GOAL: Dress up NBC’s new daytime show in an outfit suited to the playful and colorful nature of the show’s content – and the hosts.
CHALLENGE: Creating separate – unique, but related – toolkits for NBC’s Marketing and Broadcast departments, based off the initial pilot graphics created by the Undefined Creative team.
SOLUTION: Focus on eye-catching key elements that will be instantly recognizable, and let the rest of the design follow. In this case, we used the boxed look of the logo to create a “Crazy Talk” world of rectangular shapes. Talk shows require a great deal of flexibility in how they use graphics, so we stuck with modular elements, heavily versioned for the widest range of options for the on-air package. We got a little “zippier” with the marketing package, building quicker, quirkier motion to integrate in short promos.
GOAL: In collaboration with Artbeat, we wanted to reach the creative prosumer and develop a short, documentary-styled vignette. The result would appeal to the “creator movement” – millennial and DIY communities, media enthusiasts, up-and-coming producers, amateur video journalists, etc. – all those striving to create quality content and/or possibly build professional careers with prosumer grade equipment.
CHALLENGE: We aimed at creating a short piece of content that an amateur producer can aspire to, without feeling intimidated. With prosumer equipment, a loose script, and a lot of playful experimentation, we brought a DIY sensibility to the shoot and post-production.
GOAL: Shooting both locked and hand-held, then editing, color-correcting and mixing by a pro team, the collaboration aimed at “high level” amateur: an end-product which is beautiful, yet attainable.
Dancers: Justin Conte & Lukas van der Fecht
Producer: Takashi Yoshizaki / ARTBEAT
Camera: Emi Robinson & Maria Rapetskaya
Editing & Post: Maria Rapetskaya / UNDEFINED CREATIVE
Music: Shogo Kadoya
Equipment: Canon 6D & Canon T5i
Goal: Create national and international spots promoting the features of the NHL’s digital streaming product, GameCenter LIVE. Our focus was to design a shoot that demonstrated the product’s main value proposition, “how you want, when you want, wherever you are.”
Challenge: Producing a two-day, RED camera shoot with multiple set-ups and designing the spot with multiple languages in mind were just a couple of challenges we faced. Since we were limited in which devices could be used within each segment, mapping out the sequence and product placement of each scene also became a challenge.
Solution: A huge part of the pre-production process involved meticulously plotting out every combination of devices, video highlights, environments, interface elements and, at our suggestion, NHL product placement to further capitalize on the promo. This gave us alternates and options in edit.
We also made sure the edit moved from device to device in a a logical sequence, as we didn’t want to repeat too many identical devices back to back. We delivered 30 and 15-second broadcast spots in English, Russian and German and alternate versions of each for the web.
Goal: Promote the Applied Design exhibit at The Museum of Modern Art, which highlights the vitality and diversity of design in every facet of human activity.
Challenge: Finding a unique way to animate the iconic symbols represented in this exhibit, while remaining faithful to the original sources
Solution: We used the icons and their shapes as tools to transition between elements, which helped tie the icons to the exhibit’s featured videos.
Goal: Once again, we got to brand baby-mama-drama and paternity-test-trauma with a fresh look that can easily carry over into specialty promos and teases.
Challenge: Expanding on the existing 2013 rebrand and finally replacing all the left-over elements from prior packages, as the show completed its transition to HD.
Solution: With the flexibility of a pole-dancing drag-queen, we built an incredibly versatile, easily customizable package. The mix-and-match toolkit allowed for unlimited combinations of on-screen elements, in any sequence. In collaboration with the editors, we designed a simple method for retaining the aesthetic throughout the program. The producers were thrilled with the outcome, but haven’t yet invited us to come and find out who our daddies are!
Goal: Create 19 entertaining and informative videos to show off statistical analysis from SAP, a new NHL partner.
Challenge: Telling an easily understood story built around predictive analytics ain’t easy! And, neither is designing a template that can be customized to different match-ups and stats for both mobile and broadcast platforms – in a matter of a couple of hours!
Goal: Introduce NHL fans to the DraftKings alliance and its exciting game play experience, while highlighting some of the exclusive NHL sweepstakes events DraftKings gamers have the chance to enter and win.
Challenge: We needed to simulate DraftKings’ fantasy game playing experience in a much more exciting way than providing a screen-by-screen tutorial. In addition to the generic versions, we also needed to create several versions highlighting the chance to win VIP Experience tickets to the All-Star Game, Stadium Series and NHL Awards.
GOAL: Create a General Presentation Video to speak to the mission and message of Food Fight, an organization dedicated to changing the way we think about and CHOOSE our food. The video would serve multiple purposes: live screenings at large events, small screenings at educational gatherings and online viewing as part of Food Fight’s action “Tool Kit.”
CHALLENGE: Convey this message to kids, teens and adults alike in a way that doesn’t look like the same tired infographic.
SOLUTION: We got inspired – by the colors and shapes and textures of food! Over a hundred cut-out images and a dose of stop-motion-styled animation gave us an off-the-beaten path landscape for planting our facts, stats, and goals.