DIRECTV

DIRECTV Creative Director David Pagani approached Blind with a unique opportunity to work with their in-house creative department: help develop and conceptualize a series of TV spots to promote DTV’s Channel Mix.

The task? Come up with a unique visual metaphor to demonstrate the difference between watching television with and without DIRECTV’s Channel Mix’€“ where by viewers can watch up to 8 simultaneous channels of their favorite sports, lifestyle or news programming.

Blind worked closely with Pagani and his team, generating scripts, storyboards and animation tests before coming upon ‘€œSculpt’€’€“ a simple and elegant idea where a pair of hands literally push a television set apart until one screen becomes eight.

After extensive research, testing and previs work, Blind chose to work with DP Bengt Jonsson to help bring the idea to life. Director Tom Koh, shot the actors against green screen, using a specially devised rig to give the actors something tangible to push against. Once edited, the Blind team, worked tirelessly to design and build CG environments to place the TV set into.

The finished spots were initially scheduled to air only on DIRECTV channels. However, due to the reception to the spots, Blind was asked to re-tool the spots as stand-alone :15’s to be aired nationally.

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