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Nth Degree Creates Two Channel Launches In 1st Year

Final phase of Discovery package completed (June 08, 2005)

Having launched just under a year ago, Nth Degree has already made its message known in the form of various high profile projects including two channel launches. The message, under the aegis of Executive Producer David Edelstein and Creative Director Arlan Smith, is that powerful design is what elevates innovative strategic thinking to extraordinary branding.

"At Nth Degree, our mission is to help broadcasters strengthen and develop their brands, designing not just for decoration, but to deliver a message that demands attention," says Edelstein. "Nth Degree wasn't named to be cute or quirky but because that's the extreme we take style and storytelling to, a creed that applies not only to the work we produce, but to the way we produce it - going to the Nth Degree for our clients."

Representative of this commitment, Nth Degree recently completed the final phase of its ongoing collaboration for network Discovery International via Heller Communications. Known for original documentary-style programming, Discovery Networks International is now taking its reputation for compelling and quality programming into the lifestyle arena. The Discovery Lifestyle Networks feature three channels: Discovery Travel & Living, Discovery Real Time and Discovery Home & Health.

For the launch of Discovery Home & Health, Nth Degree used the creative architecture developed by Heller Communications to create a set of immersive environments that combined hand-illustrated elements, exotic papers, fabric, and live-action footage. The desired goal was to fashion a warm and inviting look that reinforced the aims of Discovery International to have visuals that would appeal to women without seeming patronizing or clichéd. At same time care was taken to not take the imagery and scenarios too seriously, so scenes that might seem stereotypically "female" are framed with a distinct sense of irony about them. The music, created by Mark Mothersbaugh of Mutato Muzika, further reinforced the warm and sometimes whimsical visuals.

Nth Degree created the package by starting with a set of illustrated elements and hi-resolution scans of textural items. These elements were then used to create dimensional environments in Adobe After Effects that were animated together with progressive scan Hi-Definition video of actors and models shot on greenscreen. Though the package was to be delivered in Standard Definition PAL video, the decision to use Hi-Def footage was made to allow for the ability to move the actors around in the dimensional environments with a much wider range of motion than would be possible with standard definition footage. The end result is that there is a sweep and scale to pieces that would not normally be possible utilizing standard techniques.

In Fall 2004, David Edelstein and Arlan Smith combined their collective award-winning experience in broadcast design and branding to create Nth Degree. Since its launch, Nth Degree has completed two network packages for Discovery, the BDA website, and worked with industry leaders like HBO, BET, WE, TRIO, and the History Channel.

With Edelstein serving as Executive Producer and Smith as Creative Director, specific creative teams are selected on a project-specific basis, with every project designed to provide clients with the full design palette - from complete image and brand development to exciting motion graphics for commercials, promos and main titles.

Nth Degree possesses the unique and successful combination of being a new, fresh face in the branding arena founded by experienced, award-winning creatives. As directed by Smith and Edelstein, Nth Degree has exceeded all expectations by drawing on their combined 35 years in the industry working for a myriad of broadcast clients like the CNN, Comedy Central, Food Network, the Sci-Fi Channel, and USA Network, as well as with numerous agencies, such as Grey, Saatchi & Saatchi and BBDO.

Recently, the company added Senior Designer/Editor Adam Bostic, Junior Designer Ruth Raveh, and Director of Business Development Tony Kadillak. They are currently working with show packaging, stunts, and promos for WE and LOGO.

For more information on Nth Degree, please visit the website at


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Related Keywords:Nth Degree, Discovery, David Edelstein, Arlan Smith, Discovery International, Discovery Networks, Heller Communications,, motion graphics,

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