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yU + co Produces ?Explosive Promo Campaign for DiscoveryPromos for Discovery Channel?s first-ever feature-length docudrama ?Supervolcano? (April 26, 2005)
yU + co has produced a promotional campaign with a powerful punch for Supervolcano - Discovery Channels first-ever feature-length docudrama. Aiming to shake up viewers with the image of a possible looming disaster (and encourage them to mark their calendars), the studio provided design and end-to-end production services for the campaign that includes both theatrical and broadcast components.
The promos lay out, in quick, bone-chilling detail, the premise behind the fact-based drama: a ?supervolcano exponentially larger in size and destructive power than Mt. St. Helens, lurks below Yellowstone National Park. Teasing graphics inform viewers that the story is true, ?it just hasnt happened yet. Serene images of the historic park quickly give way to shots of worried scientists, news broadcasts and computer simulations foretelling doom.
?This project is a sharp departure for Discovery, its more movie than documentary. Thats why we turned to yU + co, said Dan Bragg, executive producer and creative director on the project for Discovery. ?We wanted them to give it the sensibility of a movie trailer?to generate the kind of excitement you get from a film campaign.
Excitement, shaded with an inkling of fear, is what yU + co delivered. ?We packaged it as a thriller, said yU + co producer Mark Kolpack. ?The titling, graphics and editorial pacing start serine and pick up in intensity as the trailer unfolds. We worked on several iterations of the edit, refining the narrative message to increase the impact and excitement. We wanted to make the trailer for Discoverys first movie compelling.
The jagged wave pattern produced by a seismometer when measuring a volcanic eruption provided the yU + co design team with its principal motif. A seismograph, animating through the frame, is used to introduce or disperse text and as connective tissue between live action scenes. ?We also integrated the Discovery logo with the seismograph animation to tie the trailer motif into the brand, Kolpack said.
The seismograph imagery helped bring the trailer to life, according to Bragg. ?It gave personality to the graphics and made them as big a part of telling the story as the movie clips, he said.
Ultimately, yU + cos creative team wanted viewers to know that Supervolcano is more than just another scary tale. ?We wanted to tell the story in an interesting way, but we also wanted viewers to understand that it is based on facts, said yU + co executive producer Ian Dawson. ?We want people to think, ?this really could happen, and maybe feel a little bit scared about that.
yU + co prepared a 60-second version of the spot for theatrical release, as well as 60-, 30-, 23/07-, 15-, 10-, 5-second versions for television. Additionally, the studio oversaw music production and audio post work, completed at Musikvergnuegen, Hollywood.
Credits for yU + co go to Garson Yu, Creative Director; Ian Dawson, Executive Producer; Mark Kolpack, Producer; Chris Williamson, Designer; David Yan, 2D Animator; Nate Homan, 3D Artist; Zachary Scheuren, Avid Editor/Online; Joel Plotch, Avid Editor; Musikvergnuegen, Audio; Dan Bragg, Creative Director.
yU + co is located at 941 N. Mansfield Ave., Hollywood, CA 90038. For more information, call (323) 606-5050 or visit http://www.yuco.com/yuco.html.
Related Keywords:yU + co, Discovery Channel, Supervolcano, Dan Bragg, Mark Kolpack, Garson Yu, Musikvergnuegen,