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
Who Needs Los Angeles? We Do.
One doesn't have to be a statistician to know that there are fewer commercials being shot in the U.S. today for the American market than ever before, and a dramatic decrease in L.A. in particular. In the last five years, as reported by FilmLA (the office tasked with issuing permits), L.A. commercial production has dipped 31 percent. But here’s the thing: This doesn’t mean that L.A. has lost its importance as the production center of the world. Production in L.A. is vital. It is the go-to. It’s where you can count on access to exemplary crews, a support infrastructure second to none, varied location and backlot options, a large population of on-screen talent and (fairly) predictable weather. The fact is, with overall decline and now the devastation of the fires, we’re on the brink of losing this mainstay resource. Without employment opportunities and now many without homes, talented and trained crew are bound to leave either the industry or the LA area for other opportunities, unless there are enough job opportunities to sustain a solid living. Now is the time when we ALL must support and bolster this community. Production is needed in L.A., now! Of course, advertising is a business, and marketers’ money should be spent as efficiently as possible, BUT we have to think beyond each production and know that if we lose the incredible resource of L.A. production as we know it, then marketers, agencies and the industry loses in the long run. Over the past several days, some agencies have issued directives to production companies that are unilaterally pushing upcoming production options out of L.A. The fact is L.A. is a large area, and many sections of the city and county are not directly impacted... Read More