Showtime & Discovery Tap Viewpoint Creative For Key Assignments

Viewpoint Creative, the bi-coastal creative agency specializing in solutions for entertainment and lifestyle brands, has been chosen by two of the world’s leading television networks – Showtime and Discovery Channel – to spearhead creative duties for several key assignments in 2007.

Specifically, Viewpoint will handle the HD tease campaign, comprehensive design duties as well as the program opens & packaging toolkit for Discovery Channel’s Planet Earth, an 11-part miniseries produced in conjunction with the BBC, airing in late March; and the launch of Showtime Networks’ EliteXC, the first series of mixed martial arts events on Premium TV.

“Extreme fighting and a series like Planet Earth are completely different animals from a creative and advertising point of view, and I think that says a lot about us as a company,” says Michael Middeleer, Viewpoint’s Creative Director.

For Discovery Channel’s Planet Earth event, Viewpoint will create a teaser campaign to launch the series. In addition, Viewpoint is developing a signature design look for the entire Planet Earth marketing initiative, as well as, show open and program packaging elements. All of the elements will be delivered in HD.

“Planet Earth is an enormous tent-pole event for Discovery Channel,” says Middeleer, “we wanted to build an ‘event’ type atmosphere.”

Adds, Joseph Kiely Viewpoint’s Creative Director of Design, “Given the stunning nature of the visual imagery in this series, we decided that the focus of our design had to be on simplicity. It needed to support and frame these incredible images in the most elegant, yet theatrical way.”

Showtime Elite XC – Elite Xtreme Combat
Showtime will present live the first in a series of mixed martial arts bouts under the aegis of Elite Xtreme Combat. To brand the new franchise Showtime turned to Viewpoint Creative to create the logo, promo, program packaging, web materials and assorted print marketing collateral.

“This was an incredibly comprehensive project,” said Kiely. “We essentially created every element for this new franchise, from the ground up. We’re thrilled Showtime selected us and we’re thrilled they are as excited about the design as we are.”

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-earned reputation for its ability to motivate consumers to act with immersive brand experiences. With a commitment to strategic thinking across every conceivable medium, the company has lent its considerable skills to such clients as ABC, Bose, Discovery Networks, Disney Channel, ESPN, Gillette, HBO, HGTV, PBS, Mattel, Sci Fi Channel, Wall Street Journal and Warner Brothers. For more information check out their website at

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