Role: Project Lead: Creative Direction + Design
Studio: Sibling Rivalry
TNT came out with a new slate of shows and wanted to reposition/rebrand themselves as premium storytellers- who put their content and characters first. My solution was to use the circle of TNT logo as a lens to highlight moments, character details, and messaging. The device can magnify, focus, and offset 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 is derived from the content itself.
Design: Lauren Hartstone, Edwin Santacruz
Animation: Steven Lee, Cyprian Sadlon, Miro Sisma