On Air Branding Pitch
Client: HBO
Production Co: Digital Kitchen
In this design pitch, we were tasked with developing a new system for HBO’s on air branding. Of course, it also had to be filmic and modular at the same time, so our solution was to adapt the film gate to cinematically frame footage and the HBO logo itself which was locked down into the same position in the middle of the frame. We also sought to make every element a small story telling opportunity. To that end we adapted the ratings cards to tease the card of content warnings with matching flashes of photography… Adult content? How about a flasher? Violence? How about a sucker punch?
The result ties into their online graphic system, creating a seamless branding experience as various elements naturally connect to each other by match cutting to the HBO logo.
This quicktime is a proof of concept to demonstrate how seamless the on air experience can become by laying down a few simple rules and sticking to them. If they had chosen this concept, we would have shot elements for each show to play off of the letterbox.
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