Movies Live Here
Campaign Overview
Paramount Network is home to hit shows like Yellowstone, Bar Rescue, and Ink Master, but it also airs an impressive list of popular movies. In an effort to bring more awareness to the network’s film catalog, the Movies Live Here campaign was created.
Inspired by a love for movie posters and typography, we built a sophisticated design system that combined these elements together into a ‘wild posting’ style graphics package. Graphics for Movies Live Here are color-coded by movie genre or theme: blue for Movies, red for Action, gold for Stars, yellow for Comedy, and purple for Classics. The posters are simple by design, utilizing basic shapes and type to evoke symbols of film, like movie tickets, filmstrips, spotlights, and more.
In my role as Senior Design Director, I created the overarching concept, design system, and graphics, as well as preliminary animation. Later, a robust After Effects template was created by the team’s Senior Motion Designer, Kevin Chen.
Trailer
Length
00:60
Release Date
October 1, 2022
Client
Paramount Network
Campaign Hooks
Celebrate Movie Posters
Design direction for Movies Live Here will celebrate the movie poster in all its form. Graphics for promos will be designed to resemble ‘wild postings’ made up of film photography, iconography, and typography.
Attract Movie Lovers
Let’s attract movie lovers and keep them coming back for more. Movies Live Here creative should reflect an impassioned embrace of all things movies and earn their trust as viewers.
The Place for Movies
Movies Live Here should reinvigorate the brand as something bigger and better than an ordinary cable television network. Paramount Network is a destination for movies.
On Platform
Design System
We built upon Paramount Network’s brand font, Titling Gothic, by incorporating two new fonts from the extended Titling family, FB Skyline and FB Narrow.
Graphics Package
Fonts
Color palette was taken in part by Paramount Network’s existing color palette, reinforcing the brand’s signature blue as the core ‘Movies’ color. Four additional colors were created for each respective genre and theme, plus two accent color.
Textures were based on wheat pasted paper or ‘wild postings’ while wallpapers were created that utilized the color palette and used type to tile each genre/theme name.
Graphics Package
Textures
CREDITS:
MTV Entertainment Studio
Chief Marketing Officer: Amy Campbell
Design and Motion:
SVP, Brand Creative: Thomas Berger
VP, Motion: Kaz Iwai
Senior Design Director and Motion Designer: Brandon Lori
Senior Motion Designer: Seokin Jang
A/V:
SVP, Brand Creative: Deva Newman
VP Creative Director: Michael Davidowitz
Creative Director: Rachel Salazar
Editorial Director: Brian Trichon
Sr. Producer: JC Alvarez
Producer: Eric Brewer
Editors: Brett Glass
Strategy:
VP, Brand & Creative Strategy: Mike Jacobson
Production:
Project Coordinator: Alex Jacoby
Client:
Paramount Network