On-Air & Outdoor Campaign | Director Of Motion
SVP Design: Thomas Berger, VP Design: Rich Tu, Design: Hernan Ayala, Christina Nahas, Linsey Chizever, Moross, Lead Animators: Adrian Alexis, Magda Baez, Chloe Rose Bush, Jen Epstein, David Fiddler, Yonju Kim, Ethan Mackin, Blake Morrison, Oscar Rivera, Brendan Roche, Weixi Zeng, Logo Animation: Joseph Perno, Senior Producer: Ross Jeffcoat
Since the new incarnation of the show is much more than a straight forward video countdown, we knew that it needed to reflect how viewers consume media. With bite-sized segments showcasing Snapchats, Tweets, lip synch battles and dance-offs -- each segment needed its own branding within the larger show. To accomplish this, we created a flexible language of emojis and type to do the heavy duty lifting.
Besides the on-air linear components, there were many out of home deliverables which were executed by Pilot NYC as well as social graphics for Instagram and Twitter.
Graciously compiled by one of the lead animators, Weixi Zeng.
For the open, we had to create something easily edited 30 minutes before showtime (when guests get confirmed). We wanted to make sure it felt customized and fresh every day so that it felt responsive to the day and line-up.
We created a templatized spot that could be used across platforms to promote upcoming guests for each day. The emojis and pictures are changeable so that the spots don't get redundant.
To connect with our in-house campaign, we gave Pilot animate assets to create a seamless out of home experience. Pictured: Reuters & Nasdaq screens in Times Square.
Though we didn't end up using these as much for the initial rollout, the emoji system we developed gave us flexibility within our card and type system. It also gave us quick moments of expression and humor. Designs by Lindsey Chizever. Animations by Yonju Kim, Oscar Rivera, Weixi Zeng Adrian Alexis, and myself.
A quick sampling of some of the pieces in motion
Initially, we weren't sure where we wanted to take the branding, but we knew that we wanted something gif-able and playful that spoke to pre-teens and teens.