New York design studio hey! designed and produced the new ID campaign for the TNN networks' transformation from The Nashville Network to The National Network. All five of the 5-second IDs contain the tag line, "We've got pop!" "Each element in the series took a slightly different approach to defining what 'pop' is and how it looks, feels and sounds," said hey! creative director Josh Pelzek. "In three of the IDs, we interpreted 'pop' as an action - popcorn exploding like fireworks, a button popping off a large man's shirt and bubbles - which contain the TNN logo - popping in mid-air. We added a twist to this concept in the ID in which chickens hop around and make sounds that 'pop' rather than 'cluck.'" Finally, we took a purely graphic approach in 'Orange Reveal' and built a super-saturated logo reveal out of circles and posterized patterns. On another level, the imagery, color combinations and motion in all five IDs reference popular culture both directly and indirectly." The hey! creative team included creative director Josh Pelzek, executive producer Stephen Villante, designer Par Surasaksin and 3D animator Nontajit "Go" Lertworachon. hey! animated the IDs in Adobe AfterEffects and Cinema 4D. All editing and post-production was completed at hey! by Par Surasaksin and Josh Pelzek in AfterEffects. Pelzek shot the live-action chickens and a large inhaling man at the hey! studios using the JVC DV-500 mini-DV camcorder then composited the footage in AfterEffects. "Popcorn," "Bubbles" and "Orange Reveal" were all completely animated.
Rick DeMott
Animation World Network
Creator of Rick's Flicks Picks
