Client: TURNER BROADCASTING SYSTEMS/CARTOON NETWORK/BOOMERANG \r Director: MIKE MOLONEY \r Production/Animation: ART&GRAFT \r \r Creative director Mike Moloney at Art&Graft in London: In late 2013 Turner Broadcasting decided to re-launch Boomerang as a youth-targeted complementary network to Cartoon Network, repositioned with a line-up of timeless and contemporary cartoons programmed for family co-viewing. Boomerang needed a distinct, cohesive, flexible on-air visual identity, which could communicate the new positioning and refresh the brand for the dual audience of parents and young children.\r \r The brand package had to work across EMEA, LATAM, APAC and NORAM networks and create a complementary channel to the flagship channel Cartoon Network, whilst establishing its own identity and personality. Our approach was centered around creating a fun, sensory, light-hearted world in which the Boomerang characters could live and grow. Evolving from the new brandmark an active isometric grid was formed upon which content is layered and built to create a joyful playground. The use of blocks relates to its bigger brother Cartoon Network, allowing the two brands to complement one another yet, with the use of rich color and isometric grid, also enables Boomerang to stand out clearly as its own destination: a place packed full of magic and wonder, where things are constantly revealed and appear in unexpected and entertaining ways. Complementing this we created a range of modular Diamond Events that build our worlds and interact with the channels characters. The modular approach to the design makes it possible to swap around and replace each animation, enabling each region the freedom and flexibility to bring its own particular creative spin to the rebrand. Working with classic characters from the libraries of Warner Bros, Hanna Barbara, MGM Studios and Cartoon Network, rotoscoped characters had to be integrated into the bumpers and idents. Not a challenge per se, but availability of character rotoscopes was limited in some cases and thus we had to build our concepts, narratives and considered, purposeful animation around the provided clips, which proved to be a really fun creative process. Schedule: We were approached to pitch in April and, having successfully won, work on the project commenced in May and was delivered September. For Cartoon Network Creative directors: Michael Ouweleen, Jacob Escobedo Producer: Susan Shipsky For Art&Graft Creative director: Mike Moloney Lead creative: William Mercer Producer: Beth McQueen Lead designers/animators: Martin Salfity, Clement Bolla, Stephen Middleton, Jim Wheeler Animators: Martin Aggerholm, Jason Drew, Carlos de Faria, James Hatley, Jamie Hoy, Sebastian Livingston, Sam Munnings, Marcos Savignano, Joseph Winston Music & sound design: Bluetube Toolkit After Effects, Cinema 4D, Flash\r \r The short films, music videos and motion design you see on STASH, took a long time to produce. Show your appreciation to these incredible artists by liking them and sharing with your friends. Thanks! \r \r Visit our official Stash Media website :
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