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Troika Design Group Creates 9-Spot Package For Food NetworkNine five-second spots fuse gorgeous live-action footage with crisp graphics (October 07, 2005)
Troika Design Group Creates 9-Spot Package For Food Network
?We approached Troika with a rather unconventional five-second format, and asked that they tell a complete narrative in this short timeframe, said Michael Adley, VP and creative director for Food Network. ?Troika rose to the challenge admirably, delivering a visually rich, humorous and entertaining package that perfectly complements our brand identity.
Troikas relationship with Food Network began in 2002 when the design firm was approached to create the channels rebrand. The resulting work injected wit, sensuality and sophistication to position Food Network as being more than about cooking shows; its a lifestyle destination for those impassioned by food. Troikas current effort builds on this established look, incorporating exceptional cinematography with clever taglines that unexpectedly shift the meaning of the visuals.
Each ID leads with the graphical super ?food is? and answers this question in a surprising way, with clever text and creative camera work revealing the twist in each spot. In one ID, ?food is? segues into gleaming oysters on ice flamboyantly garnished with pearls, caviar and lemon peel, alongside the word ?style. In another, ?food is? is imbued with deep meaning, as a turntable shot of a spliced open fortune cookie is tagged with the word ?wise. Food can also elicit strong emotion, as evidenced by the delicate way two pears are lensed nuzzling next to the super ?romantic. Troika was also involved in creating the IDs atmospheric electronic soundtracks along with composer Rob Cairns, which range from sultry R&B tunes to bombastic classical organ, lively big band and everything else in between.
?In our fourth image ID package for Food Network, we wanted to build on the momentum of our previous work, yet introduce a batch of creative that was distinct. We had a lot of fun coming up with IDs that are thematically in line with the range of programming genres on Food Network spanning history, entertainment, style, romance, and more, said Dan Pappalardo, creative director and co-founder of Troika.
Shot by DP Steve Moses, the nine IDs were enhanced using Adobe Illustrator, Photoshop and After Effects to marry the live-action with the graphics, and edited using Apples Final Cut Pro.
About Food Network
Food Network (www.foodnetwork.com) is a unique lifestyle network and website that strive to surprise and engage its viewers with likable hosts, personalities, and the variety of things they do with food. The network is committed to exploring new, different, and interesting ways to approach food - through pop culture, adventure, travel - while also expanding its repertoire of technique-based information. Distributed to more than 85 million U.S. households and five million website users, Food Network ranks first among ad-supported cable networks on year-to year subscriber growth and first among food websites. With headquarters in New York City and offices in Atlanta, Los Angeles, Chicago, Detroit and Knoxville, Food Network can be seen internationally in Canada, Australia, Korea, Thailand, Singapore, the Philippines, Monaco, Andorra, Africa, France, and the French-speaking territories in the Caribbean and Polynesia. The E.W. Scripps Company (NYSE:SSP), which also owns and operates Home & Garden Television Network (hgtv.com), Do It Yourself (diynetwork.com), and Fine Living (fineliving.com), is the manager and general partner.
About Troika Design Group
Troika is a multidisciplinary, award-winning design company in Hollywood consisting of more than 20 designers, producers, animators, editors and conceptual thinkers who specialize in network branding, promotional and advertising campaigns and show packaging. Established in the spring of 2001 by industry leaders Dan Pappalardo, Mark Bohman and Chuck Carey, Troika has emerged as one of the premier providers of strategic design and creative production for television. Troika works closely with television and cable networks including Fox, ABC, E! Entertainment, UPN, Food Network, ESPN, Comedy Central, HGTV, Fine Living, Style and VH1.
For more information, please visit www.troika.tv or call Robert Blatchford at 323.965.1650.
Client: Food Network
Title: ?Food Is? ID Package, 9 x .05 second IDs
Airdate: September 30, 2005
Design/Production Co: Troika Design Group / Hollywood, CA
Executive Creative Director: Dan Pappalardo
Director: Dale Everett
Producer: Joan Zierler
Designer: Heather Kim
Designer/Animator: Justin Nardone
Animator: John Clark
Coordinators: Josef LeBeau & Jessica Ferguson
DP: Steve Moses
Composer: Rob Cairns
Related Keywords:Troika Design Group, Food Network, ID package, animation, sound design, Final Cut Pro, Illustrator, Photoshop, After Effects, designers,