Summary
We all have our guilty pleasures. For many of us, it’s television. Now that broadcast content can be delivered anywhere, anytime and on a variety of screens, our guilty pleasures can be indulged around the clock!
TNT has taken the opportunity to bring their addictive
programming to screens big and small, and Grey NY chose director
Bryan Buckley and The Mill NY to deliver the message. In this promo
for TNT, 'Don't Miss A Second,' we see how just how engrossing a TV
show can be when two policemen completely miss a bank robbery, a
man's dog is devoured by an alien and a coroner's "dead" patient
rises from a gurney and walks out of the room.
Mill NY Designer Bryce Wymer, creator of the dog-eating alien they
affectionately named "Thelonious Monk," explains of the creative
process, "The original look and feel of the alien was inspired by
crustaceans and other lesser forms of sea life. Ultimately, the
alien had taken on slightly more human characteristics. Some of the
references we used for inspiration were the praying mantis, sea
crabs and Steve Buscemi."
Wymer adds, "The most important part of the design was that Monk
had to be able to capture and digest a small animal within his
body. We discussed having him swallow the dog, but ultimately we
decided he would grasp the dog within his stomach cavity, where he
would then digest the animal."
The team ran through a broad gamut of designs before they landed
on "Thelonious Monk." All the iterations of the characters
were named after Wymer's favorite jazz musicians.
Leading the design of the end tag pneumonic was Art Director Bowe
King. He explains his team's inspiration: "We wanted to compliment
the amazing work done by The Mill team on the main body of this
campaign - and what better way to do that than to have a slick
punctuation at the end? First, we had to make sure it fit within
TNT's established branding, which meant incorporating the TNT
"branded magic" and clean studio environment."
"Then, we had to find a creative yet natural way to show that TNT
is available on three types of portable technologies. All of this
had to make sense within a few seconds, but not feel like one
technology was more important than another. Finally, we wanted to
make it our own. We didn't want to merely replicate what else had
been done for TNT by other post-production houses. In the end, it's
subtle but we managed to fit our own flare into it and the message
comes across very cleanly."
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