The Skinny The MFX team’s creative challenge for the Crime & Investigation (CI) Network Refresh was to use crime-based imagery in a way that injects drama and suspense without moving too far from the visual language established in the last CI package. The essence of CI is communicated through the logo — a box with a red triangle piece separated from it. The triangle is the “missing piece” that represents the key to solving the crime.
As CI’s content focuses on sharing the stories behind crime and police investigations, viewers are drawn into the solution of the puzzle whilst at the same time gaining insights into the criminal mind. The previous CI idents worked by using crime-based imagery or ‘icons’ with a red accent that indicated danger or something slightly odd.
The transition from one icon to the next is through a ‘shattering effect’, made of triangular pieces, which reflect the logo and also serve as a visual break from one icon to the next. The five idents are broken into themes: Biography, Mystery, Crime, Investigation and Forensic. Based on these themes, the icons in each ident triggers the viewer to think about why those particular icons were chosen and the links between them.
The Production CI Refresh required MFX to come up with a new set of crime-based icons. MFX and Anne Craig, the on-air creative director of AETN, worked together to brainstorm icons that resonated most with audiences, in terms of what they represent or suggest.
In this way, the process of coming up with the CI Refresh ident became akin to the problem solving aspect of a criminal investigation. In each of the five idents, three icons were chosen to connect with the five themes.
For example, in the ‘Crime’ ident, we see a red phone swinging ominously suggesting a call for help; followed by rolling dice which suggests the idea of gambling with luck; and finally a pair of stilettos which hints at a temptress and crimes of passion. By making sure the emphasis is on the story or what each icon represents, MFX effectively captures the CI brand identity.
As the look of the CI Refresh idents have to be familiar to the viewers in terms of look, there are limitations on how to update the new idents. MFX chose to make the colour mood a bit warmer compared to the last round of idents to make the icons appear less clinical. Through this subtle difference in tonal palate, the viewers will notice that the icons have changed and there is renewed interest for the viewers to find out the solution to the puzzle.
The camera angles and compositions for the CI Refresh ident is framed in extreme close-ups to draw attention to the fine details and textures of each icon. Furthermore, as there is a shift into the HD world, MFX shot the icons in full HD to maximise the effectiveness of the close-up shots. The sequence of the icons from extreme close-up to mid or wide shots also creates suspense, as viewers will be left guessing until the camera pulls out to a wider shot.
The Post The shattering effect from icon to icon was also updated, with more thought put into the background ‘swoosh’ effect, which creates a sense that the shattered triangles are moving more dynamically through 3D space. The icons in the Refresh idents do not shatter completely, and within the shattered pieces is also a red triangle, to tie back to the CI logo. Through the new ‘shatter effect’, the Refresh idents feel smoother and appear to have more depth. The shattering of the icons can be felt when there is a transition from one icon to the next.
For CI Refresh, the MFX solution has been more of a creative than a technical one. A lot of thought was put into choosing the icons that work the best to tell the story about crime and investigation, which is the core of what Anne Craig, the on-air creative director of AETN, wanted for the Refresh idents.
Through the CI Refresh idents, viewers are tempted with fresh icons to ‘investigate’ while maintaining the familiar CI look. With the creative solution deliberately kept simple and effective, the visual language of CI is not compromised but pushed a step further to communicate the CI identity effectively. Credits
Client: A&E Television Networks
Title: Crime & Investigation Network Ident
Post Production: MFX
DOP: Zainan Sulong
Producer: Tan Kee Tat
Design Supervisor: Pitt Ong
Motion designers: Vanessa Chia, Suraj Bahadur, Mohd Faizal Mohd Azlan
ATEME, a provider of MPEG-4 / H.264 and MPEG-2 bandwidth efficient video compression technology, and Bull, a European provider of computing systems, are broadening their cooperation to market ATEME vi…
Alkmaar - Starting may 19, the Olympic Torch will be carried in a relay around the UK. The Torch will be carried by different athletes and broadcasted LIVE on the Internet, as well as different region…
Shelton, Connecticut — Anton/Bauer, part of Vitec Videocom, has introduced its QRC-CA940 Gold Mount solution for the new Canon EOS C300 camera. This latest introduction furthers the company’s commitme…
Rennes, France — Thomson Video Networks, through its Japanese partner Village Island, is supplying technology to Warner Mycal to enable streaming of LIVE events to multi-cinema complexes. A joint …
Fox Sports’ new 24-hour AFL channel Fox Footy, will be calling Global Television Studios in Melbourne home. Global is constructing purpose-built production offices and HD television studios for Fox…
Free Magazine Subscription
Printer-friendly version
