THE FRANCHISES
HBO DEVELOPED A NEW AND INNOVATIVE SERIES OF THEATRICAL FRANCHISES THAT REINVENTS THE WAY A-LIST DIRECTORS AND ACTORS PROMOTE THEIR UPCOMING FILMS. BRANDED, SHORT-FORM PROGRAMS SUCH AS ‘THE INTERVIEW’ AND ‘FLIP THE SCRIPT’ INTRODUCE A RANGE OF NEW FORMATS AND TONES; FROM SERIOUS INTERVIEWS TO QUIRKY CHALLENGES, ALL CONTAINED WITHIN A BEAUTIFUL, MODULAR SET THAT CAN BE QUICKLY RECONFIGURED TO MATCH THE TONALITY OF EACH PROGRAM. BY PLACING PARTICIPANTS IN A MORE FUNCTIONAL SETTING, HBO HAS PROVIDED A PREMIUM PROMOTION VEHICLE THAT ENCOURAGES PERSONALITY AND EXPRESSIVENESS IN A FORMAT THAT HAS TRADITIONALLY BEEN LESS THAN EXCITING.
THE CHALLENGE
HBO ASKED TBIK TO CREATE A COHESIVE DESIGN STRATEGY FOR THESE FIVE FRANCHISES. THEY ALL SHARE THE SAME MODULAR, MODERN AND MOBILE SET DESIGN AND IT WAS REQUESTED THAT THE GRAPHICS BE DIRECTLY INSPIRED BY THIS. IN ADDITION, THE PACKAGE NEEDED TO PRESENT A HOLISTIC VISUAL LANGUAGE WHILE CREATING A DISTINCTION FOR EACH UNIQUE SERIES. FINAL DELIVERABLES INCLUDED SHOW OPENS, CLOSES, AND LOWER THIRDS.
THE SOLUTION
TAKING CUES FROM THE CUBIC STRUCTURE AND BUILT-IN ARCHITECTURAL LIGHTING OF THE SET, WE DEVELOPED AN UPSCALE DESIGN EXECUTION. FRANCHISE LOGOS TAKE THE FORM OF HIGH-SPEC, CONTEMPORARY NEON TUBING BUILT INTO A MINIMAL CUBIC ELEMENT. THE CONCEPT, STRUCTURE AND ENVIRONMENT ARE CONSISTENT ACROSS ALL 5 FRANCHISES WHILE COLOR, LIGHTING, EDITORIAL STYLE, AND MUSIC CREATE A DISTINCTIVE TONE FOR EACH. THE RESULT IS A PREMIUM PACKAGE THAT TIES THESE SERIES TOGETHER YET GIVES EACH
A UNIQUE IDENTITY.
TBIK WAS RESPONSIBLE FOR ALL ASPECTS OF THIS PACKAGE; FROM STRATEGY, CONCEPT AND DESIGN TO ANIMATION, ORIGINAL MUSIC AND GRAPHIC TOOLKIT.
MUSIC WAS A PARTICULARLY IMPORTANT PART OF THE SOLUTION. WE DROVE THE CREATION
OF ORIGINAL MUSIC BASED ON HBO’S SIGNATURE MELODY FROM ITS CLASSIC “FEATURE PRESENTATION” FILM INTRO. WHILE ALL MUSIC COMPOSITIONS WERE BASED ON THIS SAME SIGNATURE TUNE, EACH HAS A COMPLETELY UNIQUE STYLE, AGAIN REINFORCING THE SPECIFIC CHARACTER OF THE DIFFERENT FRANCHISES.
THE PUSH
THESE FRANCHISES PROMOTE FILMS CURRENTLY PLAYING IN THEATERS. AT TBIK, WE ALWAYS TRY TO PUSH BEYOND WHAT WE’RE TASKED WITH AND WE SAW AN OPPORTUNITY. WE SUGGESTED THAT BY CREATING CUSTOMIZABLE SHOW CLOSES THAT PUSH TO CONTENT CURRENTLY AVAILABLE ON HBO, THEY WOULD GET MORE VALUE. THE RESULTING DELIVERABLE WAS DUBBED A “CONTENT PUSH” — “CAN’T WAIT FOR LOGAN? WATCH X-MEN: APOCALYPSE. STREAMING NOW ON HBO!”
CUSTOM GRAPHIC TOOLKIT
FOR EVERY TOOLKIT WE CREATE, WE OFFER A CUSTOM INTERFACE THAT WORKS LIKE AN “APP” INSIDE AFTER EFFECTS (AE). EACH IS INDIVIDUALLY CRAFTED WITH FUNCTIONALITY THAT BEST FITS THAT SPECIFIC PROJECT AND FEATURES AN INTUITIVE USER INTERFACE. THESE ARE CREATED WITH CODE AND PROGRAMMED DIRECTLY INTO THE BACK-END OF AE. OUR TOOLKITS ARE MUCH EASIER TO USE THAN STANDARD AE TOOLKITS AND BEST OF ALL, YOU DON’T EVEN NEED TO KNOW AE TO USE THEM!
