Fox Sports Net Taps Viewpoint Creative For Comprehensive NBA Branding Package
Creative Agency Helps Sports Network's Affiliates Drive Viewers With CustomizableTune-
LOS ANGELES, CA -- ViewpointCreative, the award-winning creative agency with offices in Bostonand Los Angeles, created the new branding package/comprehensive promotionaltoolkit for LA-based Fox Sports Net's coverage of the 2006-07 NBAseason. The customizable spots, which cleverly highlight the games and keymatch-ups, can be seen on all 15 regional channels across the U.S. that compriseFox Sports Net.
"Fox Sports Net was looking for a creative package for their affiliates thatcontained a memorable concept that captured the core spirit of the game,"explains Michael Middeleer, Viewpoint Creative Director. "Their mandateto us was to avoid all basketball clichés. The challenge then wasto find a great, standout idea that would also resonate with hardcore basketballfans."
Viewpoint responded with a bold concept centering on classic metal 'pop andshoot' basketball arcade games from the 50s and 60s.
The spots begin with a hand dramatically starting the game followed by along, tracking camera shot revealing the stylized retro stadium look insideit. The shot ends with a dramatic swish of the ball through a hoop emblazonedwith the FSN logo. From there the action picks up speed as the ball careensaround the game revealing star players' likeness painted on the walls ofthe game, as well as a realistic Jumbo-tron above showing real game footage.Playful game devices, quick-cut editing, and a driving soundtrack add tothe spot's visceral effectiveness.
For Viewpoint Creative Director Joseph Kiely the primary reason thepackage resonates so well is the decision at the outset to execute the conceptorganically, eschewing obvious visual effects or digital animation. Thatmeant constructing from scratch a real pop and shoot arcade game set bigenough hold a camera.
"Everyone involved agreed that there needed to be an organic quality to thespots," says Kiely, "and we thought since it was an arcade game, why notjust build one. Our Art Director, Matt Naboshek, went through manyiterations designing not just the look of the set but the logistics of theshoot and how the camera would move."
Adding to the challenge was the dual purpose the work would serve: brandingFox Sports Net's NBA coverage, and also providing a user-friendly promotionaltoolkit that the affiliates could use to promote specific games on theirchannel.
For Viewpoint that meant creating numerous elements such as the panelshots of individual players and team logos that the affiliates couldeasily substitute to create specific team match-ups on an as-needed basisthat would integrate seamlessly into the overall concept.
"It wasn't easy to take something this organic and specific and turn it intoa general toolkit that every regional affiliate could use no matter whatkind of technology they had in their studios," adds David Shilale,Viewpoint Executive Producer. "It serves as a great example of the combinationof conceptual thinking, flexibility and technical know-how we bring to ourclients."
About Viewpoint Creative:
With offices in Boston, MA and Los Angeles, CA, and 18 years experience,the award-winning creative agency Viewpoint Creative has built a well-earnedreputation for its ability to motivate consumers to act with immersive brandexperiences. With a commitment to strategic thinking across every conceivablemedium, the company has lent its considerable skills to such clients as ABC,Bose, Discovery, Gillette, HBO, HGTV, PBS, Mattel, Sci Fi Channel, and theWall Street Journal. For more information check out their website at www.viewpointcreative.com.
Web Resources:
Click here to watch one of the Fox Sports Net/NBA spots:
http://www.viewpointcreative.com/
Click here to visit the Viewpoint Creative website:
http://www.viewpointcreative.com
