2C Creative's Ambitious, Design-Fueled Spot Breathes Humor into a History-Long Question
When selected to help Science Channel promote its week-long, fan-favorite “Are We Alone?” programming block, 2C Creative faced an interesting challenge: how to find a fresh, playful approach without discounting the science behind the search. Answer? The creative agency combined humor, 3D artistry and a punchy, fast-paced voiceover that has a little fun with the aliens. “Laugh it up, ET!” Watch the spot below or here: http://2c.tv/home/design/are-we-alone-week.
“Approaching this project, we wanted to embrace the unique voice the Science marketing team is developing for the channel… one that brings humor and fun to viewers while celebrating the advancements and discoveries that have us closer than ever to proving alien existence,” explained 2C Creative Director, Brian Eloe.
To accomplish what was a truly ambitious project in a short time period, 2C had to find the right kind of elements to tell the story. Eloe started by tapping writer/producer Jim McNulty to write a campy, swagger-filled script that set the tone for the primary 30-second spot. The concept was then brought to life under the design direction of Luis Martinez, who integrated a host of special effects in rigging and animating the spot’s 3D characters—an astronaut and two aliens, one of which was covered in fur. Visual techniques involved rigid body dynamics, fluid simulations, particle simulations and hair dynamics, and among the tools used were Cinema 4D, Turbulence FD, After Effects, Photoshop, Illustrator, Trapcode Particular, Optical Flares and Element 3D.
In the end, 2C delivered 30- and 15-second versions of the spot, as well as in-programming message, lower third tune-in and custom animated bug.
“2C did a phenomenal job reinventing one of our longest running programming stunts,” said Matt Laster, Science Channel’s Supervising Producer. “The concept was catchy and immediately our favorite, but what amazed us was the amount of design and detailed animation they produced under such a tight deadline. That would not have been possible with a less talented team. 2C was a real pleasure to work with.”
Science Channel’s “Are We Alone?” week airs March 2-6, 2015.
About Science Channel
Science Channel, a division of Discovery Communications, Inc, is home for the thought provocateur, the individual who is unafraid to ask the killer questions of "how" and "why not." The network is a playground for those with audacious intellects and features programming willing to go beyond imagination to explore the unknown. Guided by curiosity, Science Channel looks for innovation in mysterious new worlds as well as in its own backyard. Science Channel and the Science Channel HD simulcast reaches over 76 million U.S. households. The network also features high-traffic online and social media destinations, including ScienceChannel.com, facebook.com/Science Channel and twitter.com/ScienceChannel.
About 2C Creative
2C Creative is an award-winning creative agency and content production company. 2C’s content + creativity = award-winning promos, brand integrations, live-action shoots, design & original series for TV networks, studios and national advertisers. The company’s promotion and design clients include, among many others, such notable brands as NBC Olympics, HBO, SyFy, USA, FOX, NatGeo and Discovery, and original 2C series have aired on Travel Channel, Animal Planet, NatGeo, we TV and CMT. 2C’s passionate creative team comprises some of the nation’s top talent from film, television, advertising and design. For more information, please visit: www.2c.tv.
Video Credits
Science Channel
Supervising Producer Matt Laster
Marketing Project Manager Darci Dunnagan
Media Director Shellie Marshall
Senior Account Executive Stephanie Reedy
2C
Chief Creative Officer Chris Sloan
Creative Director Brian Eloe
Design Director Luis Martinez
3D Artist Dmitri Zavyazkin
Collaborators
Senior Writer/Producer Jim McNulty
Sound Design & Audio Mixer Cesar Haliwa
Contact:Kristien Brada-Thompson
Priority PR
310-954-1375 x2
Contact Kristien via email
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