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UVPHACTORY Celebrates BET And Black Culture With Total Network Redesign And RebrandingConceptualized, designed and produced a total network redesign and rebranding (February 09, 2006)
UVPHACTORY designed and produced a total network redesign and rebranding for BET
BET was looking to celebrate the richness of Black culture with a totally new on-air creative - new network identification, logo animations, show promos, design, typography, color palette, animations, lineups, lower thirds, squeezes and other on-air components. BET began rolling in some of the new elements on November 1 in conjunction with the premiere of 25 Strong The BET Silver Anniversary Special, and the network will continue to introduce the redesigned elements until early in March 2006.
?As part of the repositioning of BET towards a younger demographic, weve recently introduced a new tagline, ?ITS MY THING, remarked BET Vice President of Creative Services Ola Kudu. ?This tagline reflects the ownership our audience takes in the network, and in return our commitment to provide them with substantive programming that speaks to their lifestyles and to their passions. One major focus of this network rebranding is the celebration of African-American culture in a positive, energetic and unapologetic manner an UVPHACTORY was the best partner we could have chosen for this critical project.
?Once we briefed them on our philosophy and mission, UVPHACTORY hit all the right notes from concept boards to final execution. Art direction, cinematography, editing, proper casting, wardrobe, and music were all critical elements of the redesign, and UVPHACTORY brought a level of design expertise and cultural understanding to the project that made it a pleasure to work with them, Kudu added.
?For the redesign, I was asked to put together a brief and send it to a number of companies I had been watching, explained BET Creative Services Senior Broadcast Designer Sean Apparicio. ?I was getting nervous until I saw UVPHACTORYs proposal and thought finally, a group of people who are thinking outside the box. Their pitch was a true celebration of blackness, very forward thinking, very impressive, not at all stereotypical. No clichés. UVPHACTORY captured what we celebrate about ourselves, in the visual language they employed, and the images they assembled.
?We see a lot of pitches, and design shops often fall into the trap of presenting us with clichéd, stereotypical imagery, thinking thats what we want. We asked UVPHACTORY to throw away the first 3 things that came to mind when they thought of BET, and start fresh. They connected with our mission, and took the time to go beyond the lowest common denominator creatively, and thats what won them the work, said Ola Kudu.
The creative team at UVPH, the Manhattan-based design and production company, conceived, created and produced a visual representation of the attitude, strength and energy of today's African-American lifestyle.
UVPHACTORY Creative Director Alexandre Moors described the process. ?I pushed for a live-action package as it is more and more becoming a specialty here, and I wanted to capture the people and the richness of Black culture. The proposition was bold is beautiful and we wanted there to be no doubt about it. The human figure, whether in silhouette or extreme close-up, is the main element in the package and a lot of the design elements are created by organic body shape shots - the curve of the back or the angle of an elbow that bends - which were used as transitions from a to b, from white to black.
UVPH had an intense two-day, multi-camera, hi-definition video shoot with a dozen actors in a Manhattan studio. Some elements had to be shot against white, others against black, and still others green screen so the studio was divided into three shooting areas. To the rhythms of blasting music and drummers drumming, actors and dancers danced and strutted their way from one high contrast background to another while two HD camera crews shot simultaneously. ?We tried to avoid all the hip-hop and gansta clichés and shot the dancers, Double Dutch teams, youngsters behind turntables, and numerous iconic elements which were used for the secondary parts of the rebrand, like the lower thirds and squeezes. Then I did something that you are definitely not suppose to do - I used the serif font which can blend out as it gets too thin, but the high contrast of very bold bodies and faces and the refined serif font really worked, added Moors.
The IDs were very edit intensive, continued UVPH Editor Robert Lopuski. ?Initially, we relied on temporary music or visual images alone and created a visual edit which changed once we got sound elements, and changed again when we got final tracks, and yet again when the visual effects and graphics were completed. In addition, there are four or five shots going on simultaneously so each ID had to be cut in different levels we had background layers, middle ground layers, foreground layers. There is a powerful lyricism in the composited images.
In addition to the network rebranding, UVPH designed and executed a show package for the November 2005 premiere of 25 Strong: The BET Silver Anniversary Special which had tremendous exposure as it also played on LCD screens outside many New York City subway stations. UVPH is currently collaborating with BET on promos with Singer/Songwriter/Actress Alicia Keys which will air throughout February to coincide with Black History Month.
The UVPH creative team responsible for the BET rebranding and redesign included Principal/Co-Founder Scott Sindorf; Principal/Co-Founder Damijan Saccio; Creative Director Alexandre Moors; Associate Creative Director Jason Ett; Designer Colin Hess; Executive Producer Brian Welsh; Director of Photography (Live-Action) Shawn Kim; Editor Robert Lopuski; 3D Animator/Compositor Bashir Hamid; Compositers Sean Donnelly, Shuyi Wu, John Staunch, Ben Kim and Khaled Sawaf; Producer Brian OCarrol; Production Manager Melissa Sarno; Art Department Betil Dagladen; and Wardrobe Andre Austin. UVPH directed the project.
UVPH utilized Adobe After Effects 6.5, Apple Final Cut Pro 5.0, Softimage|XSI 4.0, Adobe Photoshop CS and Adobe Illustrator CS in the completion of this project.
Representing Black Entertainment Television (BET) were Vice President of Creative Services Ola Kudu, Design Director Wayne Lewis, Senior Broadcast Designer Sean Apparicio, Senior Producer One9 and Cameraman and Editor John Kane.
BET, a subsidiary of Viacom, Inc., is the nation's leading television network providing quality entertainment, music, news and public affairs programming for the African-American audience. The BET Network reaches more than 80 million households according to Nielsen media research, and can be seen in the United States, Canada and the Caribbean. BET is a dominant consumer brand in the urban marketplace with a diverse group of branded businesses: BET.com, the Number 1 Internet portal for African Americans; BET Digital Networks - BET Jazz, BET Gospel and BET Hip Hop, attractive alternatives for cutting-edge entertainment tastes; and BET Event Productions, specializing in a full range of event production services, including event management, venue selection, talent recruitment, sound, lighting and stage production.
UVPH is a New York-based design and production company offering a complete range of creative services including conceptualization, live-action direction and production, editorial, 2D/3D animation, sound composition/design and final compositing for broadcast, commercial, film, music video and web clients. Additionally, UVPH has leapt full force into the longer format arena, directing and producing music videos for artist Pete Miser as well as producing a 25 minute short film, Cherry Bloom, directed by Alexandre Moors and Left Turn (working title), a feature length documentary about the fans of NASCAR, directed by Brian Welsh.
Since the companys formation in 2000, UVPH has attracted a diverse client base including AT&T, BET, Bravo, Cartoon Network, CBS, Cinemax, Cingular, Coca-Cola, Comedy Central, ESPN, FOX Sports, General Electric, HBO, IBM, IFC, Miramax, MTV, NBC, Scripps Networks, SCI FI Network, Showtime, USA, US Cellular, VH1, and VOOM HD Network, among many others.
UVPHACTORY is headquartered at 224 Centre Street, Suite 2E, New York, NY 10013; 212-483-0040; Fax: 212-483-9371; For more information, or to see a reel, contact Senior Producer Brian Welsh.
Visit the UVPH website at http://www.uvphactory.com.
Related Keywords:UVPHACTORY, BET, Rebranding, Black Entertainment Television, Viacom, logo animations, lower thirds,