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Western Images Creates 3D Launch Package for ShopNBC Network

Look borrows from 60s iconography (July 23, 2001)
ShopNBC enlisted Western Images director/designer Tuesday McGowan, along with the Minneapolis agency Campbell Mithun, to help launch its new shopping network.

The agency's initial concepts, conceived by David Weinstock, Campbell
Mithun director of design, featured a flat illustrative look defined by a
collage of iconic clip-art imagery. Western Images' creative director
Tuesday McGowan proposed a treatment that built on this initial direction.
"Borrowing from the vernacular of '60s design in textile patterns, fashion
illustration, the furniture design forms of Herman Miller with hints and
tones of the NBC peacock palette, we combined 3D illustrative icons with
live-action models made to look graphic, set in a background composition of
overlapping and intersecting circles," said McGowan.

"I wanted the work to convey a '60s nostalgic cachet of a couture shopping
spree, evocative of Astrid Gilberto, San Tropez and the Bossa Nova," said

The design package for Shop NBC includes 45 deliverables (an animated logo,
12 promos, 12 show opens, banners, billboards and lower thirds and a
"toolbox" of elements for additional programming). The treatment features a
montage of stylized 3D objects, plus male and female models depicting
moments from a range of lifestyle activities, which in turn provide the
basis for the different shows on the network.

To achieve an illustrative graphic look for the live action, the models
were filmed against green screens to separate them from the background. Each
model, whose face and hands were painted with ultamatte blue make-up, wore
blue leotards under their wardrobe. Each wardrobe item was selected based
on a brilliant color palette that would be easily defined for matte making.
The models also wore contrasting colored wigs to separate the hairline.

The 3D objects were modeled and given an illustrative look in Maya to
allow for them to blend seamlessly into the composition. The bottom half of
the screen includes a clean window of white, which displays programming
information, including the custom designed show logo, show times and the
ShopNBC logo.

Western Images ( focuses on the creative
process, offering a complete package of digital production services from
design, animation, editing and compositing, for broadcast and commercial
clients including: FCB, Ogilvy & Mather, Arnold Worldwide, Y & R, OWN&P,
Doner, Campbell Mithun, Publicis, Saatchi, JWT, Richards Group, Weiden +
Kennedy; and production companies: Pandemonium, ILMCP, Wild Brain, BoB
Industries, A Band Apart, Cognito, Copper Media, Propaganda, Crash Films.


Title: (r) ShopNBC- Campbell Mithun- Minneapolis, (r) Network ID- promos/
show opens/ banners/ billboards/ logos 12x promos :10 12x show opens :10
Logo Animation Lower thirds, billboards, icons etc

AirDate: June 22. 2001

Client: Campbell Mithun- Minneapolis
Producer : Imen Wozney
Director of Design: David Weinstock
Designer: Jamie Parker
Account Supervisor: Stacy Anderson
Executive Producer- ShopNBC: David Page

Western Images-San Francisco
Designer/ Director: Tuesday McGowan:
Producer: Kay Rough
Henry/ Flame: Scott Harris, Greg Gilmore
3D Animators: Carl Kaphan, Greg Gladstone, Richie McBride, Tobin Jones
Technical Director: Jerry Castro
TD/ Compositor/AfterEffects: Josh Johnson
Technical Assistant/Compositor: Anna Bjeldanes
Avid Editor: Alan Chimenti

Collaborating Production House: Western/ Pandemonium
Producer: George Simpkin

Tools Used: Photoshop, Commotion, Maya, Flame, AVID

Page: 1

Related Keywords:animation, broadcast, commercial, design, Western Images


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