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Troika Design Group Creates Inviting Image Campaign for Fine Living

Spots convey FINE LIVING as a destination for those in pursuit of living life to its fullest (February 28, 2006)
Troika Design Group has been tapped by long-time client FINE LIVING TV NETWORK to create a new network branding campaign.  The live-action spots convey FINE LIVING as a destination for those in pursuit of living life to its fullest.  Troika handled everything from concept, writing, design, editing and directing to producing the live-action shoot.  The campaign includes a :30-second image spot and two :20-second spots, along with six :10-second IDs.

?We wanted to produce a campaign for FINE LIVING that presented the channel as a more comfortable, inviting place for our viewers, said Chad Youngblood, General Manager, FINE LIVING.  ?Having worked with Troika on so many excellent campaigns, they really were my first and last choice for this job.  Rarely do you hire a production company that brings together all the important elements of a branding campaign the way Troika can.  They are excellent artists, designers and production professionals, but the x-factor Troika has is their ability to understand a specific messaging need, and to combine together all the pieces above toward that goal.  They are equally skilled at marketing as they are at production.  I couldn't be happier with how this project turned out.

Troika wanted to help FINE LIVING convey that its programming, which provides viewers with tips for enjoying the best experiences life has to offer, including food, wine, home design and travel, speaks to everyone.

Said Mark Bohman, Partner and Executive Creative Director, Troika, ?We wanted to reinforce that FINE LIVING is very accessible, not a high-end or exclusive club as some might assume.  They have such a wide variety of programming, its really for anyone passionate about a great life, be it eating at a four-star restaurant, or eating straight from the can after a long hike in the mountains.

To achieve this goal, Troika produced and filmed young singles, couples and families in and around their homes.  The spots and IDs juxtapose this material which was shot by Troika directors Bohman and Reid Thompson in a ?lazy summer day style against playful titles done in casual handwritten text.

The campaign communicates the idea that lifes greatest pleasures are usually its simplest ones.  The title ?Fine Dining corresponds with shots of a relaxed outdoor dinner party.  ?Fine Art runs alongside a proud father lifting his daughter to tack up her drawing on the fridge, and ?A Fine Day, features a morning spent in bed, reading and playing together.  The tag, ?Your time, your taste, your life. Thats fine living. close the spots.

?Mark and I directed two separate teams that were shooting simultaneously throughout the day, said Reid Thompson, Creative Director and Lead Designer.  ?We were extremely organized in our approach, so the entire days shoot went without a hitch.  Not only was it a success from a logistical standpoint, the energy at our location perfectly mirrored the easygoing, free-spirited, friendly vibe we were going for in the IDs.

About Troika Design Group
Troika is an award-winning design company known for producing trendsetting visual brand identities.  Based in Hollywood, Troika combines a unique hybrid of skills with a team of more than 20 designers, producers, animators, editors and conceptual thinkers who specialize in network branding, promotional and advertising campaigns, and show packaging.  Founded in 2001 by industry luminaries Dan Pappalardo, Mark Bohman and Chuck Carey, Troika is one of the premier providers of strategic design and creative production for television.  The companys approach to design is clever, thoughtful and focused, delivering standout concepts while remaining faithful to a clients brand ideals.  Troika has worked closely with top television and cable networks including FOX, ESPN, HGTV, E! Entertainment, Food Network, ABC, UPN, Comedy Central, FINE LIVING, VH1, TV Guide Channel and Great American Country.  For more information, please visit or call Robert Blatchford at 323.965.1650.


Executive Creative Director/Director: Mark Bohman
Creative Director/Lead Designer/Director: Reid Thompson
Producer: Kristen Olsen
Associate Producer: Meredith Crandall
Asst. Designer: Mindy Park
Animator: Paulo De Almada Mauro
Animator: Mark McConnell
Editor: Hans Carrillo
Additional Editor: Tim Samuel
DP 35mm: Andrew Turman
DP 16mm: Tom Camarda
Line Producer: Joan Zierler
Production Assistant: Jessica Choquette

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Related Keywords:broadcast design, network design, production company, motion graphics, network branding campaign, network branding, advertising, commercials, network IDs


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