111 Hits
111 Hits approached Visual Playground to come up with a set of Promos to launch 3 new shows - Roseanne, The Cosby Show and Mad about You. The spots include a 60-second Promo and 3 individual 30 second spots.
The brief was to deliver Promos that looked and felt like a massive local production launch. It had to be a strong overall launch campaign, something that would sit well on all the Foxtel channels.
So based on that it was decided that the most impactful method would be to go with a graphics inspired image spot (or series of spots) played to a great track. So Visual Playground thought big and came up with a Promo based on the idea of the three new shows (families) moving in to the 111Hits city. This consisted of a 3D cityscape and rotoscoped images of the cast members dancing.
The city was based around the actual houses from the sitcoms, using the exteriors and interiors of the houses. The houses formed from vacant blocks and the furniture folded up as if it were being moved in. The 111 Hits branding is quite flat and white with 3 main colours, yellow, orange and pink. Many of the 111Hits graphics use folds to bring on information. The Promo needed to reflect these core brand values. The scene became a simplified white city with elements of colour as the houses, furniture and people folded up.
The music track “We are Family’ seemed to be a perfect fit.
The catch was that there was only 3 weeks to create the work. So we quickly assembled a team of experts who were prepared to put their lives on hold to make it happen. The end result was a fresh approach that was based on welcoming the three new shows to the 111 Hits family.
