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Trollbäck + Company Creates a Revolution for HBOUses aesthetic device, edge code, for new HBO Films image spot (September 23, 2004)
Continuing their longstanding working relationship, Trollbäck + Company, a NY/LA award-winning creative studio, has teamed back up with HBO to create a two-minute image spot that appropriately uses the aesthetic device of edge code - the footage counter that lines the image frame during editing - to reveal the revolutionary programming HBO Films has created within the past year, and to give a glance at the films that debut this fall.
The perpetual counting of Trollbäck + Companys edge-code titles act as an engine, fueling the pace of the image spot. After an introduction of several iconic shots from recent HBO productions such as ?Angels in America, ?Iron-Jawed Angels, and ?Elephant, the numbered information lining the frame zooms in and dominates the screen. The numbers sequence into letters until ?a revolution has begun is legible as the first several text transitions. From titles mentioning HBOs groundbreaking approach to filmmaking, ?the bar has been raised, to a list of numerous awards that HBO programs have received, including 41 Golden Globes and 101 Emmys, the titles ultimately bring us to a roster of productions that will be airing in the fall, showing clips from shows such as ?The Life and Death of Peter Sellers and ?Empire Falls.
The spots fast-paced rhythm is achieved through the quick editing of HBO program clips and the whisking edge-code titles that fly from the corners of the frame, scroll, zoom out, and cycle to form new words, continually preparing the viewer for the next clip or title. The characters of the titles are constantly transitioning from numbers to letters, changing between white and yellow, and moving within frame. The result is an energetic flow of images and text that gives the feeling of a frenzied night of cutting film together.
?When working with HBO, we like to use a film reference of some kind, says Joe Wright, Trollbäck + Company creative director. ?Edge code was the perfect device because its working with tenths and hundredths of seconds, a massive amount of information. It works as a natural device to communicate all the information we had to work with, such as names and awards, while still tying in the film reference.
Collaborating with HBOs Vice President of Brand Image, Marc Rosenberg, Creative Director Karen Sands and Writer/Producer Eric Council, Trollbäck + Companys goal for the graphic package was to reinforce the script concept
The ?Revolution image spot is the most recent product of the five-year relationship between Trollbäck and HBO. Trollbäck has produced title sequences for HBO films such as ?Hysterical Blindness, which won an Emmy for outstanding title sequence, and ?Normal, which was Emmy nominated in the same category. Trollbäck also previously produced the graphic package for two award-winning promos for HBO that both received Broadcast Designers Association/Promax Awards; ?Behind the Scenes, which won Gold in 2004, and ?Visions Realized, which earned Gold and Silver in 2003.
Other recent Trollbäck projects include the title sequence to Mira Nairs ?Vanity Fair, and a several-spot Jaguar campaign using the Seven Deadly Sins as a graphic theme.
To view the spot click on the following link:
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.
For more information visit www.trollback.com.
Client Company: HBO Films
Creative Director: Marc Rosenberg
Creative Director: Karen Sands
Producer: Eric Council
Trollbäck + Company:
Creative directors: Joe Wright + Jakob Trollbäck
Lead Designer: Jean Pichot
Designers: Todd Neale, Jens Mebes
Producer: Elizabeth Kiehner
Executive Producer: Julie Shevach
Related Keywords:Trollbäck + Company, HBO, edge code, HBO Films, Joe Wright, Marc Rosenberg, Karen Sands, Eric Council, Jakob Trollbäck, Jean Pichot, Todd Neale, Jens Mebes, Elizabeth Kiehner, Julie Shevach,