Rocket Man
Campaign Overview
In December of 2022, the hit musical biopic, Rocketman, made its television debut on Paramount Network. The movie follows the life and career of the young piano prodigy, Reginald Dwight, who would later change his name to Elton John. Set to his most beloved songs, the film showcases the entertainers personal struggles and rise to fame to become one of the worlds most iconic figures in music and pop culture.
With his signature style of glamour and panache, our design direction captured the spirit of the man and his music. Since the Rocketman premiere was an exclusive acquisition for Paramount Network, the graphic packaging was made to feel elevated, cinematic, and most of all, premium.
Trailer
Length
00:30
Release Date
December 4, 2022
Client
Paramount Network
Campaign Hooks
Spectacle
Rocketman should ramp the camp up to 11, throw on some sequined spectacles, and spark fireworks of pure joy.
Journey
Share the wildly entertaining story of how Elton John went from neglected kid to outrageous, hit-making rock star.
Joy
The songs, the color, the dancing and, yes, the redemption are all part of Elton John’s story and should reflect in the creative.
On Platform
Design System
The following sections establish key ingredients for the Rocketman design system, including fonts, color palette, textures, and graphic elements.
Each of these individual components serve a purpose and work together in the larger design system.
Graphics Package
Mood-Board
Fonts were chosen based on period, with our focus being on the early rise of Elton John in the 1970s.
ITC Benguiat was used as a headline font for titles, ITC Avant Garde was used as a modifier font for sub-titles and body copy, and Titling Gothic—a Paramount Network brand font—was used during key graphic moments to reinforce the brand.
Graphics Package
Fonts
Color palette, textures, and graphic elements were inspired by the glamour and showmanship of Elton John.
A predominately gold, silver, and black color palette was used to bring a sense of dazzle and sophistication to this prestige broadcast, which also aired during the winter holiday season. Textures and graphic elements evoked fashion, jewelry, and stage lighting.
Graphics Package
Textures
Press
Promax Daily Brief
The Rocketman creative was featured on industry trade publication, Promax Daily Brief, including our hero spot :30, trivia spot :15, and remarks from team members.
“When we first learned that Rocketman would make its big debut on Paramount Network, our creative juices started flowing,” said Brandon Lori, senior design director, brand design, MTV Entertainment Group.
Read the full article here.
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 Lead Motion Designer: Brandon Lori
Motion Designer: Candice Aquino
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