SBC Home Court
Blind’s initial objective was to create an opening title sequence and transitional elements for webisodes of SBC Home Court. Mid-way through the process, the design assignment grew to include a full brand identity, encompassing broadcast endtags, theatrical trailers ads, the website front end – even promotional pizza boxes and 32 oz. drink cups.
Dan Brown of GSD&M contacted Blind on the strength of past projects, including the energetic distinctly urban Next Episode show opener. GSD&M saw in Blind the potential to capture the lively spirit and excitement of the NBA. The opening to the webisodes would need to draw in the viewers and establish the tone for the show. Blind tapped into the exciting, “big-ballin” lifestyles of the NBA’s stars, creating a visual accompaniment that guides and highlights a tour of the lifestyles and entertainment setups of the pros.
Production required the shooting of several live-action elements, namely basketball players photographed against a green screen. The live-action portions were then composited into the opening sequence. Interwoven with their performances was a virtual basketball court, chandeliers, expensive cars, and a fully modeled, textured, and lit mansion.
In response to the aggressive visual style they saw developing, GSD&M decided to extend the look established by the open sequence to the look and feel of the web site itself. This look then established, it was only natural for Blind to create the end tag for the TV spots, thus extending the brand system from the initial contact through to final delivery.
The final challenge lay in translating the thus-far screen-only design to the significantly more limited print palette – in particular: mass-produced pizza boxes, 32 oz. drink cups, and a CD-ROM, all part of the all-encompassing brand message. The flexible identity system, guided by Blind, was reduced to three or four colors, and then reproduced in a variety of color combinations matched to each NBA team’s colors.
