Motion design and production studio Royale recently completed the rebrand of E! Entertainment Television. The new look for E! puts a new, sophisticated spin on pop culture entertainment with the tagline, “Pop of Culture.” Working closely with E! in-house creatives, Royale brought its design, animation, production and post talents to help create a stylized editorial-driven package and sleek new logo for the network that wants to entertain and inspire the pop culture fan in all of us.nnCelebratory, inspirational, amusing and lighthearted, the rebrand promo visually encapsulates the idea that E! is something bigger than a brand — it’s a movement galvanized by an eclectic family of network personalities and stars. The sizzle promo rolls out on a sleek black-and-white palette with striking pops of color and graphics accentuating signature E! culture and talent including Joan Rivers, The Kardashians and many others. nnnTo view the sizzle reel and more online, click here.nn”Being a huge fan of E!, I understood how to help elevate the brand to the next level,” remarks Royale Partner/Creative Director Jayson Whitmore, who previously worked on the 2002 rebrand of E! “They wanted a radical change — not just an evolution — to celebrate pop culture and position their programming as a guilt-free pleasure. We nixed the klieg lights and lens flares and made it more about the network personalities rather than something entertainment-centric.”nnRoyale co-directed the shoot with production company Moving Parts, which was used for all aspects of the re-brand including web ads, promos, upfronts, and the general architecture of the network. Bringing a design-eye to the live-action production, Royale was heavily involved with pre-production and set design, and oversaw the greenscreen shoot. nnTo greater emphasize the network talent featured in the promos, Royale sought to capture real moments. To push this concept, they designed a minimal, stark set, and worked with E! to come up with simple props for the talent to interact with so they had something to focus on rather than posing.nn”This rebrand project was unique for us because it was primarily live-action and editorially-driven,” explains Royale Partner/Creative Director Brien Holman. “Our footage strove to capture genuine glimpses into their personalities, such as Joel McHale being his sarcastic witty self and the Kardashians laughing instead of posing. We provided E! with a toolkit of actions that could potentially mimic the mood of each show the talent represented.” nnA crucial part of the live-action portion of the job was framing shots for the architecture of the network, including endpages, network opens, and stings. Here, Royale designed five different patterns, such as hounds-tooth, curved lines, subway, dark and light stripes, that could seamlessly weave throughout the promos. nn”This project was very much a team effort and design by committee,” concludes Whitmore. “We worked really well with E! to evolve and develop the package all the way to the end to make it the best it could be. We really embraced the concept and loved working with the talent and the creatives at E!”nnClient: E! In-House Creative TeamnnProduction & Design Studio: RoyalenCo-Director: RoyalenCreative Directors: Jayson Whitmore & Brien HolmannExecutive Producer: Jen LuceronnCo-Director: Moving PartsnnAbout RoyalenPartners Brien Holman, Jayson Whitmore, and Jen Lucero launched Royale in 2007 with an uncompromising mission: be passionate about what you do, find inspiration anywhere, and create a fun, relaxed environment where clients and talent can thrive creatively. nnSpanning all aspects of concept creation to execution, Royale integrates award-winning production, design and animation to weave rich stories across all screens, channels and media landscapes. nnFor more info about Royale, please go to: www.weareroyale.com.
Michele Lu Kumar Priya PR 310.922.0464 Contact Michele via email
NYF Advertising Awards Open for Entries: Grey New York and New York Festivals Launch ‘No BS Allowed’ Campaign and Plant Seeds of Growth
The New York Festivals Advertising Awards is now officially open for entries for the 2025 competition. Grey New York has teamed up with New York Festivals Advertising Awards to unveil a bold new creative campaign, titled “No BS Allowed,” for the show’s 2025 awards season. The campaign serves as a call for entries, challenging the advertising industry to reject superficiality and focus on creating work that truly matters. The New York Festivals Advertising Awards, known for celebrating the world’s most innovative and impactful advertising, is taking a hard stance against the industry’s reliance on inflated metrics, fabricated buzz, and empty results. In this provocative campaign, these industry conventions are reimagined as something more tangible and valuable: fertilizer for growth. Thiago Cruz, Chief Creative Officer at Grey New York. “New York is famously known for not putting up with BS, so we’re ensuring our festival stands for that too. We’re looking for work that truly drives both cultural and business value for clients.” The campaign humorously relabels case studies' so-called "BS" with sharp accuracy, exposing the elements that undermine true creativity:
- Made-up tweets
- Inflated number of impressions
- Lots and lots of positive sentiment