Role: Project Lead: Creative Direction + Design
Studio: Sibling Rivalry
TNT was coming out with a new slate of shows and wanted to reposition themselves as premium storytellers. Our goal was to establish a visual language that would highlight their content and characters, in a sophisticated, cinematic and ownable way.
Our solution was to use the circle of TNT logo as a lens to highlight moments, character details, and messaging. The device could magnify, focus, offset and crop the footage, thus getting closer to the stories and the characters while simultaneously hinting at the process of storytelling.
The strength of the system is that the entire look including color palette, is always derived from the content. This helps to unify legacy programming with movies and new shows. It is a simple but smart device that gives the network a premium feel.
Design: Lauren Hartstone, Edwin Santacruz
Animation: Steven Lee, Cyprian Sadlon, Miro Sisma