Cannes Lions

Studio Universal

RED BEE MEDIA, London / NBC / 2016

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Overview

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Credits

Overview

Description

Our creative approach to the idents was to highlight “Films from the film-makers”. Showcasing in short films the people behind the camera and the dramatic impact they have on setting the stage for every frame of film. We shot sequences on the Universal studio lot itself, to engrain credibility in the brand as "movies from the moviemakers". Thenwith very subtle action and styling changes, that were profoundly altered by the skills of film-makers from grade, to music to camera move to communicate very different senses of anticipation. Everything from logo, to layout to typography was also born from a deep analysis of the language of movie marketing – in particular movie posters. (The first movie poster to adopt the kerning, bold centred type and star icon was a Universal film in 1919 - Carl Laemmie's Blind Husbands"). That gave us a fresh approach to visualising the on screen presentation system.

Execution

So everything from the logo, to layout to typography was born from a deep analysis of the language of movie marketing – in particular movie posters. (The first movie poster to adopt the kerning, bold centred type and star icon was a Universal film in 1919 - Carl Laemmie's Blind Husbands" ). That gave us a fresh approach to visualising the on screen presentation system. The chosen brand font Tungsten, and Box for information also are resonant of movie poster keyart. The on screen signature movement was inspired by clapperboards..every second combining to highlight our deep love and heritage in film craft.

Outcome

With the rollout complete just before the Cannes entry deadline, the viewing figures are very early but showing upward signs in all territories. The brand has been adopted with enthusiasm in all three of the markets, with increased ad revenue to web platforms an early marker of industry approval.

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