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nailgun* provides show graphics for ABC's Primetime

New Show Open Takes Viewers Inside The News From The POV of an Intricately Rendered 3D Video Camera

Frenetic. Fast-paced. Always changing. These words easily describe both the life of a broadcast journalist, and the powerful new show open to the ABC news magazine Primetime created by the award-winning broadcast design/motion graphics studio nailgun* ( The open incorporates an intricate designed 3D model of the broadcast journalists primary tool ­ the camera ­ to drive home the message the show's reporters "Gets You There. Gets Inside. Gets It Done."

For nailgun* Creative Director Michael Waldron, the camera itself quickly became the perfect element to build upon.  "The camera is the essence of broadcast journalism ­ the one thing you can't do without ­ we saw it as the perfect metaphor for what the show is about," explained Waldron. "They came to us with simple yet direct copy that they didn't want to scream. Subtlety was key,  so we incorporated the words onto the camera itself."

The open begins with a series of tight shots of a weathered news camera emblazoned with a scuffed up ABC Primetime logo. From there it quickly moves into footage of the show's report team at work, led by Diane Sawyer, as seen through the eye of the camera. Interspersed throughout are close-ups of the camera's details along with the copy "Gets You There. Gets Inside. Gets It Done" printed on the camera itself. As the piece builds to its crescendo a series of dramatic lens flares and jump cuts drive home the gritty message that this is a news show about powerful stories delivered by seasoned journalists.

"It was important to ABC News that the open not just be a stream of talent shots," added Waldron. "There are a lot of news shows out there so it was crucial that we brand the show as something more than just your typical news magazine."

To create the look of the open, nailgun* began by creating a perfect 3D model of a typical news camera. Because they had only a week to complete the assignment, nailgun* incorporated a 'conveyor belt' method of working in which each staffer worked on a different aspect of the look simultaneously, culminating in the final edit in which all the pieces ­ the 3D camera, textures, lighting effects and treated footage of the on-air talent were brought together. Playing key roles in the creative process were nailgun's Designer/ Animator Charles Kline and Designer Sungtae "Will" Kim.

"The key decision for us technology-wise was creating the camera in 3D as opposed to shooting an actual camera," said Erik van der Wilden, nailgun's Director of Editorial and Animation. "Shooting a real camera would have been the easy part. Getting the graphics integrated onto the various camera parts would have been a complex task of tracking, painting and distorting our key phrases and logos. It would have taken the same amount of time or more than that of the 3D rendering, but would have compromised our flexibility in terms of making last minute changes. With everything in 3D, we could create any new angle necessary at any time. Ultimately, ABC didn't want a slick piece, they wanted to capture the experience of being a journalist in away that was compelling to viewers and I think we delivered that in creative way."

About nailgun*
With a strong belief that great art derives from making creative choices and sticking to them, veteran graphic designer Michael Waldron and editor/animator Erik van der Wilden launched motion graphics house nailgun* ( in 2003. Since then the BDA Gold award-winning creative shop has been pushing boundaries while exceeding client goals with standout work for top advertising agencies and broadcast networks. Their clients include such companies as ABC News, HBO, Food Network, Crispin, Porter + Bogusky, Publicis and Saatchi & Saatchi. 

Photoshop CS
Illustrator CS
After Effects 6.5
Maya 6.0
Final Cut Pro 5.0

Creative Credits:

Client: ABC News
Project: Primetime Show Package

Design/Post: nailgun*, New York, NY
Creative Director & Director:     Michael Waldron
Director of Editorial & Animation: Erik van der Wilden
Producer/Managing Director: Elena Olivares
Designer: Sungtae "Will" Kim
Designer/Animator: Charles Kline
3D Animators:Santiago Caņales, Christopher Hill

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Related Keywords:Michael Waldron, nailgun* design/motion graphics studio , Charles Kline , Sungtae Will Kim


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