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Montgomery & Co. Wins Silver 2005 BDA Design Award

For Discovery Channel?s ''Pompeii: The Last Day'' on-air promo campaign (August 11, 2005)

Award-winning creative services studio Montgomery & Co. Creative won a Silver 2005 BDA Design award for the Discovery Channels "Pompeii: The Last Day," on-air promotional campaign. The epic drama, revolving around the last days of the ancient city, aired late January.

Awarded during Junes PROMAX/BDA convention, the BDA award honors and celebrates top design professionals involved in the creation of advertising, graphics and marketing materials for the television industry. Building upon a strong relationship, the Discovery Channel awarded Montgomery & Co. Creative the job of producing the very large promotional campaign. Between cinema trailers, TV promos & IDs, bumpers, logo, radio, web and satellite, MC produced from start to finish, over 100 spots in less than 90 days.

"Pompeii: The Last Day" brought to life the final tension-filled hours surrounding the eruption of mighty Mount Vesuvius in A.D.79. The two-hour special followed the fate of several citizens of that city, who awoke on August 24 in the year A.D.79 in the shadow of a mountain they did not know was also a simmering volcano.

A key concept of the campaign, was to evoke an emotional response from the viewer by bringing to life, the frozen-in-time ?castings, of Pompeiis citizens. To accomplish this, Montgomery & Co. produced a 35mm live-action shoot, filming actors in front of a green screen to capture the fear and despair felt as the epic volcano rained ash over the city. The successfulshoot brought a human element to the story, making it less about a history lesson and more about the raw emotions experienced during the moment of the tragedy.

MC then incorporated footage from the shoot, with show clippings and powerful graphics to highlight the dramatic and powerful element of the catastrophe, as well as the explosiveness of the volcano and its impact on Pompeii.

The successful promotional campaign contributed to "Pompeii: The Last Day," garnering a 3.1 household rating and ranking as the #1 primetime program on ad-supported cable with P25-54 (2.5). It posted triple-digit increases for the time period among households and key demos compared to the previous 12 weeks of programming.

?Due to MCs outstanding crew, the Pompeii shoot and on-air campaign was an incredibly enjoyable and successful endeavor, quoted Dan Bragg, Freelance Producer for the Discovery Channel.

MCs creative team includes owner/executive creative director George Montgomery, creative directors Blake Danforth and Gerald Seiner, Jr., designers Cory Shaw and John Robson, editors Janine Worrell and Shane McLafferty and producer Debbie Rankin.

Montgomery & Co. Creative is a creative studio and production company, now in its 10h year of operation, specializing in broadcast design, live action and motion graphics for film, television and advertising. Based in Culver City, CA, MC has over 20 designers, editors, writers, and producers working together to shape concepts into striking statements of image, story, sound, color, motion and typography. For more information please contact Nicole Arreola at: 310.558.4914 ext. 103, or visit .

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