| Glasfurd & Walker are 4REAL |
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Glasfurd & Walker Design  |
February, 2008
Vancouver design studio Glasfurd & Walker were asked to create the HD titles, on-air package and print collateral for the Direct Current Media / MTV / CTV production 4REAL.
4REAL is a series of half-hour television shows hosted by DCM's Sol Guy that takes celebrity guests on adventures around the world to connect with young leaders who, under extreme circumstances, are affecting real change on some of the most pressing issues of our time.
Celebrity guests include Cameron Diaz, Mos Def, Joaquin Phoenix, Eva Mendes, Casey Affleck, K'NAAN, M.I.A. and Flea of the Red Hot Chili Peppers. The shows take you on unique adventures with these celebrities, but ultimately it's the young leaders who emerge as the stars. 4REAL inspires viewers with stories of their courage, creativity and dedication to tackling issues such as poverty, environment, health, children's and indigenous rights, drugs and violence in their communities and beyond.
Glasfurd & Walker created the opening titles sequence and on air elements using an extensive palette of still photography and graphic elements to build an animating collage in 3d space. The titles had to convey several different aspects of the show, namely travel, foreign cultures, and the diversity of humanity.
"The "collage" concept answered the brief creatively, but also addressed certain budget and timing issues in regards to access to footage. While it had certain restrictions, it also gave us greater freedom in the overall composition of the frames," explains Creative Director Phoebe Glasfurd.
Various on air deliverables were also required, such as video framing devices, lower third / straps, end credits and interstitials.
Glasfurd & Walker utilized their international network of collaborators for the project, calling on Johannesburg based TX to handle the animation of the graphic elements. As producer Aren Fieldwalker noted,"...working with our network of collaborators, even when they are half way around the world is not really an issue for us. With Skype and Yousendit we can talk with people and send large HD files back and forth without much hassle. Being able to use TX, with such a favorable currency exchange, means we could help keep costs down while ensuring quality was not sacrificed."
The studio also produced a range of print collateral for use by MTV & CTV as well as a bound style / usage guide for all of the various elements delivered. The software used for the project was CS3, After Effects, Maya and Final Cut Pro and files were delivered in Quicktime H.264 1080i format.
4REAL airs nationally on MTV and CTV starting April 2008. Also in April, 4REAL will air globally on National Geographic Channels International (not including Canada, U.S., and U.K.) in 166 countries and 35 languages.
About Glasfurd & Walker:
Glasfurd & Walker is a design studio offering full creative services to both local and international clients across a range of industries. We work on projects from a simple identity to full strategic branding and everything in between. The studio handles concept, design, art and creative direction across print, broadcast television and web. |
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