HELPING TCM REACH NEW AUDIENCES
Being part of Ted Turner's vision to preserve and share classic movies with all generations was one of our most rewarding experiences as a design studio. Below are some highlights of the amazing work Turner Classic Movies inspired us to create.
"HOLLYWOOD HEAVYWEIGHTS" BOXING MOVIE CAMPAIGN & PROMOTION
If you're thinking of a promotional product that's hard-hitting, this is the one. Designed as a B2B brand activation promotion for Turner Classic Movies' boxing-movie festival, this four-foot-tall punching bag was shipped inflated in a huge box to over 300 cable affiliates. Talk about impact. Pow!
We also created a consumer marketing campaign featuring advertising in national magazines that incorporates the same distinctive visual style.
B2B and B2C brand activation promotions like these helped TCM become one of cable TV's most requested tier two pay channels in markets where it was not available.
This was one of the most award-winning pieces we designed for Turner Classic Movies being featured in over 10 design publications and awards annuals
MAKING SUMMER COOLER: "SUMMER OF DARKNESS" FILM FESTIVAL
What happens when you mix a shot Humphrey Bogart, a dash of Lauren Bacall, and a pinch of the great movie poster artist Saul Bass? It's a "Recipe for Trouble." The TCM "Summer of Darkness" was an on-air, summer-long film noir festival featuring the "darker side of human nature." Despite being a popular genre, selling something this dark could be poison for ratings. Our antidote, lighten the mood by developing a playful campaign inspired by many of the movies' pulpy characters and campy one-liners.
The campaign included a consumer ad campaign in newspapers and national magazines, movie theater trivia slides, on-air bumpers, and promotional items like refrigerator magnets, tote bags, and t-shirts for live film screenings in select cities.
During our 20-year relationship with Turner Classic Moves, we created marketing and promotional materials of over 20 on-air and real-world film festivals covering all genres. For one of our favorites, "Summer of Darkness", we created over 80 unique marketing and promotional items for both B2B and B2C audiences including t-shirts, postcards, in-theater trivia slides, and refrigerator magnets.
TCM "PIN-UP" CALENDAR B2B HOLIDAY GIFT
In the style of old-school business promotions, every year TCM produces a printed calendar to thank vendors, partners, affiliates, and the media for their support. We've been honored to design three of these. Though all won national design awards, the pin-up calendar was by far the biggest hit. Not only did it win almost all national design industry competitions, but it also won best-of-show in the film and TV industry's prestigious PromaxBDA Awards, and was commented on as being a coveted item by a New York Times film critic.
PromaxBDA Awards - Best Collateral
Featured in New York Times
Print Regional Design Annual
"THE ESSENTIALS" PROMOTIONAL DVD PACKAGING
To celebrate Turner Classic Movies' 10th anniversary we were designed a commemorative package and booklet for three select titles from their "Essentials" series. The collectors packaging included: a specialty metallic paper slipcase, which was embossed, foil-stamped and die-cut; an inside sleeve with key movie images; three special-edition DVDs; and a book about the production and significance of each movie.
From the creation of Turner Classic Movies, we've designed everything from packaging to marketing materials for the network. Our partnership of over 20 years helped transform TCM from a startup to the top source for classic movies, even making them a household brand name.
B2B & B2C TURNER CLASSIC MOVIES BRAND AND EVENT ADVERTISING
The strategy for each Turner Classic Movies film festival was to treat it like a cinematic event. From "Willy Wonka and the Chocolate Factory" to westerns, we distilled the essence of each genre or film into a unique, exciting national campaign.
Nearly all of the advertising we created for TCM, except for the occasional one-off ad, was part of a much larger marketing consumer and business-to-business campaign we developed that included posters, promotional mailings, and outdoor adverting.
One of the highlights in creating ads for TCM was when Gregory Peck personally signed off on the proof about his documentary.
CUSTOMER APPRECIATION EVENTS
WEST SIDE STORY 40TH REUNION
One of the most memorable events to be part of was TCM's live screening of West Side Story in Hollywood to celebrate the film's 40th anniversary. The event included a screening of the remastered film, as well as a Q&A with many of the movies original actors.
Working with Saul Bass' iconic poster art was both a challenge and inspiration. How do you take a master's art and expand upon it without mucking things up? The answer, tread lightly.
The original event was so successful in Los Angeles, that a second one was produced for New York City.
WHY DESIGN MATTERS
One of the special things about working with TCM is their attention to detail. Even small projects have a level of attention that many companies only reserve for large projects. At the same time, it's how branding should be done. Today's savvy customers will see your brand as an inauthentic if your company does not embrace the values your brand promises. If your company produces quality products, your visual content should reflect this.
In addition to the note cards, we created ten custom-printed, hand-built boxes to hold the stationary that were given out as gifts.
31 DAYS OF OSCAR
Turner Classic Movies' biggest event each year is "31 Days of Oscar" - a month-long tribute to the Oscar's best movies and the month of the Academy Awards. To reach younger audiences, we created a gritty, urban-art inspired campaign. Television, online ads, billboards in Times Square and double-page print ads in popular style magazines were a more traditional form of media used, while guerilla marketing "wild-postings" of movie posters tagged with the core creative were placed in major cities across the U.S.
Seeing your work all over New York City (plus Chicago, Philadelphia, and Los Angeles) is pretty magical.