Fox Broadcasting and design-driven production company thenewBlank paired on the dynamic branding campaign for the 10th anniversary season of the hit competition show “So You Think You Can Dance.” The expansive promotional campaign captures the power and beauty of dance, and features All Star dancers from the beloved series. The signature branding appears across all media from television broadcast to social media channels. Step in here.nnDance is the art of motion so working from a foundation of still images might seem counterintuitive. Yet for thenewBlank, a company that thrives on creative challenges, the action shots of SYTYCD All Stars provided a center point of balance from which to develop the striking and original look for the iconic show branding and promotion. Utilizing a combination of rotoscoping, hand painting, and CG, thenewBlank created an appearance of overcranked movement to the still photographs so they appear to jump, pivot and twirl across the screen with fierce intensity. A vibrant powder treatment, reminiscent of the Indian Holi festival, punctuates the action and is a visual metaphor for new beginnings. nnThis is the second “So You Think You Can Dance” collaboration between Fox and thenewblank, which also crafted successful campaigns for the Fox properties “Fringe” and “Bones.”nn
nn”thenewBlank is my go-to team for great creative, and we’ve developed a shorthand that comes with an ongoing collaboration,” says Fox Broadcasting VP, Broadcast Design Justin Owens. “With any show, the challenge is to evolve the promotion year-to-year while staying rooted in what makes the program unique. This re-brand is a prime example of all elements coming together perfectly.”nn”It’s very rewarding to collaborate with the team from Fox Broadcasting because they are truly design savvy, welcome new approaches, and share our passion for the process,” comments thenewBlank Executive Creative Director Bobby Hougham. “This year’s campaign was a total departure from the last, and we are excited to have helped contribute to the visual lexicon of the 10th anniversary season.”nnCredits nClient: Fox BroadcastingnSVP Broadcast Design: Tom MorrisseynVP, Broadcast Design: Justin OwensnArt Director, Broadcast Design: Emily Reed nnProduction/Design Company: thenewBlanknExec Creative Director: Bobby HoughamnExec. Creative Director: Sevrin Daniels nExecutive Producer: Kelly GreennProject Manager: Christina Gonzalez nStyleframes: Eric Edwards, Alan Llave, Lena Lee, Yinzi Xiong, Tommy Hutcherson, Lindsay Daniels & Vincent DiganCreative Director/CG Lead: Eric EdwardsnDesign/Animators/Compositors: Eric Edwards, Yinzi Xiong, Lena Lee, Tommy Hutcherson, Alan LlavennPhotographer: Chris CuffaronnthenewBlank specializes in conceptual design, transforming visual stories from the mythical napkin sketch to beautifully finished pictures for everything from television commercials and feature film title sequences to interactive projects, large scale environmental displays, and emerging interactive medias. The company was founded seven years ago by Executive Creative Directors Bobby Hougham and Sevrin Daniels who united after working at many of the top design studios in the country. A deep dedication to a culture of collaboration, both within the studio and with clients, has produced engaging projects for such high-profile clients include HBO, Audi, AT&T, and Nike, among others. To find out more about thenewBlank please visit www.thenewBlank.com.
Jessie Nagel @ Hype 310.839.9834 x102 Contact Jessie via email www.hypeworld.com
Liz Charky Directs a Playful and Reflective Video For Henry Hall’s “Tiny Door”
Directed by Liz Charky, the music video for Henry Hall’s ‘Tiny Door’ is a playful and profound exploration of the song’s intriguing perspective on love. Silly moments and serious heartbreak are skillfully weaved together in a series of cheeky, dreamy, profound, and sometimes psychedelic scenes. “I am a huge fan of love songs that have an unusual, hyper-specific perspective on love,” says Hall. “That’s what I wanted to do with ‘Tiny Door.’ It’s about loving someone unconditionally while recognizing that love is something that isn’t always straightforward — I think that’s something we all attempt to come to terms with in our lives. I thought it was a unique yet universal detail about love and therefore an intriguing subject matter for a song. Even though the song is a ballad at its core, it still has a lighthearted sense of humor to it — that’s really portrayed well by Liz, and Ellin Aldana, our cinematographer.” Charky explains, “When I first listened to the song, I felt it was a love song full of longing with a kind of wishful melancholy. As I spoke with Henry about his intention behind the lyrics and sound, I was assured that I'd need to explore heartbreak in a nuanced way – with a degree of levity and playfulness. For me, falling in and out of love runs the full course of human expression. Love and heartbreak can be so emotionally intense and sometimes lonely, other times quite goofy or liberating. In developing the concept, I focused on both the literal and figurative ways that falling in and out of love might look like. So, you see Henry and co-star Franny Arnautou falling, flying, dancing, raging, winking, smiling, and... Read More