STATE Design Launches
STATE Design launches in Santa Monica, California. Founded by Creative Director Marcel Ziul and Executive Producer Joe Nash, this boutique design and animation studio has already embarked on an animated graphics package for the NFL Network’s 2014 NFL Draft coverage, and an animated Brazilian-market spot for Ecological Corredor to coincide with the 2014 FIFA World Cup.
“Marcel and I have worked together over the years, and it became clear over time that we both wanted a place where we could focus on what we do best: delivering great creative that’s not about being bigger, but being better,” explains Nash. “Our business model is built around more direct involvement from the Creative Director and Executive Producer. We want to give people the same personal connection that we look for in our own work, which is why we’ll only take on a limited amount of projects – each client receives the hands-on attention he/she deserves.”
“We chose the name STATE Design because we feel it is rich with meaning,” adds Ziul. “We always ask ourselves and our clients, ‘What is your state? What does your brand’s state look like and how do you want to make a statement?’ Our name envelops all of these ideas. More importantly, we see ourselves as an extension of our clients — a special forces unit that is highly trained and precise in communicating their ideas through design and animation.”
Joe Nash brings both network and agency experience to STATE Design. As a Producer at the NFL Network, he worked on scores of show graphics packages, and at Troika Design Group, he contributed to identity packages for ESPN, DirecTV and Canal+. Prior to that, he ascended the associate ranks to Producer at Versus/NBC Sports, coordinating and producing all on-air graphics for the network.
Marcel Ziul has worked as Creative Director/Art Director with top studios in Brazil and the U.S., including Conspiracao Films, Mixer Group, and Belief Design. As a freelancer, he has contributed his talents to Prologue Films, Stardust, Zoic Studios, Troika, Shilo, Apple, MAL/TBWA, and Bigstar, where he served as an Art Director/Lead Animator on the Silver PromaxBDA Award-honored Bio Channel rebrand. Ziul’s award-winning work is highlighted by an Emmy nomination in the Outstanding Achievement in Main Title and Graphic Design category for the “Dr. Phil” daytime graphics package.
STATE Design’s energetic rebrand and animation graphics package for the 2014 NFL Draft reflects the new style and direction of the network. The design goal was twofold: clearly communicate the cache of the NFL’s marquee event and brand to viewers; and develop a unique way of including the draft venue, New York’s Radio City Music Hall, through tone-setting animations and theatrical VFX.
For “Goleada Ecologica,” STATE Design created a whimsical animated piece to help their client Ecological Corredor inspire people to help fund an environmental campaign to plant 23,000 native trees in the Atlantic Forest – the equivalent of 14 football fields. The :30 spot is currently airing in Brazil during the World Cup.
“With these initial projects under our belts, we plan to grow organically and let the work inspire and drive us, versus the need to fill our studio or keep our people busy,” says Nash. “Whether we’re creating for broadcast, commercial, film or interactive, we focus on the best design and animation for the project. We don’t believe in creative limitations.”
“To us, being small doesn’t mean getting smaller projects,” concludes Ziul. “It’s simply a smarter way to produce projects and assemble the right team. We want to build relationships and grow with each of our clients, one project at a time, through consistently creating great work.”