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Trollbäck + Company Creates Its Own TV Land

Unconventional multimedia approach used for "Living in TV Land" opening (August 25, 2004)

Trollbäck + Company, an Emmy-winning NY/LA creative studio, has added the visually rich genre of classic American television to its design palette to creating an opening for "Living in TV Land," an original programming series that launched August 18 on the TV Land network. Using an unconventional multimedia approach - including the use of models and miniatures, photography, and 3D animation - Trollbäck's tour of its own 'TV Land' takes the viewer through decades of television, and to the complexity of the world behind the camera.

"Living in TV Land" investigates the lives of classic television actors who came to be known by the iconic characters they played. To convey the theme of on- and off-screen identities, Trollbäck + Company created a complex identity for American television as a genre. Opening on the archetypal suburban home characteristic of early '60s television, and traveling through a landscape of Studebakers and outdoor basketball hoops to the urban neighborhoods that typified the sitcoms of the '70s and '80s, Trollbäck's opening travels through the environments that define classic American television. As the opening closes, the brownstones and city skylines of the urban environment are revealed to be wooden studio backdrops and matte paintings, exposing the gritty complexity that makes the fiction of television possible.

To create the vibrant and textured world of classic television, Trollbäck created miniatures of its own TV Land. By photographing these models and bringing them into 3D animation programs, the neighborhoods have a texture and lighting that convey a quirky realism. The camera movements that whisk the viewer through the neighborhoods were created with computer animation.

"Technically, we took the concept of mixing realities a step further by having miniatures made," explains Nathalie de la Gorce, creative director of Trollbäck + Company. "The miniature introduces an extra illusion." The utilization of multiple media is appropriate for an opening that mixes the looks of several decades, and a show that mixes on- and off-screen realities.

Of Trollbäck's design, Kenna Kay, creative director of TV Land, comments, "Their design style is at once innovative and classic. They are very strong conceptual thinkers." Rather than having been approached with an idea for the opening, Trollbäck + Company is responsible for the "Living in TV Land" piece from concept to completion.

In addition to the currently airing "Living in TV Land" opening, Trollbäck also produced the TV Land network on-air identity, and the opening title sequence for the series "Moguls," which features some of TV's most influential producers in each of the past six decades.

About Trollbäck + Company
Trollbäck + Company is an Emmy-winning bicoastal creative studio committed to generating innovative visual and branding solutions. Rooted in a strong European design sensibility, the young multi-disciplinary company works across a variety of media - from film titles and trailers to TV commercials, environmental and architectural installations, network branding, outdoor advertising, magazine and book design. Trollbäck & Company has design and production studios on Fifth Avenue and Venice Beach.

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About TV Land
Now seen in over 82 million U.S. homes, TV Land's program mix features popular dramas, sitcoms, westerns, Retromercials and a TV-referential interstitial environment, all programmed with a specific audience in mind - the first generation of Americans to grow up watching television and features all time classic hits like All In The Family, I Love Lucy, The Andy Griffith Show, Bewitched and I Dream of Jeannie.


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