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CA SQUARE BRINGS VH1'S NEW FALL ON-AIR LOOK TO LIFE
Andy Warhol's influence felt in new broadcast package
(November 10, 2005)
Turning a mirror on pop culture VH1 will roll out a new on-air environment in the coming weeks unlike anything in its past. Working in close collaboration with the team at VH1, New Yorks CA Square (www.ca-square.com
) developed the strategic design solution that takes its cues from the work of Andy Warhol, a pioneer of the 1960s Pop art movement. While some elements have already begun to air, components of the look will roll out throughout November. The innovative photography-driven design package will continue to evolve throughout the year.
?With a nod to Warhols enormously influential photography, the VH1 package captures the faces, surroundings and raw emotion of todays pop culture icons, said Phil Debourgo, VH1 Vice President, Brand and Creative. ?Through photography the package captures this culture in all of its glory. Its irony, its contradiction and its excess are all interwoven in a point of view that is uniquely VH1. VH1 bears tireless witness to the famous and the famously ordinary alike
?It was important that the package have a warm, personal feel that highlights the intimate relationship viewers have with todays pop culture icons, explained Carlos Ferreyros, CA Square Creative Director. ?Using still photography can be quite tricky. When you slow things down to the extent we have you have very little room for error?the photographs, sound design and copywriting all have to be on target. If the concept can be distilled down to a single theme its about letting these moments spark the imagination of the viewer.
In all, VH1 has embarked on an interesting experiment, bringing in yet another medium into the flow of a sucessful brand. For the creatives it posed a unique challenge, serving pop culture without being trendy. The CA Square team proposed a multi-pronged solution; first they developed a more mature color palette for the graphic elements, then the photographic elements were carefully chosen to relate to the upcoming programming in a clever way.
?This was a challenging project from the start but one of the factors that made it unique was the level of client involvement, notes Kelley McDermontt, CA Square Producer. ?We were inseparable for the duration of the project. Every step of the way we shared in the evolution of the concept.
In addition to idents and promo toolkits, CA Square also designed a family of nineteen customized VH1 logos reflecting the pop culture theme and a series of animated bugs to be used throughout the programming. The studio simultaneously created a package for VH1s ?Celebreality promo block. Based on a kaleidoscope of imagery, the package is the first to build on the new design framework.
About CA Square:
Located in New York Citys SoHo neighborhood, CA Square is a design and animation company that focuses on creating compelling and entertaining media experiences. CA Square provides strategic, creative and design solutions to some of the world's most successful media and entertainment companies including Disney, Fox, VH1, IFC, Canadian Broadcasting Corporation, TV Catalunya and Telemundo. Commercial clients that have tapped the studio include: AMG Mercedes Benz, Garnier Fructis, Hotels.com, AT&T and Lego. The Companys professional background is a synthesis of broadcast, print and interactive design. Credits:
Client: VH1 (New York, NY) VP, Brand and Creative: Phil Delbourgo
On-Air Design Director: Amanda Havey
Executive Producer: Dave Perry
Design and Production Company: CA Square (New York, NY) Executive Creative Director: Carlos Ferreyros Senior Art Director: Alejandro Melguizo Photographer: Alexandria Gershman Designer: Ryan Dunn Aniimator(s): Brian Spector, Molly Schwartz
Producer(s): Kelley McDermott, Nina Goldberg
broadcast design, animation, ca square, vh1, motion graphics,
Source:Digital Media Online.
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