical treatments, color studies, imagery, and a brand style guide. Based on FEARnet’s recommendation, and their excellent track record, Buster was selected to bring the vision to life, through the creation of 3D motion graphics and animation, comprising a full, on-air graphics package, along with a series of network promotional IDs.
Peter King Robbins, Chief Creative Officer at BIRD Design, said, “After receiving the briefing from FEARnet, and developing our initial strategy based on their business objectives, our work with the team at Buster went extremely well. Whether contributing to strategy, putting our ideas into motion, or working through the details of delivery within tight timeframes, Buster has been a fantastic partner.”
“The resulting rollout of this brand re-fresh for their video-on-demand network and online website has been very well received,” said Jonas Morganstein, Buster’s Executive Creative Director. “By starting with a clear strategy from BIRD, together we have been able to achieve a re-fresh that not only works well in motion, but also extends effortlessly to print and to other,
out-of-home media.”
“BIRD Design and Buster make an incredible team, by combining our natural strengths in strategy, art direction, motion graphics, print, and out-of- home media. We look forward to teaming up with them again on future branding campaign projects,” added Tabitha De La Torre, President of BIRD Design.
ADDITIONAL FEARNET CAMPAIGNS
In addition to working closely with BIRD on the brand re-fresh project cited above, Buster also created two on-air campaigns for FEARnet:
Buster produced an original FEARnet image spot, working closely with client Eric Shiu, FEARnet’s Head of Marketing. Buster’s challenge was to create an image spot that would broaden the appeal of FEARnet, so that it would now include thriller and suspense fans—expanding beyond the gore niche, while still keeping that as an element. Shiu asked the Buster team to “Convey the brand strategy that FEARnet ‘owns’ the emotion of fear, and thus establish the channel as the premiere destination for a viewer when he/she feels the need for a good scare.”
Morganstein adds, “Buster’s creative approach tapped into the visceral excitement of a viewer literally being ‘on the edge of their seat.’ The spot we produced features a weathered armchair as direct evidence that a viewer has been watching FEARnet. The front edge of the seat is worn, and the armrests are scratched and tattered. To drive the message home, we greet the viewer with a type card that says, ‘Welcome to the Edge of Your Seat.'”
Buster director Kurt Spenser sculpted this straightforward concept to a dramatic fever pitch. He notes, “The dramatic tension we depicted in this spot arises from this FEARnet viewer’s vivid imagination –being spurred to life by her viewing experience. Our imagery helps FEARnet fans visualize what it’s like to literally be ‘scared senseless,’ as we play off the network’s tagline, ‘Can You Face It?'”
Buster Design also created a launch spot for a new FEARnet online series, entitled “Fear Clinic,” starring Robert (“Freddy Krueger”) Englund. This 30-second spot was designed to promote this new show, which portrays a doctor who specializes in treating patients with severe phobias by sending them deep into their worst fears—through a hallucinogenic approach—in order to cure them.
ABOUT FEARNET
FEARnet, the world’s premier destination for horror, thriller and suspense, is a cutting-edge, multi-platform movie network available on demand, online, and on mobile, 24/7. Its unrivaled modern horror library unites Comcast (NASDAQ: CMCSA) (NASDAQ: CMCSK), the nation’s leader provider of cable, entertainment and communications products and services, along with Sony Pictures Television (SPT: US), and Lionsgate (NYSE: LGF), the two top studios producing and distributing entertainment of this genre.
FEARnet On Demand has generated over 365 MM views, is the # 1 rated Comcast Free Movie VOD network and the # 1 free HD network, and is also available on Comcast, Cox Communications, Verizon FiOS and AT&T (mobile.fearnet.com), Insight Communications, Bresnan and Guadalupe Valley Systems. The destination http://www.fearnet.com is the # 1 horror website.
PC Magazine recently named FEARnet.com among “The 15 Best Websites for Movie Fans.” Users can explore the world of the macabre on a visually arresting, video-rich environment, packed with movies, interactive community features, and fresh, original content.
ABOUT BIRD DESIGN:
Conceived in 1991 as a collaboration between Peter King Robbins and Tabitha De La Torre, BIRD is a full service, strategic design agency based in Hollywood, CA. Serving the entertainment and consumer products industries, BIRD delivers strategic thinking and the potent creative necessary to build powerful brands and market leadership. The company’s primary goal is to help clients transcend ingrained patterns, and to arrive at new, actionable insights that can be executed consistently and powerfully, across all media.
BIRD has a track record of delivering rebrands and strategic creative thinking to such high profile clients as E! Entertainment Television, OLN, Versus, FEARnet, Oxygen, G4, Focus Features, and many others. The winner of multiple awards in broadcast, design, and marketing, BIRD Design is located at 7039 Sunset Blvd., Hollywood, CA, 90028. The phone is 323/962-4908 and the website is www.birddesign.com.
ABOUT BUSTER
Buster is a division of the LA-based advertising agency Stun Creative, helmed by co-presidents Mark Feldstein and Brad Roth. Buster is a conceptual design studio, specializing in original animated content for the advertising and broadcast industries.
Led by Executive Creative Director Jonas Morganstein, Buster provides its clients with a one-stop solution, by developing and delivering dynamic ideas driven by innovative imagery that always tells a story. Buster specializes in design and animation for TV commercials, TV show opens, and network packages. For more info, please see www.busterdesign.tv.
