FEATURE PROMAX AWARDS 2011
THE WIRE: WORD IS ON THE STREETS
CHANNEL FX TX 2010/2011 season launch
BRIEF Create a campaign to remind existing fans how much they loved The Wire’s deep, layered, complex approach to life on the streets of Baltimore with enough oomph to appeal to those who had heard of it, but not yet experienced the programme.
TECH AND TECHNIQUE The FX team said that because The Wire is a fairly slow-moving programme, it doesn’t lend itself to the usual fast-paced action promo a viewer might expect from a cop show. Instead, communicating its complex nature and the way it deals with issues was best served, they said, by a GFX approach. Head of design at FX David Chaudoir
and promo producer Helen Morgan- Geary thought that the speech that lead character De Angelo gave about the structure of the drugs gangs, likening it to a game of chess, was one of the best intro- ductions to the themes within the drama and edited it to fill the time available. Using After Effects, Chaudoir animated
the words in time with the speech and built them into a 3D totem pole. Outside of the pole he put images of the dilapidat- ed row houses of Baltimore, where most of the action of the series takes place. Using the internal camera of After Effects, Chaudoir rotated it around the pole and synchronised the appearance of the words to the soundtrack. A final touch was to float Trapcode-generated particles, which combine at the end of the promo.
CREDITS FX Producer: Helen Morgan Geary Designer: David Chaudoir Creative director: Mark Harrison
SOUTH PARK SERIES 15
CHANNEL Comedy Central TX April and May 2011 BRIEF
The finished South Park programme would not deliver in time to make an editorial or clip-based campaign so the creative challenge was to create a fresh and controversial promo without having any material to work with.
TECH AND TECHNIQUE Comedy Central solved the problem by utilising its striking in-house graphic style to emphasise the audacity and obscenity for which South Park is famous. Quick editing of sync allied to machine- gun, text-based graphics created an energetic and attention-grabbing style that explodes on-screen and asks the viewer: ‘What The Hell Are They Gonna Say Next?’ The message is: Comedy Central doesn’t know, the viewers don’t know, and the only way we’re going to find out what new shocks await is by tuning in.
The animation behaves differently for each line of dialogue, so even though it’s created using text, the viewer can picture the different characters. The campaign was produced in-house with simple graphic text generation in After Effects using the hero brand colours: black, white and red. The anima- tion was produced to reflect the delivery of the lines by key show characters
CREDITS Comedy Central Producer/director: Richard Sclater Designer: Blake Neale Creative director: Will Clark
Broadcast TECH
28 | Broadcast TECH | November/December 2011
www.broadcastnow.co.uk/technology
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