To kick off another exciting season of HBO’s successful “Hard Knocks” franchise, the promo“>30-second spot“>http://www.2cmedia.com“>2C Media was called back to collaborate with the net on an intense, hard-hitting promo campaign. The creative production company, which had also done the award-winning promos for last season’s Miami Dolphins edition, was asked to help usher in the show’s return to Cincinnati. “Hard Knocks: Training Camp with the Cincinnati Bengals” debuts on HBO August 6 at 10PM Eastern/Pacific.nnThe idea behind the www.2cmedia.com“>the promo“>30-second spot“>http://www.2cmedia.com/hard-knocks-bengals“>30-second spot was to represent the intensity of NFL football through a powerful metaphor that aptly embodies the Bengals moniker.nn
nClick here to view the spot online. nn”We needed to strike a balance of capturing the sport’s pulse-pounding aggression while staying mindful of the League’s sensitivity and image,” explains Chris Sloan, co-president and executive creative director of the promo“>30-second spot“>http://www.2cmedia.com“>2C Media. “So, working closely with HBO’s David Roofthooft and Noah Lerner, 2C’s Ben Frank, Luis Martinez and Aaron Magee used mystery to build intensity in the spot, starting off with the sounds and tight frame shots of a restless wild animal before ultimately revealing a Bengal tiger and the team’s iconic helmet.” nnPacked with digital effects, the promo for “Hard Knocks: Training Camp with the Cincinnati Bengals” incorporates a creative mix of 3D modeling, camera projection and sound manipulation. 3D models were used to craft the spot’s initial close-up shots (tiger’s fur and tail) and football helmet, upon which the Bengals’ design was digitally morphed. Nearly everything else was done using photography manipulated to give it lifelike qualities. Ramping up the intensity, the promo‘s soundtrack features an eerie jungle feel and modified tiger sounds that create mystery around the creature coming into view.nn”Working with the good people of 2C media is always an amazing experience,” said Noah Lerner, HBO Senior Writer/Producer. “They consistently bring fresh ideas to the table and are always ready and willing to change those ideas if it improves the creative on the particular spot. Chris, Ben and Luis are top-notch partners in crime.” nnFor their work on last year’s “Hard Knocks: Training Camp with the Miami Dolphins” promo campaign, HBO and the promo“>30-second spot“>http://www.2cmedia.com“>2C Media earned Silver in the 2013 PromaxBDA Promotion, Marketing and Design Awards.nnCreditsnnHBO nCreative Director: David RoofthooftnSenior Writer/Producer: Noah LernernWriter/Producer: Patrick Cullertnnthe promo“>30-second spot“>http