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EyeballNYC Creates HBO "Not Enough Summer" Promo Package

(July 24, 2001)
EyeballNYC has created a promotional package announcing HBO Network's impressive line-up of blockbuster summer films. The package, "Not Enough Summer," highlights films like Gladiator, Chicken Run, The Patriot, and The Replacements. EyeballNYC designed a larger-than-life trailer. The project was delivered in stages between April and June.

"Our challenge to design a promo package for some of the biggest movies of the year was daunting," said EyeballNYC creative director Limore Shur. "The design, which creates a sense of mass and grand proportions, went through many iterations before it wound up as a metaphor for epic films. The design creates a sense of grand proportion, using detailed models that were intricately lit, to give the type projections greater mass and impact. Overall the simplicity of the package communicates the strength of the titles and the epic nature of these summer movies." 'We wanted the scale of the titles to appear huge, to take advantage of every inch of the TV screen, to convey the feeling that it had been created for the big screen. We wanted to fill he screen with light, shape and text," said EyeballNYC senior designer Susan Armstrong.

"To further drive home the concept, we utilized familiar film conventions to give the impression of immense scale," added Armstrong. "First we designed an infinite 3D space, through which abstracted shapes, with the appearance of deconstructed skyscrapers, move. Projected onto their surface, the film titles became the source of the intense blue rays of light that emanate from the titles straight towards the viewer."

Little details, like tiny lasers passing across the shapes, and enhanced depth of field, further develop the sense of space. "The forms move slowly, at a pace in keeping with their size, as if we are looking through a powerful zoom lens from miles away at a world of giant film titles," said Armstrong.

"For the 3D, we needed to create a really "BIG" feeling so we used a series of large abstract shapes as a backdrop, and combined that with projected volumetric lighting effects to create an overwhelming sense of depth and atmosphere. In doing so, it took on a slightly deconstructed look that relied heavily on deep shadows and strong complimentary colors," said EyeballNYC 3D designer Stuart Simms

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