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Plus et Plus Creates Stylish Show Package For VH1Completes design and production for new series Next Stop Hip Hop (December 13, 2004)
Plus et Plus, the New York-based creative services firm has recently completed design and production on a show package for VH1s newest series Next Stop Hip Hop. The show is scheduled to air in early 2005.
Plus et Plus was asked to create a design that reflected the notion of travel with a hip hop perspective. The design also had to illustrate a sense of discovery while avoiding overused clichés. The Plus et Plus team collaborated with VH1 Creative Director, Jim Fitzgerald and VH1 Producer, Dave Perry, while developing their solution for the package.
?Jeremy and I have worked together a number of times in the past and the creative process has always been very smooth, notes Fitzgerald. ?The Plus team, with Alan Bibby as lead designer, presented two very strong concepts and truthfully, the most difficult part was choosing between them. I think its a perfect example of their high level of creative thinking. In addition, with Plus handling the music, the visuals and the soundtrack integrate perfectly.
The edgy, contemporary open features a DJs flight case being plastered with stickers from destinations worldwide. The stickers, reminiscent of classic luggage decals, take on a life of their own in time with the driving music track. Each gains a hip hop flavor as the famed leaning tower of Pisa turns into a spray paint can, DJ Buddha scratches on his turntable and iconic Cuban rebel Che Rivera nods to the beat. As the :20 open progresses the camera travels around the case as explosions of graffiti burst from it.
?To capture the essence of the journey we decided ultimately to create the package using a combination of 2D and 3D imagery, explains Bibby. ?This allowed us to not only better choreograph the movement of the graffiti elements to the music track but also it allowed us to spend more time creating the animation of the stickers because we knew they wouldnt have to be tracked onto the case. Ben Allen, whose work has been released on the Ninja Tunes record label, composed original music for the package.
Judy Wellfare, Plus et Plus Art Director notes, ?elements of hip hop culture can be found the world over and we wanted to communicate that concept through the animated depiction of a variety of destinations.
In addition to the shows main open, Plus et Plus created a suite of bumpers and a series of in-show animated elements to round out the package. Other recent projects by Plus et Plus include commercials for Sony Ericsson, MAC Cosmetics, Nike, broadcast packages for USA Network, RAVE HD and ULTRA HD and a music video for the legendary hip hop artist, POP.
About Plus et Plus
Founded in 2002, Plus et Plus is an innovative creative services firm whose mission is to energize and motivate audiences through visual design. Broadcast notables such as MTV Networks, USA Networks, and VOOM?the worlds first HDTV satellite service have tapped the studios expertise in design and direction, editing, visual effects, animation, product design, and production. Commercial clients have also discovered Plus et Plus. The studio has worked on spots for Sony Ericsson, Nike, Technics, and MAC Cosmetics. The creative teams work has garnered numerous awards including Promax, BDA, I.D., Art Directors Club and International Telly.
For more information visit Plus et Plus online at www.plusetplus.com, or call Barry Hollister at 212-473-3800.
VH1 (New York, NY) Jim Fitzgerald - Creative Director Dave Perry - Producer
Plus et Plus (New York, NY) Design, Production & Music Jeremy Hollister - Creative Director Judy Wellfare - Art Director Alan Bibby - Senior Designer/CG Animator Seth Pomerantz - CG Animator Jennifer Kim - Designer/2D Animator Doug Purver - 2D Animator Ben Allen - Original Music Barry Hollister - Executive Producer
Hardware/Software Adobe After Effects, Photoshop and Illustrator, Maxon Cinema 4D
Related Keywords:Plus et Plus, VH1, Next Stop Hip Hop, Jim Fitzgerald, Dave Perry, Alan Bibby, animation, Ben Allen, Ninja Tunes, Judy Wellfare, visual design, Barry Hollister, Jeremy Hollister, Seth Pomerantz, Jennifer Kim, Doug Purver, Adobe After Effects, Photoshop, Illustrator, Maxon Cinema 4D,