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Perception Creates The Hook Up Show Open For ESPN

Incorporates elements of cel animation, 2D animation and still photography (August 06, 2004)

Looking to stretch their creative muscles and experiment with new visual styles, design/post boutique Perception ( incorporated elements of cel animation, 2D animation and still photography into a vibrant show open ESPN's new talk show The Hook Up (Friday's at 8pm on ESPN2).

"This is a brand new show, so there was no footage to look at before we started," says Jeremy Lasky, Perception's Design Director. "Because it has different guests each week it was essential that we not focus on any particular personality. It had to be more about branding the show with a distinct identity, but one that wasn't too specific. It was more about conveying an attitude and style.

The Hook Up is an innovative new talk show that features two distinct personalities from the worlds of sports and entertainment that 'hook up' and talk in an informal setting about their careers and their experiences. Because the show's setting and guests vary from week to week the open couldn't focus on any one city or personality.

Given those parameters, Perception chose to use those uncertainties as an opportunity to create something truly unique. They began the project by amassing hundreds of black and white images of various city settings, not just New York, but also shots of palm tree lined streets reminiscent of Los Angeles or Miami. Those images were assembled into a giant collage and used as the background for the animation and graphics. From there, Perception illustrated a series of faceless characters seen throughout the spot. Danny Gonzalez, Perception's Visual Effects Director, explained that they deliberately drew the illustrations in layers, with color on a separate sheet of paper, so that each layer could be scanned individually, thus providing Perception a greater amount of flexibility in the final look.

"The technique gives the piece a streaky, watercolor type feel with the colors bleeding into each other," says Gonzalez. "By having the characters animated in two stages first with a black and white outline, then with separate sheets for each color we were able to play with the colors so they were slightly offset from the black and white outline, giving the whole piece a slightly askew look as well an unusual sense of movement."

About Perception
Founded in 2002 by former R/GA creatives Jeremy Lasky (Design Director); Brendan Werner (Editorial Director); and Daniel Gonzalez (Effects Director), Perception's ( mission is to create world-class commercial visual art that challenges and changes the industry's idea of what can be accomplished on desktop machines. Collectively, Perception has worked on over 700 broadcast projects, garnering numerous top creative awards.

Powered by Apple computers, the company specializes in high-end motion graphics and visual effects for top advertising agencies, broadcast networks, and film studios. The work includes on-air design/promos, show opens, film title sequences, trailers, music video, corporate video and web design. Since its launch the company has completed assignments for HBO, Cinemax, ESPN, ESPN2, ESPN Classic, Miramax, McDonald's, Sony Music, TV Land/Nickelodeon, FUSE Channel, Ogilvy and Mather, Time Warner Cable, Dish Network, VOOM, Playboy Entertainment, Purina, Avrett Free Ginsberg, Showtime, Grey Healthcare, and The Constitution Center, Philadelphia, PA.

For more information visit

Toolkit: Adobe After Effects, Photoshop, Illustrator, Apple G4 workstations Final Cut Pro (with Cinewave RT Pro)

Creative Credits:
Client: ESPN
Project: Show Open The Hook Up

Design/Post: Perception, New York
Design Director: Jeremy Lasky
Visual Effects Director: Daniel Gonzalez
Editorial Director: Brendan Werner


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Related Keywords:Perception, The Hook Up Show, ESPN, cel animation, 2D animation, photography, Jeremy Lasky, Danny Gonzalez, Brendan Werner, Apple, Adobe, After Effects, Photoshop, Illustrator, G4 workstations, Final Cut Pro, Cinewave RT Pro,


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