Crash, the Academy Award winning film, is now a series on the Starz Network, marking the network first-ever original series. With so much riding on the show success, Starz turned to New York-based PMcD Design, part of the transmedia branding and design group LORI PATE+, to design and produce the comprehensive promotional package that includes IDs, end pages, long form title sequence and a comprehensive toolkit for Starz producers and editors to use for tease, launch and episodic campaigns.
For Patrick McDonough, founder/creative director of PMcD, the package needed to convey the essence of the show — characters from different backgrounds on separate journeys until fates collide and lives are changed forever. To capture the elements of tension and danger, McDonough and his creative team in collaboration with Brian Kintz and the Starz team shot images of glass shattering and metal twisting as well as time-lapse footage of the Los Angeles skyline using the super high-speed Phantom digital camera (1000 fps), The show’s logo is seen projected over myriad surfaces and layered throughout the footage and graphic elements.
”The idea was to graphically illustrate the uneasy and volatile quality of the relationships seen in the show,” McDonough said. ”The high-speed photography of breaking glass and crushing metal visually suggests the random destruction of lives. We also wanted to capture the character of Los Angeles and give it a sensual quality. The time-lapse photography captures a feeling of chaos and the randomness of life in general.”
Starring an ensemble cast led by veteran character actor and 60 icon Dennis Hopper, the series examines the way different lives intersect and collide in L.A cultural melting pot. The drama features a disparate group of Los Angelinos, including maverick record producer Ben Cendars (Dennis Hopper); impulsive cop Kenny Battaglia (Ross McCall); his actress-turned-police officer partner Bebe Arcel (Arlene Tur); frustrated Brentwood mom Christine Emory (Clare Carey); her pre-bust real-estate developer husband Peter Emory (D.B. Sweeney); former gang member-turned-EMT Eddie Choi (Brian Tee); Ben street-smart driver Anthony Adams (Jocko Sims); illegal Guatemalan immigrant Cesar Uman (Luis Chavez); and cocky, hot-tempered detective Axel Finet (Nick Tarabay).
For PMcD designer /director Suzanne Kiley the challenge was making the best use of the array of footage they had to work with — the elements they shot, footage from the show and the Starz logo.
”My biggest concern was designing elements that use the best of the beautiful, organic live action elements within the typographic framework that supported the show and created a strong brand personality,” Kiiley said. ”I wanted to make sure all of the selects from the slow motion crushing metal, glass and projections were incorporated within all of the deliverables.’
ABOUT PMcD DESIGN:
PMcD Design is a New York-based, full-service design company. PMcD specializes in all aspects of broadcast, and print design as well as production for the entertainment industry. Clients include ABC, NBC, ESPN, NGC, Starz, Encore, PBS and WNET. PMcD Design is part of LORI PATE+, a transmedia branding and design group.
About LORI PATE+:
LORI PATE+ represents the top branding, promotion, design, interactive and production professionals in the broadcast, cable and evolving media industries. Experienced and innovative, LORI PATE+ connects clients to its members to produce effective media branding solutions.
Project: Crash promotional campaign
Art Director: Brian Kintz
Executive Director, Creative Services: Kandy Barry
Executive Director, Creative Services: Marc Chusid
Vice President, On-Air Promotions: Che Che Mata
Director, Starz Channels: Stacey Libbrecht
Production/Design: PMcD Design, New York
Creative Director: Patrick McDonough
Executive Producer: Dana Bonomo
Designer: Suzanne Kiley
Producer: Alison Cole
Live Action Producer: Alessandra Pasquino
Director / DP: Andrew Turman
Lead Animator: Alex Gasowski
Animation / Editor: Genevieve Manion
Media Artist: Josh Lynne