Panoply creative director Mark Lindner: “Verizon approached us to create a package of interstitials to accompany promotions for nine different programing genres on their Fios on Demand service.”
“Our main creative challenge was to figure out a way to convey the different genre intros whilst retaining a cohesive concept for the whole package. To tackle this, we set out to use some of the most iconic films and in particular their directors of photography’s styles to inspire our look and feel.
“This allowed a subtle approach to defining each genre which was an advantage with rather visually complex genres like ‘drama’.
“Technically we wanted the movement and the pacing to feel consistent across the whole package as well – which was complicated by our desire to have the genre titles exist in a variety of different ‘physical’ film sets.
“We approached this by defining a camera rig and motion which could be scaled for each set whilst retaining the consistent typography size. This allowed us to place the camera move in scenes as small as the Thriller motel room and in the vast Action canyon without breaking the consistency.
“Then it was a case of dressing the sets with assets, working in small easter egg references where possible from films of the appropriate genre, and adding playful interactions with the title typography.”
Watch the process reel:
Client: Verizon
Production: Panoply
Direction: Panoply
Audio: Zelig Sound
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