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Attik Designs And Delivers Fox Sports' HD On-Air I.D.
Global creative agency ATTIK today detailed its role in designing and producing Fox Sports' new High-Definition on-air ID, which serves as a visual lead-in to each network HD broadcast. The :10 full-screen main title and :08 and :05 lower-third titles debuted during the network's NFL broadcasts on Sunday, Sept. 12.
ATTIK's global creative director Simon Needham oversaw the project, which also enlisted the talents at San Francisco- based post-production and visual effects boutique Ntropic for editorial and HD-finishing support.
Last year, Fox Sports made a major commitment to HD, promising up to six NFL game broadcasts in 720p HD each week throughout this year's regular season, as well as numerous specials, including Super Bowl XXXIX next February. The new ID will be prominently featured in these and other Fox Sports HD broadcasts.
"We asked ATTIK to create a visually arresting ID announcing Fox Sports' entry into HD broadcasting," explained Robert Gottlieb, Fox Sports' VP/creative director of on-air promotions. "The new piece aired at the beginning of our new season of NFL Football, a tremendous national audience, and was very well received by all at Fox Sports."
"This project signified an important development in sports programming: Fox Sports' official launch into delivering HD content to viewers across the U.S.," Needham began. "Our clients wanted something much more than a logo; they wanted a mark that would represent Fox's ultimate commitment to the HD format. Asked to create something matching the power and significance of the THX, Focus Films and DreamWorks marks which people immediately identify with the world's highest quality entertainment, our approach combined dramatic HD sports footage in a cinematic treatment that fully explores HD's dynamic resolution."
Continuing, Needham added, "This project was also very important for ATTIK; it gave us a chance to work with a client that is widely known for innovation in delivering quality sports content... on a project that symbolizes one of their most important programming pushes in years."
In addition to Robert Gottlieb and Fox Sports creative director Chris Donovan, Fox's team also included executive VP of marketing Eric Markgraf and executive producers Bill Battin and Paul Andraos.
ATTIK's project team also consisted of executive producer Patrick McFarlane, account director Amy Elkins, design director Stan Zienka, senior designer Patrick Corrigan, producer Rudy Hanks and VP of business development and marketing Lisa Cleff.
Ntropic's project team consisted of executive producer Dana Townsend, producer Heather Gibbons, editor Alaina Goetz and assistant editor Matt Tremaglio.
ATTIK is a global creative agency committed to designing extraordinary creative experiences that inspire consumers through compelling communications. ATTIK's strategic planning, design, advertising, production, client service and youth research expertise have driven success across an array of consumer product and service categories. ATTIK articulates corporate brand strategy, designs creative solutions and produces for every medium. For more information, please visit www.attik.com or call VP of business development and marketing Lisa Cleff at 415-989-6401.
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